In the few years since a new generation of social media have transformed our idea of staying connected and reaching out to others, the online world has quickly turned into a political arena, writes Dr Jens Binder.
The 2008 US presidential elections, the YouTube elections, and the role of Twitter and other services during the Arab Spring are just two of the most prominent examples. It is to be expected that from now onwards every major election will be run, scrutinised, analysed and commented upon offline as well as online. Indeed, analysts have been quick to find social media metrics such as link shares and retweets on Twitter to provide further measures of conventional mass media campaigns such as the party leaders’ TV debate.
Although the trend is clear – there is no going back to the era before social media – it is very challenging to ascribe specific politics-related effects to media use. In the following, some of the likely and not so likely benefits of social media engagement on the side of political parties will be considered. Continue reading