The article discusses how social media has evolved beyond a platform used by “other people” to a space in which nearly everyone participates, with over 5 billion global users. The internet has transformed communication and the sharing of information, impacting traditional media outlets and leading to a decline in referral traffic for publishers.
This shift has altered political discourse, with social media enabling community building and shaping ideologies while prioritizing engagement over traditional messaging. Traditional political communications often get overshadowed or mocked, replaced by influencers who successfully navigate audience attention.
Examples include figures such as Elon Musk replatforming controversial individuals and politicians like Nigel Farage leveraging TikTok to grow their audience. The Kremlin has adapted its strategies to create shareable content that resonates emotionally with users.
The article argues that the focus on misinformation distracts from the underlying dynamics of attention and emotion that drive engagement. As traditional politicians cling to sensible policies, reactionary forces thrive by appealing directly to the changing landscape of online engagement. Politicians must adapt to this new reality to remain relevant.
