Today’s the big day—the US elections are kicking off, and even if you’re not a US citizen, the results could ripple through the global economy, making this event worth following. Instead of diving into political debates, let's take a closer look at the role social media plays in shaping the election narrative.
As you scroll through election content, it’s important to understand how platform algorithms influence what you see. These algorithms, while designed to serve up what might interest you, often end up favouring certain narratives. This is more than just a game of likes; it impacts how we perceive the political landscape. By prioritising certain content, these platforms can shape our understanding of the election.
One platform buzzing with election content is X (formerly Twitter). Elon Musk, who’s been vocal about his support for Trump, claims that X is a forum for all political perspectives. However, reports indicate a potential bias in X’s algorithm, showing right-wing content gaining more visibility since July. With Musk’s changes to the platform, some believe the algorithm could be tweaked to amplify certain conservative voices, raising questions about the platform’s neutrality ahead of the election.
Meanwhile, despite US concerns about TikTok, it continues to play a central role in the 2024 race. With a larger user base than X, TikTok has shifted from a space for viral dances to a primary news source for younger generations. Both campaigns understand TikTok’s importance in connecting with Gen Z and millennial voters, reshaping the way candidates engage with younger audiences. Now, politics is TikTok’s newest “dance move”, allowing candidates to speak directly to younger generations.
Both campaigns know they need to speak the language of Gen Z and millennials, diving into internet culture to stay relevant. Recently, after Charli XCX seemed to endorse Kamala Harris, her campaign quickly changed its X backdrop to Brat green—a nod to Charli’s vibe. This move felt spontaneous, showing the campaign’s willingness to stay fresh and meme-ready to connect with younger voters.
Former President Donald Trump is also joining the influencer scene, teaming up with stars like Logan Paul and Adin Ross. This approach gives candidates a way to reach younger audiences while dodging tougher questions from traditional media. By partnering with these platforms and influencers, both candidates are adapting to the digital world to win over the youth vote in this election.
This trend of selective content highlights the broader issue of regulating platforms like X. It’s crucial to remember that algorithms can subtly push certain narratives, shaping our political engagement. Recognising these biases enables us to critically engage with what we see, making sure we aren’t just consuming information passively. When we stay informed and aware, we can navigate these digital spaces with a sharper eye— so let’s not just watch this election unfold but learn to actively understand the forces shaping it.
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