Election Campaigns in the Age of Social Media

Strategic Insights -

The emergence of social media has dramatically altered election campaigns in the Czech Republic, with a greater focus on micro-targeting of voters, radical content with a higher emotional charge, and the spread of misinformation. Experts warn that the fragmentation and reach of social media make it easier for misinformation to spread, and the volume of extremist or hateful posts is steadily increasing, especially before elections. The ability to segment audiences based on behavioural data and algorithmic amplification of radical content have fundamentally changed the cost-influence ratio in favour of non-traditional actors.

Key Takeaways:

  • The use of social media in election campaigns has led to a greater focus on micro-targeting of voters, allowing for more precise targeting and reduced costs.
  • Algorithmic amplification has created an environment where radical content with a higher emotional charge is more likely to go viral, fundamentally changing the cost-influence ratio in favour of non-traditional actors.
  • The development and growing importance of modern technologies and networks have facilitated the spread of misinformation, which is then reflected in election campaigns.
  • The Prague Security Studies Institute study found that Telegram is a "hotspot of disinformation" with 92 monitored Czech channels generating over three million hits per month in a year with a minimal moderation.
  • Influencers on Instagram and TikTok are being used by political parties to convey messages to younger segments and recycle content from Telegram, amplifying the reach of campaigns.
  • Political scientists warn that younger voters have difficulty navigating campaigns and emotions, and without a values anchor, it can be challenging for them to make informed decisions.
  • The shift to social media has transformed political communication, with politicians delivering messages directly to voters without the mediation of traditional media.
  • Karel Kominek notes that social media serves as a powerful amplification tool, helping to spread messages that are often created elsewhere.
  • However, the online environment poses risks, including the spread of misinformation, AI-generated "slop" content, and chain emails.
  • Political parties are choosing a mix of communication channels, from TikTok to traditional billboards, in order to reach voters.

Statistics:

  • 92 monitored Czech channels on Telegram generated over three million hits per month in a year with a minimal moderation (Prague Security Studies Institute, January 2024).
  • 92% of voters in the Czech Republic use social media to get information about politics (according to a study by the Fakum seminar, 2020).
  • Facebook has over 4.5 million monthly active users in the Czech Republic, making it a dominant platform for social media-based campaigns.
  • The Czech Academy of Sciences reports that online campaigns increased by 50% in the 2018 election period compared to the previous election period.

Sources:

  • CTK, June 25, 2023
  • Prague Security Studies Institute, January 2024
  • Fakum seminar, 2020
  • Czech Academy of Sciences, 2018