The landscape of political engagement has shifted dramatically in 2024, as social media usage has surged beyond 5 billion users globally. This unprecedented figure represents a significant portion of the world’s population, estimated at approximately 8 billion. As traditional media struggles to adapt, platforms like TikTok and X (formerly Twitter) are reshaping how political discourse occurs and how communities form online.
The decline of print media began with the rise of free online content, which increasingly outpaced subscription-based newspapers. Many publishers initially found refuge on social media platforms like Facebook, only to face a sharp decline in referral traffic as these platforms began prioritizing content that kept users engaged within their ecosystem. Today, the viewing figures speak volumes: only 15 million people tuned in to watch England’s loss to Spain in the Euro 2024 final, while popular podcaster Joe Rogan boasts over 14 million followers on Spotify and an additional 20 million on YouTube.
This evolving digital environment is not merely about where people access information; it has become a space for shaping ideologies and policies. In this era of posting, even mundane decisions, such as whether to drink tap water, can spark intense political debates. The rapid churn of social media influences political discussions, often elevating ideas that resonate emotionally with users, regardless of their factual accuracy.
Influencers Replace Traditional Gatekeepers
As political communications become increasingly dominated by influencers, traditional gatekeepers have fallen from grace. Figures like Elon Musk have reinstated controversial personas, such as white supremacist Nick Fuentes, who now boasts nearly as many followers as Labour leader Keir Starmer. Similarly, the recently reinstated Andrew Tate has gained approximately 9 million more followers than the Prime Minister, highlighting a significant shift in who holds political sway.
Amidst this chaotic digital landscape, the Labour Party has struggled to navigate the complexities of online engagement. Its attempts at serious policy discussion have often been overshadowed by conspiracy theories, particularly surrounding its digital ID policy. In contrast, the right-wing party Reform UK has successfully harnessed the potential of TikTok, where leader Nigel Farage enjoys a following that dwarfs that of other Members of Parliament combined.
The success of these influencers is not limited to mere follower counts. They adeptly engage in social media trends, creating content that resonates with audiences and often leverages popular culture. Farage’s videos, often set to energetic music and featuring humorous takes on political journalism, have become viral sensations, demonstrating the power of entertainment in political messaging.
The New Battle for Attention
While misinformation remains a critical concern, the primary struggle on digital platforms lies in capturing attention and evoking emotions. Pro-Kremlin propaganda has evolved from overtly false narratives to more subtle forms of engagement, utilizing shareable content and audio templates that resonate with younger audiences. This shift underscores a broader realization: the effectiveness of communication in the modern political arena depends less on policy specifics and more on the ability to connect with the emotional pulse of the electorate.
Traditional centrist politicians often find themselves trying to maintain a sense of sensibility, but this strategy may lead to stagnation. Meanwhile, reactionary voices, both from the right and occasionally the left, thrive by tapping into the currents of audience attention. As political dynamics continue to evolve, it is essential for politicians to adapt to these changes.
The digital landscape has irrevocably altered how politics is conducted, and those who fail to recognize this shift risk being left behind. Understanding the nuances of social media culture and the emotional drivers of engagement will be crucial for any political entity hoping to remain relevant in this new age.
Robert Topinka, a reader in digital media and rhetoric at Birkbeck, University of London, emphasizes the need for a paradigm shift in how political organizations approach their communication strategies in this highly interconnected world.
