In this European election, social media's impact has been remarkable.
The way we acquire information has been drastically altered, and significant changes are expected to happen in the near future. The upcoming European elections will serve as a significant test for the power of social media over elections.
Since the birth of social media, it has significantly impacted our debates and elections. The Sylt scandal serves as a testament to the dominance of social media over our political discourse. With the European election quickly approaching, this issue is more important than ever. The offensive slogans that were shouted at Sylt were primarily popular on TikTok for months prior.
The introduction of social media has drastically changed the current social landscape. People now share private content with friends, making social platforms a platform for entertainment, information, and politics. While it may seem that everyone is still producing and broadcasting content on social media, the majority of the population simply consumes content from a small "creator" elite. Additionally, generative AI is making content production more efficient, inexpensive, and faster. With generative AI, fewer people are producing more high-quality content, and the automated adaptation of content to individual needs is also becoming easier. Producing images and videos can also be automated, and anything that can be thought of can be visually simulated. Eventually, this will all fall into place, but for now, the content has already spread.
AfD Utilizes TikTok Actively
One party that fully understands this principle is the AfD. The traditional parties have only realized in the midst of the election year how effectively the AfD uses TikTok to reach young people.
However, it's not just the parties, creators, and users responsible, but also the social media platform operators themselves. Those who control the algorithm decide what reaches our brains. And the companies controlling the algorithms want as many users as possible. We have created a machine that gets better and better at showing us what we want to see. We are seeing more and more of what we already know and believe.
Critically observing Meta (Facebook, Instagram) and Twitter or X has been continuing for years, but the intentions of TikTok are less clear. There are studies showing that TikTok plays significantly more polarizing political content than other platforms.
Anyone who wants to defend democracy should not underestimate social media. This factor has never been as crucial as it is now. The super election year 2024 is packed with multiple points of conflict and extremist currents. It's not unheard of for foreign intelligence services of totalitarian states to use this for their influence. They have already shown that they are ready to use social media as a tool. The AfD is facing serious allegations of Russian and Chinese manipulation. It is strategically important for Russia and China to weaken Western democracies. And they have already shown that they are prepared to use social media as a tool.
The European election will be a major test for the resilience of our democracy against TikTok. The battle to preserve democracy will continue on social media following the European elections. Before the American presidential election, this struggle will continue.
Those who want to preserve democracy should take social media seriously, not as insignificant, sacred, or evil. The method in which we inform ourselves and communicate has changed forever. It's likely that more significant changes are on the horizon. The only way to shape these changes is to view social media as a political variable and actively participate on these platforms.
Author: Max Orgeldinger is the Managing Director of TLGG, a group of agencies and consultancies for digital transformation, communication, and brand experiences with over 250 employees in Berlin.
Read also:
- The AfD has actively utilized TikTok to reach younger audiences, outpacing traditional parties in harnessing the platform's potential for election campaigns.
- In light of the AfD's increased presence on TikTok, concerns about Russian and Chinese manipulation have arisen, sparking debates about the strategic importance of this social media platform in weakening Western democracies.
- The US presidential election in 2024 will be another crucial test for the role of social media in electoral campaigns, with foreign intelligence services already demonstrating their readiness to use these platforms for their influence.
- The networking sites, such as Facebook, Instagram, and TikTok, are increasingly becoming significant players in shaping political conversations, making it essential for defenders of democracy to engage and actively participate on these platforms.
