• Political affairs -> Elections and Democracy

• 0 Comment

What role do social media platforms play in political advertising, and should they be held accountable for regulating political content?

Rickie Ruddiman

Social media platforms have greatly impacted the way political advertising is disseminated, consumed and regulated. Navigating through the vast sea of information made available on these platforms can be overwhelming, and for many of us, the jury is still out on the extent of social media's influence on political behavior.

It is undeniable, however, that social media has brought far-reaching changes that have both democratized and complicated the political landscape. The 2016 US Presidential elections were a glaring example of the immense impact of social media on political advertising, with Facebook, Twitter, and other platforms being used by campaigns and outside groups as key tools for reaching targeted audiences, mobilizing supporters, and countering the opposition. As such, social media platforms have made it easier for candidates to bypass traditional media filters, create more personalized and engaging content and ultimately reach greater numbers of voters.

However, every coin has two sides, and it's important to examine the role of social media in political advertising from both angles. One significant issue around social media platforms in political advertising is the spread of misinformation, fake news, propaganda, and deliberate falsehoods that seek to confuse, inflame, and manipulate public opinion. Subsequently, there is the question of accountability- should these platforms be held responsible for monitoring content and advertising from political actors and groups?

The question of regulation and accountability depends largely on two factors- the accountability of social media platforms as media companies, and the position of social media companies as custodians of relative advertising content. While many social media platforms claim that they operate as neutral intermediaries merely providing a platform for users to share content, this position has been challenged regularly in the wake of a spate of incidents by actors from across the political spectrum who have spread fake news, incited violence, and made derogatory statements targeting specific groups.

Many voices are calling for greater transparency and accountability from social media companies – both in terms of the advertisements they accept and the data they collect. Social media platforms must also be held more accountable for the moderation of content and advertising on their platforms. However, this should not lead to blanket censorship, though, but rather require a more nuanced approach that incorporates transparency, user choice, and algorithmic scrutiny into the framework of advertisement on social media.

In conclusion, social media has played a significant part in modern political advertising. On one hand, it has allowed for greater outreach and access for candidates and groups to reach a wider and more diverse range of voters. On the other hand, it has also facilitated the spread of propaganda, misinformation, and outright falsehoods, leading to public distrust and disbelief. The accountability for political advertising on social media platforms lies with society and the social media companies themselves. Regulating content and advertisements should be done in a way that does not violate the right to free speech, but rather improves political integrity, accountability, and transparency.