The Unwavering Role of Social Media in Modern Politics

Social media has become an indispensable tool in the political arena, with a significant impact on shaping public opinion and influencing election outcomes. This article explores the immense power of social media in politics, highlighting its abilities to amplify, reinforce, and entrench viewpoints, as well as spread misinformation.

Amplifying Political Views

One of the primary functions of social media in politics is the amplification of political views. Social media platforms have the unique ability to rapidly spread political messages to a vast audience, often beyond the traditional limitations of geographic and demographic boundaries. For instance, during the 2022 Malaysian general election (GE15), politicians and their supporters used platforms like TikTok, Instagram, WhatsApp, and Facebook to reach out to the electorate. Short videos, which are particularly popular, were utilized to attract young and tech-savvy voters, especially those who are first-time voters due to the decrease in the minimum voting age from 21 to 18.

Such strategies demonstrated the pivotal role of social media in political campaigns. By leveraging these platforms, politicians could not only make their presence more prominent but also engage in direct and continuous communication with their supporters. As a result, social media can significantly influence voter behavior and ultimately contribute to the election outcome.

Reinforcing and Entrenching Viewpoints

Another critical aspect of social media’s role in politics is its power to reinforce and entrench particular viewpoints. Through algorithms and personalized content, social media can create echo chambers where individuals are repeatedly exposed to information that aligns with their existing beliefs, leading to deeper polarization. A 2016 Pew Research article highlighted that social media often filters information to cater to users' likes and dislikes, further entrenching people's opinions.

This phenomenon can be observed on various social media platforms. For example, on YouTube or TikTok, algorithms recommend content that aligns with a user's previous interactions, creating a feedback loop that reinforces their views. This entrenchment is particularly concerning as it can lead to ideological polarization, where individuals are less willing to engage with opposing viewpoints.

Challenges of Information Dissemination

The rapid spread of information on social media also brings significant challenges. With the ease and speed of information sharing, lies, half-truths, and misinformation can quickly go viral, leading to confusion and mistrust among the public. A study by the Pew Research Center revealed that a large portion of users find it difficult to discern between fact and fiction online, especially when faced with limited cognitive resources and time to verify information.

The use of algorithms and cyber tools by influencers and foreign entities can exacerbate the spread of disinformation. These cyber tools can precisely target users with information that aligns with their interests, reinforcing their views and sowing discord in the broader public. This can lead to societal unrest and erosion of trust in political institutions.

Technological Advancements and Social Media Influence

Recent technological advancements, such as the proliferation of smartphones and improvements in mobile internet access, have amplified social media's influence in politics. In Malaysia, 95% of the population owns a smartphone, according to the Media Communications and Multimedia Commission. This high adoption rate has enabled politicians to use mobile applications and social media platforms to reach out to a broader audience, particularly younger voters who are more active on these platforms.

The use of livestreaming and video content on TikTok and other platforms has been crucial in targeting urban voters. Politicians can broadcast their rallies to a larger audience, and the interactive nature of these platforms allows for direct engagement with voters. This direct communication can be more persuasive than traditional campaigning methods, providing a new dimension to political engagement.

Conclusion

The power of social media in politics is undeniable. From amplifying political views to reinforcing and entrenching viewpoints, social media plays a critical role in shaping public opinion and influencing election outcomes. However, the spread of misinformation and the potential for disinformation to exacerbate societal divisions also highlight the need for robust cybersecurity measures and greater media literacy among users.

To navigate this complex landscape, political campaigns and individual users must work together to verify information and promote accurate reporting. As technology continues to evolve, the role of social media in politics will undoubtedly continue to grow, requiring ongoing vigilance and adaptation to maintain a healthy and informed democratic process.