Social Media Role in politics ziad jaser

Social Media Role in politics ziad jaser

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  SOCIAL MEDIA: Essential, Influentialand Equitable Political Tool Analytical Study of the Role Social Media Plays in Politics By: Ziad Jaser Durra 11-Jan-2015
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  Social Media isan Essential, Influential and Equitable Political Tool By: Ziad Jaser Durra 1. Introduction The Internet has revolutionized the way most people live. It has become an integral part of our economic, political, and social lives, altering the way we purchase goods, the way we bank, and the way we communicate with one another. The number of internet users have grown from ten million in 1993 to three billions in 2014. People use online social media regularly to stay connected to their family and friends and pursue interests and hobbies. Advancement in Information and Communication Technologies (ICT) , evolution of the Internet Web2.0 technology and the innovation of mobile technology have quickly developed social media into an important way to influence society. Social media has changed the way people communicate, it have helped make real the idea of a “global village”. The power of social media to affect society is based on its social aspects which means interaction and participation1 . Previous studies conducted on social media use presented Social Media as a tool that would motivate and deepen the relationship between citizens and politicians. Other studies have focused attention on the loss of control over information, the lack of citizens’ interest in general politics and the remaining inequalities of Internet access. According to David Phillips who explored the growth of social media sites, success in politics is now highly influenced by the online activities of political institutions, they can exchange views on the latest political developments or hot topics, inviting the public to comment and follow their political programs. David concluded that we have entered an entirely new and exciting era of politics, the internet has totally revolutionized the practice of public relations.2 Kathy Cohen, who studies youth utilization of social media, pointed out that social media provides expanded opportunities for political engagement for youth and marginalized groups, facilitated through the culture of sharing and participation. She concluded that social media has the potential to facilitate an equitable distribution of political participation among people from different racial and ethnic groups3 . 1 Suomen Toivo -Think Tank, “Social Media : The New Power of Political Influence,” Brussels: Centre for European Studies, Ver. 1, (2012), p5 2 David Phillips and Philip Young, Online Public Relations, (London: Koger Page Limited, 2 nd edition, 2009) 3 Cathy J. Cohen and Joseph Kahne , New Media and Youth Political Action (University of Chicago. MacArthur Foundation’s Digital Media and Learning Initiative, 2012).
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  To shed-light onthe power of social media as political tool, this study explored illustrative cases of effective use of Social Media since 2011, for political mobilization, election campaigning, war propaganda and public diplomacy. The research examined the hypotheses that with the advancement in Information and Communication Technologies (ICT), evolution of the Internet, innovation in mobile technology and the rapid increase in the number of Internet users, Social Media became an influential and powerful political tool that provides equal opportunities for the rich and the poor. 2. Social Media Role in Politics 2.1. What is Social Media? The Oxford Dictionary defines Social Media as “Websites and applications that enable users to create and share content or to participate in social networking.” For the purpose of this study, the term Social Media refers to Web 2.0 media platforms and internet sites and services. Sites and Services such as Facebook, Twitter, Blogs, LinkedIn and YouTube that allow users to create, share, rate and search for content and information. Social Media sites allow users to post, share and comments on subjects of interest with the ability to publish articles, pictures and videos. These tools become ‘social’ in the sense that they are created in ways that enable users to share and communicate with one another.4 Social Media participatory and interactive characteristics, provides tools that empower people to have a more direct and personal participation in the formal political process. It have been used to trigger and initiate social change, change in the governments and societies. Social media tools can take different forms and fulfill a variety of needs, social media tools are generally available to anyone at little cost. Social Media tools enable private/public individuals to publish or access information. They have the capability to reach small or large audiences and they are capable of providing immediate responses if the participants chose to. 2.2. Social Media as Tool for Political Mobilization Since the rise of the Internet in the early 1990s, the world's online population has grown from millions to billions. In the same time, social media have become essential part of civil society work around the world, involving regular citizens, activists, nongovernmental organizations and governments. As the communications landscape gets more participatory, the networked population is gaining greater access to information, more opportunities to engage in public 4 Narnia Bohler-Muller and Charl van der Merwe, “The potential of social media” (African Institute of S. Africa, Policy Briefing no. 46, MARCH 2011).
