Former Calgary mayor Naheed Nenshi is well-versed in employing social media strategies for campaigning, dating back to his initial mayoral bid where he utilized Twitter to engage with constituents. Nenshi emphasized the shift in the digital landscape over the past fifteen years, highlighting the challenges posed by algorithms and online hostility, making it increasingly arduous to effectively disseminate messages.
The prevalence of online misinformation, political polarization, and algorithm-driven content consumption has significantly transformed the social media sphere. Elections Canada’s Stéphane Perrault cautioned against relying solely on social media for electoral information earlier this year.
Despite the complexities associated with social media, political figures find themselves compelled to maintain a robust online presence due to the substantial daily usage of platforms like Facebook, Instagram, YouTube, and TikTok among the Canadian populace. These platforms serve as crucial channels for direct engagement with voters and constituents, providing unfiltered access to individuals.
Associate professor David Black highlighted the evolving nature of social media, noting its utility for local politicians lacking the resources for traditional media outreach. However, he underscored the platform’s unintended consequences, such as the dissemination of misinformation and the shaping of behaviors through implicit coercion.
Outgoing Ward 9 councillor Gian-Carlo Carra reflected on the evolution of social media as a tool for direct communication, recalling instances like the 2013 flood where it facilitated immediate community support. Carra expressed concerns about the current digital silos hindering meaningful interactions on social media.
The tailored nature of social media campaigns, focusing on specific demographics, marks a departure from the broad, inclusive approach necessitated by legacy media. Black emphasized the fragmentation and siloing of online public discourse, with messages now targeted at narrow demographic segments.
Black advocated for voters to disconnect from the relentless online environment and engage in physical spaces like campaign events or traditional media consumption to foster a more informed and participatory political experience. Singh emphasized the importance for politicians to balance their online presence with on-the-ground activities, stressing the limitations of solely relying on social media for engagement.
While social media may offer immediate gratification in reaching targeted audiences, Black cautioned against the long-term implications on democratic processes, urging a more holistic approach to political communication.
