The story of the last two US presidential campaigns focuses on the use of social media. However, each candidate used social media for different reasons and in order to accomplish different goals. The 2008 election focused on disseminating campaign-relevant information based on facts, while the 2016 election focused on propaganda through the deployment of fake news and bots. The research indicated that the election of President Obama brought about an increase in the surge of the white nationalist movement. Specifically, the study showed that the day after Obama was elected president occurred the biggest single increase in membership of Stormfront (a White nationalist organization) and that Trump rode the wave to become president in 2016 (Hinck, 2018; Stephens-Davidowitz & Pinker, 2017). Using social media as his persuasive tool, Trump’s campaign imbued anger and hyper-partisanship by advocating policies or messages that called for isolation from the world and the closing of the border to establish an immigration policy.
According to Persily (2017), social media were used in a way to upset established paradigms on how to run and win elections to the extent that President Trump’s campaign broke established norms of politics. However, President Trump and the 2016 election
is not the only occurance of populist nationalism that appears to thrive on social media. Other examples include the rise of the Five Star Movement in Italy, the pirate party in Iceland, and the keyboard army of President Duterte in the Philippines. Furthermore, in Europe the successful Brexit referendum revealed that supporters were seven times more active than their opponents on Twitter and five times more active on Instagram (Persily, 2017).
Fanaticism and Viral Nature of Social Media
It is important to understand what make social media so powerful as a communication tool. The legacy of traditional media as gatekeepers or campaign mediators is declining in terms of influence and power, with no alternative institutions to fill the void. More importantly, President Trump taped into this void by excessively using social media and Twitter. It was noted that from August 2015 to election day there were more than a billion tweets regarding the presidential election (Twitter.com, 2016; Persily, 2017). Furthermore, Trump’s followers on the platform outnumbered Clinton’s followers by 33% (CBSNews, 2016). Subsequently, every tweet from Trump or his allies was further retweeted by his loyal followers and supporters. Particularly, it was found that in mid-2016, Trump’s tweets were retweeted three times as much as Clinton’s, while Trump’s Facebook post were re-shared five times more (Journalism.org, 2016; Persily, 2017). Persily (2017) also discovered that despite much lower advertising budgets or spending overall, the Trump campaign spent more on Facebook than the Clinton campaign.
Perhaps the viral nature of information on social media gives it power. This may be because messages (e.g., political) in social networks influence users’ emotions, making social media messages effective tools of persuasion (Kramer et al., 2014). The ability to deliver both real and junk news (i.e., propaganda, misinformation) makes the media platform potent. Malicious activities such as harassment, hate speech, and spamming are just a few of the negative ways social media are being used (Howard, Bolsover, Kollanyi, Bradshaw, & Neudert, 2017). Bots on social media platforms can quickly send messages and replicate themselves in a way where the messages appear as if sent by a human being. Social media bots are automated accounts that are set up to act as if an actual person is using them. Bots are often used for propagating propaganda from both within and outside the country. Moreover, the notion of sock puppetry
denotes that large followings via social media platforms can be easily gained for an insignificant price.
Therefore, social media provide dangerous ways of spreading junk news within social networks comprised of friends and family. Prior research found that social media favor sensationalist content, regardless of whether the message was fact-checked or not (McCoy, 2016; Vicario et al., 2016). Notwithstanding, when misinformation is combined with automation such as bots, then social media become a tool for computational propaganda (Howard et al., 2017; Kümpel, Karnowski, & Keyling, 2015). Cambridge Analytica (part of Trump’s social media digital strategy) claimed that it targeted 13.5 million voters in 16 battleground states to discover hidden Trump supporters that polls had ignored. Also, Cambridge Analytica targeted Clinton supporters (e.g. white liberals, young women, and African Americans) with messages aimed to reduce turnout among those groups (Persily, 2017).
Political Polarization and Lack of Censorship
Social media offer a direct connection to people and thus allows for the spread of fragmented ideas such as populism to circumvent journalistic gatekeepers. In this way populists can present uncontested or unvetted ideas directly to their audience and articulate their ideology (Engesser et al., 2017). Hence, the rise of new media and political polarization creates a binary political strategy to increase political participation and voting turnout among individuals who see themselves as victims, or powerless, in the democratic process. Notwithstanding, the lack of control and censorship in new and social media has become a niche for extremist groups such as ISIS (Islamic State of Iraq and Syria) or neo-Nazis to spread their ideology. It is within this landscape that traditional media are forced to line up with polarized content in new media in order to keep their audience, while users are caught in the middle or forced to take a side. This dilemma, however, is the antithesis of the tenets of participative democracy (Moote et al., 1997). More importantly, traditional media are reinventing what is defined as news to the extent that they are actively mining social media for what they believe their audience wants to view.