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  speech, and anenhanced ability to undertake collective action.5 Web social media, have energized and strengthened activism, allowing activists to group together by providing channels of communication and tools for quick exchange of ideas, group creation and protest mobilization.6 Social Media role in rallying protesters and generating support from both domestic and international sources stared from the ground, allowing political activists to document governmental abuses, disseminate information and communicate their demands for change to government leaders. Social Media effects started before protestors started demonstrating in the streets. The Internet has quietly but profoundly shifted the people perceptions of their government and increased their desire to act or organize. The Internet, together with related technologies, has been revolutionary for information dissemination. It has drastically and rapidly transformed how information is packaged; how quickly and at what cost that information can be distributed. This has resulted in the most rapid democratization of communication in history.7 Social Media have become a powerful coordinating tools for nearly all of the world's political movements. Several protests demanding change around the world were organized with help of social media. Protest movements including a movement against fundamentalist vigilantes in India in 2009, the beef protests in South Korea in 2008, and protests against education laws in Chile in 2006, have used social media not as a replacement for real-world action but as a way to coordinate it. This obviously does not mean that every political movement that uses these tools will succeed, because the state has not lost the power to react. In Moldova, the Communist Party lost power in 2009 when massive protests coordinated in part through social media broke out after an obviously fraudulent election.8 In the spring of 2011, revolutions swept the Middle East, from Tunisia, to Egypt, to Syria and beyond. Startling images captured by civilians and distributed through Social Media were viewed by people around the world. Tunisia's population of 10 million people, known for their high levels of education and civic pride, became the first people in the Arab world to take to the streets and oust their president. During the first two weeks of the protest, Tunisia witnessed a sudden eight percent surge in the number of Facebook users coupled with a shift in the usage turned from merely social in nature into primarily political.9 During the week before Mubarak’s resignation, the total rate of tweets from Egypt and around the world about political change in that country increased from 2,300 a day to 230,000 a day. 5 Clay Shirky , “The Political Power of Social Media,” The Council on Foreign Relations, (Feb. 2011), http://www.foreignaffairs.com/print/66987 6 Bogdan Patrut¸ Monica Patrut¸ Vasile Alecsandri, “Social Media in Politics: Case Studies on the Political Power of Social Media,” Springer Cham Heidelberg, (2014). 7 Catie Bailard, “The Other Facebook Revolution,” The Council on Foreign Relations, (2014), http://www.foreignaffairs.com/print/139655 8 Shirky, “The Political Power of Social Media.” 9 Rita Safranek, “Social Media & Regime Change,” ProQuest Discovery Guides, (March 2012), http://www.csa.com/discoveryguides/discoveryguides-main.php
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  Videos featuring protestand political commentary went viral receiving nearly 5.5 million views. The amount of content produced online by opposition groups increased dramatically.10 The chain of events leading to the transition of power in Egypt was quite intense and social media played a central role in the most significant change in the Arab Spring.11 While social media helped political activates to organize protests and easily communicate with followers, it is naive to say social media was the only thing that influenced Arab Spring revolutions.12 Social media is not the only driving force behind political change, research suggests that protests, when effective, are the end of a process, rather than a replacement for it. For people who have felt powerless against repressive regimes, social media enabled political activist to level the political playing field to become one of the most important components of any successful revolution.13 2.3. Social Media as Tool for Electoral Campaigning Social Media has been used in political campaigns to spread messages, to inform and engage voters. Earlier studies tried to state the importance and limitations of Social media tools to improve the relations between political actors and their constituents. Success in politics has become highly influenced by the online activities of political actors. Through Social Media tools, politicians can exchange views on the latest political developments and invite citizens to comment and support their political programs.14 Studies of citizen voting habits have shown that decisions are not usually based on one-step communication. it is more based on two-step communication, which means conversation with opinion leaders, colleagues, friends and acquaintances who can either strengthen or weaken the voter’s opinion.15 Barack Obama’s 2008 US presidential campaign has often been described as the first electoral campaign in which the use of social media had a decisive impact. The core of the web-based campaign was a well-designed, versatile and dynamic website.16 2.3.1. 