Global Media Literacy Week: How social media shapes political opinions and discourse

The Gen Z social media account managers Harris hired for her campaign used their extensive knowledge of internet culture to connect with younger voters, most notably using Brat green for the campaign header. It’s no longer just traditional media outlets that set the agenda, which has proven to encourage a wider range of voters to get involved. 

In the US and the UK, elections have become battlegrounds for competing narratives, amplified by the speed and vast reach of social media. For example, the 2016 US presidential election and the Brexit referendum in the UK saw how social media could influence voter sentiment. Both events saw social media campaigns driving political messages, and in some cases, misinformation played a key role in swaying public opinion. 

While social media feels empowering in giving people direct access to political dialogue that they may not otherwise be exposed to, it’s also created massive polarisation in public opinion. The echo chambers created by algorithms constrict us to engage with content that aligns with our existing beliefs, reinforcing our opinions and making it unlikely that these opinions will change without conscious self-education on alternative viewpoints. 

Fake news 

One of the major challenges of social media’s influence on public opinion is the rise of disinformation, or “fake news”. These misleading narratives are often designed to manipulate public perception, creating mistrust in legitimate sources, and a confusion over where to go for actual, credible information. 

In the 2016 US election, foreign interference through fake news social campaigns, primarily on Twitter, was the issue in every political headline, raising an awareness to the corruption and malleability of “news outlets”. These campaigns spread false narratives to undermine public trust in the electoral process, highlighting the vulnerability of social media to external manipulation. 

Similarly, in the UK, during the 2019 general election and the Brexit referendum and the later general election, misleading information was circulated online, influencing decisions in certain demographics. From exaggerated claims about the benefits of leaving the EU to distorted facts about healthcare and immigration, fake news played a significant role in voting behaviour. 

The impact of influencers and micro-targeting 

Political campaigns now use advanced analytics techniques to identify and target specific dynamics with personalised content. Social platforms collect an astronomical amount of data on user behaviour, which can then be used to create personalised political content. 

During the 2016 US election, Cambridge Analytica famously used Facebook data to create targeted political ads with the view of impacting voter behaviour. This turned into a huge talking point and highlighted how effectively personal data could be exploited, raising ethical concerns about privacy and political propaganda. 

In addition, political influencers have the ability to sway the views of their followers. From celebrities to grassroots activists, influencers often use their platforms to mobilise voters and fortify political movements, making them key players in modern elections; a notion which has been a bone of contention amongst traditional academics. 

Polarisation  

One of the most talked about and perhaps detrimental ramifications of social media’s influence on public opinion is the growing polarisation of political views. Social media platforms are designed, using algorithms, to maximise engagement. This creates a "filter bubble," where you’ll be solely exposed to information that reinforces your own viewpoints and those of your likeminded peers. 

In the US, political polarisation has been accelerated by social media, with conservatives and liberals often in separate online conversations. Likewise, in the UK, the Brexit debate highlighted how social media can deepen divisions, with pro-Remain and pro-Leave groups entrenched in their own echo chambers. These divisions remain in public discourse 8 years on. 

The filter bubble effect can lead to a more divisive public conversation, as people are less likely to engage with, understand, or even want to understand alternative perspectives. This creates a challenge in democratic debate, where informed, educated citizens are crucial for healthy political dialogue. 

The importance of media literacy  

Media literacy is the ability to critically evaluate information from different outlets, distinguishing between credible news and fake news, and it’s never been more important. On Global Media Literacy Week, we are reminded of the need to instil skills to navigate the media landscape in every single consumer. Without these skills, we’re leaving ourselves wide open to manipulation by fake news and disinformation. 

Education plays a key role in improving media literacy. Educators and training providers can help arm people with the critical thinking skills needed to assess information sources and verify facts.  

Social media platforms' response 

Facebook, Twitter, and other major platforms have faced criticism for their role in spreading misinformation and for their lack of transparency around political advertising. In response to public pressure, some platforms have introduced measures to prevent the spread of fake news and improve transparency in political campaigns. For example, Facebook and Twitter have introduced labels for political ads, providing users with information about who’s behind the content they read.  

 

The rise of social media has undeniably reshaped the way public opinion is formed. While social platforms have created new opportunities for political engagement, they’ve also introduced significant challenges, from the spread of disinformation to the deepening of political polarisation. By equipping people with the skills to critically evaluate information, we can encourage a more engaged and better-informed society, prepare to navigate the future of politics.