Political Communication in Digital Media

Political communication is the process by which individuals, groups, or institutions within a society exchange information about policies, ideologies, and goals. This communication generally includes election campaigns, policy-making, and public opinion formation processes.

The impact of digital media on political communication is a quite profound and complex subject. 

First, we can look at the relationship between political communication and digital media. Digital media has significantly transformed political communication. Political communication generally involves messages from politicians, parties, or governments directed at the public. Digital media has moved this communication to a platform where it is faster, can reach wider audiences, and can increase interaction. We call this creating a compression in time and space.

The role of digital media in political communication stands out by increasing the speed of information flow and providing opportunities for interactive communication. Voters are no longer just consumers of information; they can now interact on online platforms and share their own views.

Digital media elements include social media, digital advertisements, content spread over the internet, and interactive platforms. These elements play an important role in influencing voters. For example, it is possible for campaigns conducted via social media to reach large audiences and spread rapidly. There are many examples worldwide regarding the effects of digital media on political communication. While acknowledging that the role of digital media may vary in every country and every election, and may change depending on local dynamics, I would like to draw attention to common points in the following examples: 

The USA is an example that most clearly demonstrates the role of digital media in political campaigns. Social media platforms, especially Twitter and Facebook, allow political candidates to reach voters directly and build their supporter bases. In US election campaigns, candidates and parties actively use digital media both to announce their messages and to interact with voters. Following the events that unfolded after the 2016 presidential election in the US was won by Donald Trump, the Cambridge Analytica scandal revealed just how manipulative an effect digital media can have on voters' preferences. 

Similar situations were encountered in Brazil. Especially during the 2018 presidential election, digital media became a decisive factor in political communication. Social media platforms, especially WhatsApp, enabled politicians and parties to communicate directly with supporters. At the same time, the rapid spread of fake news and manipulative content also influenced voter attitudes. 

India has a significant impact of digital media on political communication due to it being one of the countries with the highest internet usage worldwide. Political parties try to reach large audiences by conducting their election campaigns on digital platforms. Social media makes it easier for politicians to interact directly with voters and share their views on policy. 

In Europe, digital media plays a transnational role in political communication. In EU elections, political parties use digital platforms to convey a common message across Europe and reach voters. At the same time, political leaders and parties compete with each other through digital media and try to emphasize their political views.

Propaganda conducted by parties through digital media is a powerful tool in influencing voters. Voter attitudes can be influenced through content specific to target audiences, establishing emotional bonds, and interactive campaigns. Voters react differently to political messages received through digital media.

We can concretize these reactions under the following headings:

Attitude Changes Based on Information:

Voters may undergo attitude changes based on information they acquire on social media. This is because digital media has the capacity to provide information to voters quickly and extensively. However, there are also concerns regarding the accuracy and reliability of this information. Voters should use critical thinking skills when evaluating information coming from digital media. The wide range of information offered by digital media can shape voters' political attitudes; however, it can also be full of misleading or biased information.

Social Media Interactions and Social Pressure: 

Social media platforms allow voters to share their political views, discuss, and interact. These interactions can shape social pressures and norms. Especially voters who are part of a group that has adopted a specific political view can reinforce these views by interacting with others who share similar views on social media. At the same time, feedback on social media can cause voters to update and change their attitudes.

Sensitivity to Digital Campaigns: 

Digital campaigns of political parties and candidates can trigger voters' sensitivities. For example, emotional content can lead to positive or negative reactions in voters. At the same time, the language, symbols, and visuals used in digital campaigns can also create powerful effects on voters. Customized content in digital campaigns can leave a more personal impact by addressing the individual needs and preferences of voters.

Social Media Perception and Group Identity:

Voters can form a strong bond with the groups they are in on social media. This group identity can shape voters' political views and create sensitivity towards other groups. Social media offers voters the opportunity to interact more with groups that have adopted a specific political view and to approach these groups with a sense of belonging.

These effects they experience in digital media can cause voters to develop different attitudes such as “apoliticization,” “political fanaticism,” or “remaining a passive spectator” in the face of propaganda by parties and candidates during election processes. Understanding the effects of digital media on political communication and examining the reflections of these effects on voters is very important for political parties and candidates.