Social media’s unprecedented growth, with 5.22 billion global users, is reshaping politics by boosting voter engagement, amplifying protests, and fueling disinformation, while raising urgent questions about its role in governance and democracy worldwide
Social media now plays a pivotal role in global politics, influencing elections, amplifying protests, and shaping public opinion. With over 5.22 billion users worldwide—63.8% of the global population—platforms like TikTok, Facebook, and Instagram are no longer just communication tools; they are battlegrounds for political narratives, misinformation, and civic engagement. Users spend an average of 2 hours and 31 minutes daily on these platforms, highlighting their centrality in modern life and politics.
Political Mobilization at Unprecedented Scale
Social media has emerged as a powerful tool for political mobilization, transcending borders and empowering voices that were historically marginalized or unheard. From boosting voter participation to shaping electoral outcomes and fueling global protests, platforms like Facebook, Instagram, Twitter, and TikTok have revolutionized how people engage with politics.
Increased Voter Participation: Social media has empowered voters globally. In the 2020 U.S. elections, Facebook and Instagram registered 4.4 million voters, contributing to a 66.7% turnout, the highest in a century. Brazil’s 2022 elections saw hashtags like #VotePorBrasil mobilizing underrepresented groups, influencing over 70% of first-time voters. In India, campaigns like #VoteNow on WhatsApp reached nearly 20% of the electorate during the 2019 elections, particularly younger voters in urban areas. Germany’s 2021 Federal Election also leveraged TikTok’s Election Hub, which provided accurate voter information to over 2 million users.
Shaping Electoral Outcomes: The role of social media in elections is equally transformative—and contentious. In the 2024 U.S. presidential race, digital advertising spends on platforms like TikTok, Facebook, and Instagram exceeded $1.5 billion by mid-year. Meta Transparency Report, 2024 reveals, that these platforms allowed campaigns to micro-target voters with precision, especially among the 40% of voters aged 18–29 who primarily consume political content online.
Brazil’s 2022 elections saw WhatsApp emerge as a dominant political platform, reaching 78% of the population. Campaigns used the app to send tailored messages, but it also became a hotbed for misinformation, spreading false narratives about voter suppression and fraud.
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Fueling Protests Worldwide: Social media platforms have redefined activism, turning local movements into global phenomena. In Iran, following Mahsa Amini’s death in custody, over 22 million tweets with the hashtag #MahsaAmini flooded Twitter within two weeks. This digital wave galvanized protests that drew global attention, with world leaders pressured to address the situation. Similarly, during the 2020 Hong Kong protests, Telegram and Twitter became indispensable tools for organizing flash mobs and sharing real-time updates, with nearly 60% of activists relying on these platforms for coordination.
Youth Engagement on Global Climate Strikes: Social media platforms, especially Instagram and TikTok, played a pivotal role in mobilizing millions of young people for climate action. Movements like Fridays for Future, initiated by Greta Thunberg, gained traction globally, organizing protests in over 150 countries. The hashtag #ClimateStrike has been used more than 10 million times on Twitter and Instagram, amplifying youth-led climate advocacy.
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The Double-Edged Sword of Social Media Algorithms?
Polarization and Ideological Bubbles: Algorithms designed to maximize user engagement have intensified political polarization. Facebook’s internal studies reveal that content evoking anger or outrage is 80% more likely to be shared. Research by C. Marret in 2022 on case studies in the European context highlighted that, in the United States, 64% of adults believe that social media platforms deepen political divides, a sentiment mirrored in the United Kingdom during Brexit.
The danger lies in the creation of echo chambers where users are exposed only to content that reinforces their beliefs. This phenomenon played a pivotal role in the 2023 riots in France, where online communities amplified discontent over pension reforms, resulting in nationwide unrest.
Defamation and Disinformation Campaigns: Defamation and disinformation campaigns on social media have grown beyond elections, increasingly targeting political figures globally. In the 2024 U.S. presidential race, over 700,000 instances of misinformation about candidates were flagged, with false narratives undermining trust in democracy. Beyond elections, smear campaigns have targeted figures like New Zealand’s Jacinda Ardern, who faced false accusations on Facebook linking her policies to conspiracies. Similarly, in the Philippines, bot-driven attacks spread defamatory claims about Vice President Sara Duterte during 2023 budget debates. In India, manipulated videos misrepresenting opposition leader Rahul Gandhi during public speeches went viral, tarnishing his reputation. During the COVID-19 pandemic, 59% of U.S. adults encountered vaccine misinformation online. Platforms like Facebook and YouTube reported removing millions of posts, but the damage to public trust was already done. These cases highlight the weaponization of sensational content, amplified by algorithms and fake accounts, to erode public trust and destabilize political discourse globally.
