The Impact of Social Media on Political Discourse and Image Perception
Open Access
- Author:
- Misra, Aishwarya
- Area of Honors:
- Advertising/Public Relations
- Degree:
- Bachelor of Arts
- Document Type:
- Thesis
- Thesis Supervisors:
- Steve Manuel, Thesis Supervisor
Dr. Susan Mary Strohm, Thesis Honors Advisor - Keywords:
- Social Media
Politics
Discourse
Perception
Public Relations - Abstract:
- The online world has become part of the very fabric of society, and an even larger part of how we receive, disseminate, and interact with information – specifically news. Social Media has played a huge role in political discourse in recent years and has given way to perceiving candidates in a newer, brighter light. This thesis explores how social media impacts political perception and discourse and how candidates may use this new age of communication to further their own agenda. It answers the question: how has social media changed political campaigns, and the way we engage in the political process? Ultimately, has social media changed politics? The results show that social media has increased political engagement online but has largely polarized users – most individuals involved in online political discourse lean left or right, with very few moderates. Political figures or candidates often take advantage of this polarizing affect by catering their messaging to audiences that lean far right or left. Inappropriate usage of social media –such as attacking not catering their message in a relatable way to their audience – often alienates voters and creates a negative perception, while catering messaging to the social media platform and audience successfully creates a positive, likeable image in the eyes of the public. It can be conclusively said that social media plays a large role in political discourse and image perception.