Tug of war for our democracy
Social media has rarely been as decisive as in these European elections
A guest article by Max Orgeldinger
01.06.2024, 10:20 a.m.
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The way we get information has changed forever. There is much to suggest that further fundamental changes are imminent. The European elections will be the next big test of how much social media influences elections today.
Since the advent of social media, it has influenced our debates – and our elections. The latest Sylt scandal is further proof of how much our political discourse is dominated by social media. This is more relevant than ever, especially in the super election year, just before the European elections. The disgusting slogans that were shouted on Sylt had become popular in the months before, especially on Tiktok.
Today’s social landscape has little in common with the early days of social media – people sharing private content with friends. For many users, social channels are entertainment and information in one. Professional, private and political information is shared. To think that we are all still producers and senders of content on social media is romantic at best. By far the largest part of the population consumes what a small “creator” elite produces.
In addition, Generative AI is on the way to making content production even easier, cheaper and faster. With the help of Generative Artificial Intelligence, fewer people are producing more and more content of higher quality. And the automated adaptation of content to the needs of individuals is also becoming easier. Just like the artificial creation of images and videos. What can be thought up can also be visualized in a deceptively realistic way. Sooner or later, this is always noticed – but by then the content has often already spread.
The AfD has understood the Tiktok principle
One party that has understood the new principle is the AfD. The traditional parties only woke up late in the election year and realized how effectively the AfD uses Tiktok to reach young people.
But it is not just the parties, the creators and the users who are responsible, but especially the social media platform operators themselves. Whoever controls the algorithm decides what gets into people’s heads. And the platforms that control the algorithms want the highest possible usage. We have created a machine that is getting better and better at showing us what we want to see. And we are seeing more and more of what we already know and believe.
Meta (Facebook, Instagram) and Twitter or X have been viewed with similar skepticism for years. At least, until Elon Musk got involved, the interests here seemed clear: profit. With Tiktok, this is less clear. However, there are studies that show that Tiktok plays out significantly more polarizing political content than other platforms.
Anyone who wants to protect democracy should stop underestimating social media. This fact has rarely been as significant as it is now. The super election year of 2024 is characterized by many conflict zones and extremist movements. Foreign secret services of totalitarian states often use these to exert their influence. The AfD is facing serious allegations of Russian and Chinese manipulation. It should have become clear to everyone in the last three years at the latest that it is strategically interesting for Russia and China to weaken Western democracies. And they have already shown that they are willing to use social media as a tool.
The European elections will be the next big test of how strong our democracy is and whether it stands a chance against Tiktok. But the tug-of-war over our democracy will continue on social media afterwards. After the European elections comes the American presidential election. US President Joe Biden’s team has even created a position for the meme campaign.
Anyone who wants to preserve democracy would do well not to trivialize, glorify or demonize social media. The way we inform ourselves and communicate has changed forever. There is much to suggest that further fundamental changes are imminent. The only way to shape these changes is to finally take social media seriously as a political factor and to be active there.
The author: Max Orgeldinger is Managing Director of TLGG, an agency and consulting group for digital transformation, communication and brand experiences with over 250 employees in Berlin.