Social Media has played a significant role in elections, including the American presidential election. Platforms like X (formerly Twitter) and Facebook are often seen as influential, especially during election times. However, how significant is their impact on election outcomes?
Judith Möller, a professor of empirical communication research at the University of Hamburg, addressed this question in a press briefing. She suggests that the influence of platforms like X on election results is not as significant as some might think.
From a scientific perspective, many factors influence an election. According to Möller, it is challenging to research the impact of all media. A person’s voting decision is influenced by various causes, such as upbringing, education, and social interactions. These factors also affect media consumption. Despite this, Social Media remains relevant as an information source, especially on topics where people lack knowledge. It plays a role in highlighting which issues are discussed during the election campaign and which actors benefit from them.
Regarding Mark Zuckerberg’s decision to stop fact-checking on Facebook in the USA, Andreas Jungherr, a political science professor, believes this reflects political influence on digital platforms. He does not see this as the end of political discourse, suggesting that one form of moderation is being replaced by another.
Research indicates that if a toxic culture prevails on platforms, certain groups may withdraw from the discourse. However, Social Media is not a perfect reflection of society.
There are concerns about the potential influence of artificial intelligence (AI) on elections, such as bots spreading fake news or AI-generated images. Jungherr believes AI will not play a significant role in the upcoming elections. Political parties have had time to consider how to integrate AI. He argues that AI is not as dangerous as some fear. Political content can be produced more cheaply, allowing parties to communicate their positions more effectively. This can make campaigns more accessible, especially with multilingual content.
Researching the impact of Social Media is challenging due to limited access to data from platforms like Instagram, X, or Tiktok. The Digital Services Act (DSA) aims to improve this situation. However, with the upcoming elections, the necessary structures to use this data are not yet in place.
Overall, while Social Media is a significant information source, its direct impact on election outcomes is complex and influenced by many factors. The role of AI in elections is still emerging, and its influence is not yet fully understood. Access to data remains a barrier to comprehensive research in this field.