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Foreign Interference: A Digital Cold War!
Foreign interference in politics via social media is a truly global challenge. Nations outside of the usual suspects have demonstrated that these platforms are potent tools for influence operations. While the actors and methods vary, the goal remains consistent: to destabilize trust in democratic systems and shift the balance of power.
Philippines and Regional Influence: The Philippines, under various administrations, has seen its own campaigns of influence and digital interference aimed at neighboring countries and regional blocs. During heightened tensions in Southeast Asia, reports surfaced of state-affiliated campaigns using Facebook and Twitter to sway public opinion in favor of controversial territorial claims. These campaigns often leveraged “troll armies” to amplify favorable narratives and discredit critics, undermining regional cohesion.
United Kingdom’s Brexit Fallout: While the Brexit campaign often highlights domestic political maneuvering, evidence suggests that actors outside of Europe sought to exploit the referendum’s divisiveness. Investigative reports revealed covert operations from various external entities that funded microtargeted advertising to inflame debates about immigration and sovereignty. These campaigns succeeded in creating an outsized focus on contentious issues, destabilizing public discourse and influencing voter sentiment.
Latin America’s Political Turbulence: Latin America has become a hotspot for social media manipulation, often aimed at swaying electoral outcomes. During the 2022 elections in Peru, international networks leveraged social media to push polarizing content about candidates. These operations disseminated false information about corruption and human rights records, deepening societal divisions and impacting voter turnout.
In Colombia, platforms like Twitter and Facebook were reportedly used to disseminate disinformation campaigns during peace negotiations with rebel groups. External actors sought to discredit the process by circulating content that fueled distrust among citizens, stalling progress on critical political reforms.
Australia’s Election Narratives: Australia has also faced allegations of foreign interference through social media. In the lead-up to federal elections, external entities used platforms to amplify misinformation about immigration policies, economic strategies, and climate commitments. These campaigns aimed to sway public opinion and influence voter behavior in ways that aligned with broader geopolitical interests.
The Regulatory Response
Europe Leads the Charge: The European Union is at the forefront of regulating social media’s influence. The Digital Services Act (DSA), enforced in 2023, mandates platforms to remove harmful content swiftly or face fines up to 6% of global revenue. It also requires transparency in algorithmic decision-making, setting a precedent for global regulation (European Commission).
Despite its ambition, enforcement remains a challenge. Platforms operating across multiple jurisdictions often find loopholes, while smaller companies struggle to comply with the stringent requirements.
U.S. Debates Over Section 230: In the United States, Section 230 of the Communications Decency Act, which shields platforms from liability for user-generated content, is under intense scrutiny. Lawmakers are considering reforms that would hold platforms accountable for amplifying harmful content, a move fiercely opposed by tech giants like Meta and Google.
What could be Data-Driven Solutions for the Future?
AI Moderation with Accountability: Social media companies are deploying AI to identify and remove harmful content. Facebook’s Meta AI Report, 2023 reports that 94% of hate speech is now detected before user complaints, a significant improvement from 75% in 2019. However, critics argue that transparency in how AI systems operate remains insufficient.
Digital Literacy Campaigns: Finland’s approach to integrating media literacy into education offers a compelling model. Since introducing these programs, susceptibility to fake news among Finnish students has dropped by 34%, showcasing the potential of early intervention.
Decentralized Alternatives: Decentralized platforms like Mastodon and Bluesky are gaining traction, with Mastodon reporting a 400% increase in users following controversial policy changes by major platforms. These alternatives promise greater user control but face challenges in scaling and adoption.
Lastly, social media has become a cornerstone of global politics, with its influence set to grow. While it democratizes access to information and amplifies marginalized voices, its potential to destabilize democracies cannot be ignored. As nations grapple with regulation and platforms adapt to scrutiny, the balance between innovation and accountability will shape the future of political discourse.
