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https://doi.org/10.17645/mac.v11i3.6813
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Are Online Political Influencers Accelerating Democratic Deconsolidation?
[journal article]
Abstract Social media campaigning is increasingly linked with anti-democratic outcomes, with concerns to date centring on paid adverts, rather than organic content produced by a new set of online political influencers. This study systematically compares voter exposure to these new campaign actors with candid... view more
Social media campaigning is increasingly linked with anti-democratic outcomes, with concerns to date centring on paid adverts, rather than organic content produced by a new set of online political influencers. This study systematically compares voter exposure to these new campaign actors with candidate-sponsored ads, as well as established and alternative news sources during the US 2020 presidential election. Specifically, we examine how far higher exposure to these sources is linked with key trends identified in the democratic deconsolidation thesis. We use data from a national YouGov survey designed to measure digital campaign exposure to test our hypotheses. Findings show that while higher exposure to online political influencers is linked to more extremist opinions, followers are not disengaging from conventional politics. Exposure to paid political ads, however, is confirmed as a potential source of growing distrust in political institutions.... view less
Keywords
social media; election advertising; digital media; advertising medium; election campaign
Classification
Political Process, Elections, Political Sociology, Political Culture
Interactive, electronic Media
Impact Research, Recipient Research
Free Keywords
democratic deconsolidation; digital campaigning; micro-influencers; online election; online influencers
Document language
English
Publication Year
2023
Page/Pages
p. 175-186
Journal
Media and Communication, 11 (2023) 3
Issue topic
Social Media's Role in Political and Societal Mobilization
ISSN
2183-2439
Status
Published Version; peer reviewed