Internet And Politics: The Case For Freedom And Opportunity
Every presidential election campaign seems to have at least one candidate who decides to take on the traditional media. By and large, these politicians never do well, as a result. Most wind up dropping out in the primaries. Such was not the case in 2016 for Republican Donald J. Trump, a self-professed outsider, who decried both liberal and conservative journalists. Instead, Trump was able to obliterate both his in-party competition and Democrat Hillary Rodham Clinton.
So, how did this all happen? How could Trump challenge the establishment press, yet still come out on top. He did so largely by having a strong social media presence. Trump ran a high-tech campaign that others will surely use as a roadmap for political success.
Following are the key components of this 21st century political campaign strategy and some predictions for the future of American politics.
Live Video Events
Trump realized that live video was the way to go. Yet, rather than relying on television to broadcast him, Trump used Facebook and other social media outlets. He could get his message to both followers and those sitting on the fence free of charge. No need to pay for commercial advertising. No need to wait for the networks to put him on the air.
On September 3, 2016, Donald Trump addressed potential black voters in a live streamed event in Detroit, bypassing the media.
In October 2016, Trump, the overall winner, had over thirty-three live Facebook events, compared with only eleven for Clinton.
Images Sent to Followers
Trump also garnered more social media followers than others. For example, he had five million more Facebook fans than Clinton. These people received a daily onslaught of images and posts to compliment live events.
It is important to remember that all of this social media publicity came largely free of charge.
[Donald Trump Is The Best At Twitter]
What does it all mean for the future of politics?
First, no serious political candidate can ignore or fail to appreciate social media. Trump demonstrated that a candidate can openly express disdain for the press, yet still win.
The old belief that the press is the “fourth branch” of the government is no longer applicable; instead, the internet just might deserve that moniker from now on.
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Second, the public of the 21st century is on the go. Most people have mobile devices and want their news instantaneously. They want a notification that their candidate is giving a live speech and the ability to click an icon to watch the event immediately. Forgot about racing home to catch a debate. In 2016, Trump was better able to embrace this new political reality than others.
[Social, Mobile Driving Millennial News Consumption]
Third, the costs of running a political campaign may go down. If 2016 is any indicator, candidates can be successful without having to spend exorbitant amounts on traditional television and radio commercial slots.
Fourth, and perhaps most significant, social media could democratize politics. Think about it. The mainstream media, consisting of journalists, who quite often think alike, will no longer be the dominant force in how the public perceives a candidate. The politicians of today can now get their messages to voters unfiltered. Moreover, as stated above, they can do so without having to pay for it. Candidates only need set up a few social media accounts. In effect, some of the traditional barriers to political entry have fallen.
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For these reasons, and more, the internet and social media will be keys to political success for a long time to come.
A New Era
The 2016 election victory of Donald Trump reminds us of the 1960 Presidential debate, the first carried live on television. Those who watched the event knew Kennedy won; meanwhile, listeners had a likewise certainty that Nixon came out on top. Well, the difference was the medium.
Television changed politics because people could see candidates rather merely hear them. Kennedy appeared polished. Nixon seemed sweaty and nervous. Of course, JFK won the election.
Social media is having a similar effect on politics. Just as television pushed radio to the side, the internet will do the same to traditional media.
