– Sambina Gorkhali (Premier College)

Kathmandu: Social media has significantly reshaped modern politics, impacting democracy, political campaigns, and public engagement globally.  According to Preejina Shakya, social media’s influence is multifaceted, bringing both opportunities and challenges to the political landscape.

Impact on Democracy

Shakya highlights the dual nature of social media in democracy. On one side, platforms like Facebook and Twitter have played key roles in organizing political movements. A prominent example is the Egyptian Revolution of 2011, where activists used these platforms to coordinate protests and spread information quickly, demonstrating how social media can democratize information and empower citizens. However, she also points out concerns about the spread of misinformation and the ability of social media to amplify extreme, emotionally charged content, leading to societal polarization and potentially undermining healthy democratic discourse.

Political Campaigns and Elections

Social media has become an indispensable tool for political campaigns, allowing direct engagement between candidates and voters. Shakya cites Barack Obama’s 2008 presidential campaign, which was one of the first to effectively use social media, especially Facebook and YouTube, to reach a younger and broader audience. This strategy set the stage for future campaigns, such as Donald Trump’s 2016 campaign, which leveraged Twitter extensively to engage his base and influence media narratives. Social media allows candidates to bypass traditional media channels and communicate directly with the electorate, influencing public opinion and political outcomes.

Scholarly Perspectives

Scholars like John Allen Hendricks have delved into the role of digital media in politics. His book, Communicator-in-Chief: How Barack Obama Used New Media Technology to Win the White House, discusses how Obama’s campaign used social media strategically to engage voters and mobilize support. Hendricks and other researchers continue to examine the impact of digital media on political communication, with a particular focus on its ability to shape voter perceptions and drive electoral success.

Recent Developments

The role of social media in politics continues to evolve. While platforms have empowered political movements, they have also been used by governments to suppress dissent and control public narratives. The ability to rapidly disseminate information and micro-target specific audiences has made social media an even more potent tool for influencing public opinion and electoral results. As social media platforms grow in power, their influence on political processes will likely continue to expand, presenting both opportunities for democratization and risks for manipulation and control.