By D.W.G. Kalani Tharanga, JadeTimes News
Digital Campaigning, A New Battleground
Traditional campaign strategies like speeches, door to door canvassing, and interviews have always been integral to political campaigns. However, the battleground has significantly expanded to social media, particularly to engage younger voters. Political parties are investing heavily in creating short, snappy content for platforms like Facebook, Instagram, TikTok, and X. According to Gwenno Jones, a digital marketing expert, social media enables parties to target people of all ages, with each platform attracting different demographics. TikTok, for instance, is favored by younger audiences, while Facebook appeals to an older demographic. This shift allows parties to reach over 80% of the UK population, who spend an average of one to two hours online daily.
Data from Who Targets Me reveals that Labour spent nearly £1.4 million on digital campaigning between early May and June, while the Conservatives spent around £750,000. In comparison, the Liberal Democrats spent approximately £45,000, Reform around £8,000, and Plaid Cymru about £2,500. This substantial investment underscores the importance of online presence in modern political campaigns.
The Role of Misinformation and Memes
While digital platforms offer extensive reach, they also pose challenges, including the spread of misinformation. a research highlights that young people are particularly targeted by misleading content. Owen Alun John, a former advisor to ex First Minister Mark Drakeford, notes that online campaigning is now as crucial, if not more so, than traditional methods like door knocking. He emphasizes that political advertising allows parties to target specific demographics efficiently, reaching potential voters directly on their social media feeds.
At Cardiff University's School of Journalism, students are taught about social media's impact on shaping opinions, especially among young people. Third year student Beca Dalis observes that political memes are often used to mock other parties rather than discuss manifestos. Fellow student Efa Ceiri adds that while social media raises election awareness, it can sometimes trivialize the importance of the electoral process. This dual effect of engaging and potentially diluting the seriousness of political discourse highlights the complex role of digital content in modern elections.
The influence of TikToks and memes in this year's general election is profound. Digital campaigning offers unprecedented reach and engagement, particularly among younger voters. However, it also brings challenges, including the spread of misinformation and the potential to trivialize serious political discourse.