How Social Media Is Reshaping Democracy: The Good, Bad and Unchecked Power

BY: KSENIYA SHATHAN / CONTRIBUTING WRITER

Photo via Statista

In today’s world, elections are no longer decided by television and radio broadcasts, speeches, public meetings, or door-to-door campaigns. Political campaigning now thrives—and is often won—on social media. Platforms such as Facebook, X (formerly Twitter), TikTok, and YouTube have become central arenas for political engagement, influencing conversations and amplifying diverse voices. At the same time, social media remains a Wild West of voyeurism, fake news, decentralized extremism, algorithmic manipulation, and foreign interference in democratic processes.

Social media has become a powerful tool for political campaigns by allowing candidates to connect directly with voters. Former President Barack Obama’s 2008 campaign was among the first to harness its potential, and every subsequent U.S. election cycle has leaned heavily on social platforms. President Joe Biden and former President Donald Trump spent a combined nearly $217 million on Facebook and Google ads during the 2020 election, according to records.

This level of digital targeting allows campaigns to deliver personalized messages to specific groups. However, such microtargeting raises ethical concerns. Precision advertising can feed voters information that confirms their beliefs, discouraging critical thinking and creating ideological bubbles that are difficult to break. These bubbles can exacerbate polarization, making it harder for societies to foster constructive dialogue across political divides.

Despite social media’s significance in modern elections, its darker side lies in the spread of misinformation. During the 2016 U.S. presidential election, Russian operatives used Facebook to spread fake news and sow discord among Americans. Similarly, during the COVID-19 pandemic, political rhetoric heavily shaped public perceptions of the virus and vaccines. While social media companies have implemented efforts to flag false content, misinformation continues to flourish.

The rise of deepfake technology further complicates matters. A recent example includes a fake robocall using an AI-cloned voice of President Biden urging voters to skip the New Hampshire primary. These synthetic media are created using generative artificial intelligence—programs like Sora, DALLE and ElevenLabs—that make it increasingly easy for anyone to produce deceptive and hyper-realistic content. Deepfakes pose a significant threat by undermining trust in authentic sources of information.

While platforms have introduced measures such as content labels and third-party fact-checkers, accountability remains elusive. Should tech companies be held responsible for political content on their platforms? On one hand, there is concern over censorship and free speech; on the other hand, unchecked manipulation threatens the very foundation of democracy.

Governments are grappling with how to respond. The European Union has introduced stricter regulations requiring platforms to take down false content swiftly. Meanwhile, in the U.S., debates continue around Section 230—a law that shields tech companies from liability for user-generated content. Yet enforcement is inconsistent and often reactive rather than proactive.

Social media’s influence shows no sign of waning as the United States heads into the 2024 presidential election cycle. Without stronger controls, misinformation will continue to evolve, becoming harder to detect and easier to spread. The responsibility falls on politicians, tech companies and citizens to ensure that social media supports democracy rather than undermining it.

The stakes are high because these platforms not only shape public opinion but also influence voter behavior in ways that were unimaginable just a decade ago. For instance, viral hashtags like #BlackLivesMatter and #MeToo have demonstrated how grassroots movements can gain traction quickly online, sometimes bypassing traditional gatekeepers entirely. However, this same power can be weaponized by bad actors seeking to destabilize democracies.

Striking a balance between preserving free speech and curbing unlawful or manipulative practices is essential. Without this equilibrium, the platforms that connect us could become the very force that fractures our democracies—a scenario that would have profound consequences for generations to come.