The fact remains that social media platforms have become fertile ground for fake news and propaganda as evidenced in the 2016 US presidential election. BuzzFeed found that false election stories from hoax sites and hyper-partisan blogs generated more engagement than content from real news sites during the last three months of the election and post-election. Users shared false stories such as that Pope Francis endorsed Donald Trump and/or that Hillary Clinton sold weapons to ISIS. These stories and others were shared (e.g. retweeted) hundreds of thousands of times. More importantly, another report found that users were not interested in any news that disagreed or deviated from their accepted premises (PBS Newshour, 2016a). Subsequently, people continued to actively seek and present false information as long as it supported their respective viewpoints.
Furthermore, any group can lend its Twitter support to a particular cause or person such that the control of an ideology or principle can gain an allegiance for a price (Ashton, 2013; Cook et al., 2014). Similarly, social media are increasingly being used by individuals who want to profit based on the number of clicks. In order to do this, they deliberately spread false and fake news to enrich themselves. Persily (2017) investigated the profit motive of social media users residing both inside and outside (i.e., Macedonia) the US. These users reported that publishing pro-Trump and anti-Clinton stories on about 140 websites dealing with US politics could earn them a fortune. One Trump supporter commented that he would have been willing to promote Ms. Clinton and smear Trump if the tactic was profitable. However, he discovered that similar Trump supporters were more fanatical and/or emotionally connected to their candidate than Clinton’s supporters (McCoy, 2016). Furthermore, he stated that Trump supporters were more likely to believe anything when compared to Clinton’s supporters. This is because demographically Trump supporters are less educated, open to deep-seated beliefs, and willing to accept conspiracy theories as truth (Persily, 2017; Peters, 2017; Sides, Tesler, & Vavreck, 2017).
Social Media, Politics, and Propaganda
Twitter, for example, has increasingly been used in political elections of nation-states and in the spread of ideologies such as displayed in the Brexit movement and the 2016 US presidential election (PBS Newshour, 2016b). Additionally, web-based botnets represent a significant number of Twitter traffic (Boshmaf, Muslukhov, Beznosov, & Ripeanu, 2011; Cook et al., 2014). To this end, propaganda and misinformation appear to be the norm in social media networks such as Twitter and Facebook. Social media bots (i.e., botnets, bots) are designed to manipulate the passage, transfer, and volume of the social narrative, which makes them ideal for the spread of homogeneity, as opposed to diversity, within their message. This inherent functionality is why bots are frequently used to spread beliefs (e.g., populism) and computational propaganda. Message distribution via botnets is popular due to the fanaticism of select users who demonstrate an insatiable desire to consume and redistribute information despite the source. Many of these messages carry divisive narratives that tend to transform civic engagement into dichotomies, pitting one group of people against another without allowing for consensus or compromise. Furthermore, fake news websites and bots attract traffic and drive engagement. Collectively, they aim to influence conversations and demobilize opposition through false support (Howard et al., 2017).
The size of a group or an organization does not necessarily have to reflect the level of influence delivered through social media. Twitter has been used in a manner that can create both stability and chaos within regions. Twitter has also arguably become an authoritative vehicle for persuasion (Cook et al., 2014; Waters & Williams, 2011). For instance, the Pizzagate conspiracy theory, where Michael Flynn Jr. (the son of fired National Security Agency director Michael Flynn) tweeted a false story about Hilary Clinton and her campaign manager being involved in a child sex ring. Unfortunately, the tweet led to a man who believed the theory entering the pizza parlor mentioned in the tweet with a rifle and firing shots before being arrested (Persily, 2017). Moreover, Twitter can greatly influence two-party dominated elections such as those in the US, UK and Australia, where prominence is sited on the support for one political leader over another (Cook et al., 2014). For example, it has been reported that tweets for Hilary Clinton and Donald Trump by party loyalists using sock puppetry or bots at one point stood at 20% and 33%, respectively (PBS Newshour, 2016b). Similar results were found in the 2013 Australian federal elections, where large numbers of fake Twitter followers were found for both the incumbent prime minister and the leader of the opposition (Butt & Hounslow, 2013; Cook et al., 2014).
Prior to the Brexit vote, some of the messages tweeted to sway votes included “We are British not Europeans”, “Immigrants are terrorists”, and “Immigrants
have taken away our jobs”. Additionally, Donald Trump’s 2016 campaign slogan “Make America Great Again”, was coupled with Twitter messages referring to Mexicans as rapists, Muslims as Islamic terrorists, and the North American Free Trade Agreement (NAFTA) agreement as the worst trade policy ever. In all cases, the opposition always touted the supporters of such ideologies as a basket of deplorables. Unfortunately however, these extreme viewpoints are now the norm, reality in a post-truth world. New scientific evidence attributes this not to the fact that politicians are more crooked than before, but rather that facts are futile. In other words, it is not that particular negative beliefs are more popular than positive beliefs, but that followers at times become more aggressive at distributing their views over other groups. More importantly, misinformation through social media, once limited to select viewers, has become shareable to all (Peters, 2017). For example, ideological extremism, misinformation, and the intention to persuade readers to respect or hate a candidate/policy based on emotional appeals through social media were reported in Michigan during periods leading to the 2016 USA presidential election. This fake news outperformed professional real news, substantiating the claim that truth is relative and based upon a particular political stance and/or belief system (Howard et al., 2017).