Social media in the 2016 U.S. Presidential campaign
In 2016, social media exerted an unprecedented influence on a U.S. presidential election, driving, rather than merely following, developments in the 2016 Republican and Democratic presidential primaries.
Contents
Background
As the campaign began, analysts assumed that, because of the increased reach and capacity of social media sites of all kinds since the last election cycle, social media would be used in potentially powerful new ways. The Wall Street Journal predicted that the use of campaign advertisements targeted at individuals using newly available data would be among the more notable innovations.[1]
Presidential election
The political newspaper, The Hill, concluded not only that "[s]ocial media's influence in this presidential election is stronger than it has ever been," but that it "will shape campaigns for years to come."[2] According to The Wall Street Journal, the "traditional media" and the Democratic and Republican parties have lost "dominance" of public opinion to the "digital revolution."[3]
Frank Speiser, co-founder of SocialFlow, said, "This is the first true social media election." He added that before the 2016 presidential primaries, social media were a mere "auxiliary method of communication," but in this new era, "folks on social media to act on your behalf by just sharing it around. You don't have to buy access to reach millions of people anymore." According to Republican political strategist Patrick Ruffini, in the 2012 election cycle, candidates would make short statements, and re-tweet or thank followers.[2]
The Guardian compared Internet memes to political cartoons, arguing, "For the first time in a US election cycle, community-generated memes have grown to play a significant role in political discourse, similar to the classic printed cartoon." While an Internet meme is unlikely to destroy a political career, lots of memes targeting a candidate might.[4]
Sanders campaign
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Social media is widely acknowledged to have played a crucial role in the Bernie Sanders presidential campaign. As of May 2016, 450,000 people belong to the Facebook group Bernie Sanders' Dank Meme Stash, one of the several online groups supporting Sanders. Bernie Sanders' Dank Meme Stash was devoted to creating and circulating memes "skewering" rival candidates Ted Cruz, Donald Trump, and Hillary Clinton. Another group, Bernie or Hillary?, is dedicated to creating mock-campaign posters comparing Sanders to Clinton.[4]
Sanders supporters who succeeded in closing down a planned Trump rally in Chicago in March 2016 were organized via Facebook.[5]
Trump campaign
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The Trump presidential campaign benefited from large numbers of supporters who were active on social media from the beginning of the campaign.
In the first Republican Presidential debate, held on August 6, 2015, the moderator asked candidate Jeb Bush if he stood by a statement made the previous April that illegal entry into the U.S. by undocumented migrants is "an act of love."[6] Bush replied that he did and the Trump campaign immediately posted his comment as part of a video showing mugshots of illegal immigrants who committed violent crimes in the U.S., alternating with footage of Bush saying, "Yeah, they broke the law, but it's not a felony.... It's an act of love."[7][8]
According to Eric Fehrnstrom, political analyst and media strategist, the video marked a crucial turning point in the campaign for the Republican nomination.[6] Political analyst Michael Barone regarded the ad as a key moment in Trump's political rise.[9]
The San Francisco Chronicle described the ad as pivotal in transforming Instagram from a personal photo-sharing app that some celebrities and politicians used to enhance their images, into a propaganda tool.[10]
Right Side Broadcasting Network frequently uploads live streams of Donald Trump rallys on YouTube, casing their popularity to skyrocket.[11]
Cruz campaign
According to The Guardian, Cruz was "skewered by social media memes". His run for the Presidency was ended by a series of memes, including a viral video of an unusually awkward attempt to shake hands with his running mate Carly Fiorina, which was edited to emphasize his awkwardness in reality. The video was viewed 3.5 million times online. In addition, a mock-conspiracy theory faux-asserting that Cruz was actually the Zodiac Killer; the Zodiac Killer was an unidentified serial killer active in northern California from the late 1960s to the early 1970s.[4]
Clinton campaign
In April 2016, Correct the Record, a pro-Clinton super PAC, announced a program called "Barrier Breakers" intended to rival the largely online volunteer efforts of Sanders and Trump supporters. With $1 million in funding, Correct the Record employed paid staff described as "former reporters, bloggers, public affairs specialists, designers" to post "exclusively positive content."[12]
See also
References
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