The Effect of Social Media on Politics

The presence of social media has increased dramatically over the past 10 years. Social media has created an array of affordances which have impacted the way society functions and the way individuals form their professional identity. This case study will focus on the effect social media is having in shaping professional identity in the field of politics. Social media is now a serious factor in political campaigns and in the way people think about political issues (Saterfield, 2016, para 3). This case study will analyse how the participatory culture of social media, and the blur of public and private spheres on social media have changed the way in which politicians form a sense of professional identity.

PARTICIPATORY CULTURE – POLITICIAN’S CONTROL TO CREATE THEIR OWN CONTENT

Social media platforms encourage a participatory culture which has altered the nature in which politicians and voters can communicate with one another. This development has changed the industry of politics and impacts on the way in which a politician forms a professional identity. Jenkin (2009, para 5) explains that social media has created a low barrier for users to express and engage with content they see on social media. Jenkin (2009, para 5) further explains that social media allows and encourages users to create, curate, circulate and critique content. The participatory culture of social media is epitomised through a politician’s ability to create and circulate their own content to their followers therefore by-passing traditional media. Mitchell (2016, para 3) pointed out that prior to the introduction of social media, a politician would have arranged a debate to be viewed across all free to air television or have enlisted the help of a newspaper journalist to write a story, however due to the rise of social media this is no longer necessary. Brichacek (2019, para 23) explains how the participatory culture of social media has given politicians more control over their identities as she outlines that

“social media allows candidates a direct means by which to communicate with the voting public, thereby bypassing the news media as a gatekeeper”

She further points out how a participatory culture allows politicians to control and create their own professional identity as she explains that ‘candidates have unprecedented control over the images and content they present and share with their followers’. Overall, the participatory culture of social media has allowed politicians to reshape and control their professional identity by flattening the old hierarchies of traditional news. Chorev (2017, para 12) explains this as he pointed out that ‘by creating new, highly interactive social arenas and providing information independently of governing authorities, social media has collapsed the traditionally vertical feed of information into a horizontal spread.’ Therefore, it is evident that the participatory culture of social media, allows a politician more control to shape their professional identity as opposed to when journalists and broadcast media were the primary way in which politicians could communicate with electors .

PARTICIPATORY CULTURE – POLITICIAN’S ABILITY TO REACH MORE PEOPLE

The  participatory culture of social media has also made it easier for voters to connect and engage with politicians thus allowing politicians to express their professional identity to a wider range of people. As previously discussed, social media has allowed voters to interact with candidates in an easy and accessible format. Satterfield (2016, para 9) explains that in the past if an elector wanted to meet a politician or candidate they would have to attend a live event. This affected a politician’s ability to interact with voters and display their identity directly to voters as only those who were physically close to a candidate could interact with the politician directly. However social media now allows individuals to interact with candidates through virtual events that can be live streamed thus increasing the number of electors, politicians can reach and share their identity with. From the above it is cleat that the participatory culture on social media has contributed to altering the way in which politicians shape and share their professional identity.

THE BLUR OF PUBLIC AND PRIVATE

Social media affords politicians an increased ability to portray their professional identity to their followers. However, with this comes the challenge of differentiating the public and private aspects of their life in a way that suits them.  Before social media, public and private spheres were two separate and distinct factors that called for different types of behaviours. The private sphere called for activities of life and space for retreat and reflection. In contrast, the public space was for voicing opinions, having debates and manifesting thoughts that were formed in private time. Boyd (2010, p 12) outlines that ‘new information and communication technologies have significantly redefined our understandings of private and public and the boundaries between them.’ This blurring of public and private spheres is an area that politicians must still navigate as electors on social media begin to demand insight into a politicians private life. Lambert (2018, para 9) suggests that electors are intrigued by a politician’s private life as it can be a beneficial way for them to judge a politician’s character and therefore make a judgement on their identity. Lambert (2010, para 4 ) outlines that ‘social media is so established in society that politicians must disclose a great deal of personal information in order to stay connected and take advantage of social, economic, and political opportunities.’ Ringham (2009, para 3) reaffirms this as she points out that a politician’s private life has become increasingly important to electors as she suggests that ‘the private lives of our leaders are interesting and important because we like to point to what someone else does as an example of what they believe.’ From the above it is evident that electors are interested in a politicians life because it informs them of their personality and keeps them relatable to voters. Therefore, it is fair to deduce that a politician’s private life, which is shared on social media, forms part of their professional identity. The demand and importance for politicians to reveal aspects of their private life on social media is evident as more politicians are engaging in informal commentary that involves aspects of their private life.

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Whilst politicians are sharing more of their private life it does not mean that privacy is dead. Boyd (2010, p 12) outlines that ‘privacy is simply in a state of transition’ as people are still trying to understand how social media fits into society.  From the above it is evident that politicians are sharing more of their private life with electors in order to stay relevant and relatable. This has consequently impacted the way in which a politician forms their professional identity as aspects of their private life are contributing to their identity.  

The rise of social media over the past decade has significantly impacted the world and the workforce. From the above discussion it is evident that social media’s participatory culture and the blurring of public and private spheres have changed the way in which politicians form a professional identity.

Reference List

 Boyd, D. (2010). Social Network Sites as Networked Publics: Affordances, Dynamics, and Implications. Retrieved from https://www.danah.org/papers/2010/SNSasNetworkedPublics.pdf

Brichark, A. (2019). Six ways the media influence elections. Retrieved from https://journalism.uoregon.edu/news/six-ways-media-influences-elections

Chorev, H. (2017). Social Media: A Shaping Force Of Identity And Action – The Palestinian Case. Retrieved from https://www.hoover.org/research/social-media-shaping-force-identity-and-action-palestinian-case

Jenkins, H. (2010). Jenkins on Participatory Culture. Retrieved from http://newlearningonline.com/literacies/chapter-7/jenkins-on-participatory-culture

Lambert, T. (2018). #Auspol Brains Trust: Are political private lives in the public interest? Retrieved from https://womensagenda.com.au/leadership/31142/

Mitchell, C. (2016). Politicians, journalists using social media obscure real issues. Retrieved from http://www.theaustralian.com.au/business/media/opinion/politicians-journalists-using-social-media-obscure-real-issues/news-story877417373bf269603 324d78

Ringham, E. (2009). Why should the public care about a politician’s private life? Retireved from https://blogs.mprnews.org/todays-question/2009/07/why-should-the-public-care-about-a-politicians-private-life/

Saterfield, H. (2016). How Social Media Affects Politics. Retrieved from https://sysomos.com/2016/10/05/social-media-affects-politics/