2012 U.S State of Virginia 2nd District Elections In the second district of Virginia candidates used Social Media tools to motivate and activate their supporters and to differentiate themselves in front of their constituents. Releasing the potential of the interaction capabilities Social Media provides, politicians utilized these tools to 10 Ibid. 11 Suomen Toivo -Think Tank, “Social Media : The New Power of Political Influence,” p5. 12 Safranek, “Social Media & Regime Change.” 13 Safranek, “Social Media & Regime Change.” 14 Pa˘trut et al¸ “Foreword: Social Media in Politics: Case Studies on the Political Power of Social Media,” p 88 15 Julia Caplan, “Social Media and Politics: Twitter use in Virginia,” The Elon Journal of Undergraduate Research in Communications, Vol. 4, No. 1 , (Spring 2013), p12,13. 16 TOIVO -Think Tank, “Social Media : The New Power of Political Influence,” P4.
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  their advantage. Candidateswere able to get a direct link between them and the public, enabling politicians to differentiate themselves from their competitor.17 Social media can influence an entire social structure and inspire change in behavior. Effective use of Twitter’s location and activity posts have inspired citizens to take an active part in the candidates’ campaign. Social Media has the power to influence attitudes about politicians, set agendas, and impact the election results.18 Social Media is an influential political tool that can activate and motivate supporters. Where election campaigns can target a specific audience, increase their financial base and attract new voters. Social media helps candidates in reaching the public through a more personal and intimate venue, the type of venue that television and radio ads interaction limitations does not provide.19 2.3.2. 2012 U.S. Presidential elections Political engagement on Social Media sites is rapidly increasing. Many campaign workers believe that the use of social media has played a significant role in inviting young people to vote in the 2012 U.S. presidential election. With the constant postings of political messages, photos, and feedback, Obama and Romney campaigns utilized these personal and interactive tools to attract young voter’s attention. Young voters utilized social media to gathered information about candidates. Voters on Social Media can enter forums and discussion through Social Media sites and voice their opinion freely.20 According to Pew Internet Project’s Research, that was conducted in the United Sates in 2012, 92% of individuals between 18 and 29 years, are actively engaged with Social Media sites. 30% of registered voters were encouraged to vote for either candidate by friends and family through postings on the Social Media sites. Individuals stay connected to people they know through Social Media sites and they feel they can trust postings of friends and family on social media sites more than watching television. Obama’s victory post was one of the most “liked” photo on Facebook. Over four million Social Media users felt part the historic presidential election.21 2.3.3. 2013 India Presidential elections Social media played an important role in the 2013 Presidential elections in India. For the first time in India’s history, social media has played such an important role. According to election experts the Bharatiya Janata Party (BJP) realized the power of Social Media in the elections’ campaign and they have utilized Social Media tools to their advantage. Social media was one main communication channels the BJP utilized in their campaign. The BJP's organized an 17 Caplan, “Social Media and Politics: Twitter use in Virginia.” 18 Ibid 19 Ibid 20 Katie Kennedy, “’Use it or Lose it:’ Social Media in the 2012 US Election,” The Pulitzer Center on Crisis Reporting, (February 22, 2013), http://pulitzercenter.org/node/11791 21 Ibid.
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  effective Social Mediacampaign that is considered to be one of the primary factors in their election victory in 2013.22 Social Media effectiveness in India grow with the rapid increase in the Internet users in India, where it increased by 31 percent from 2012 to 2013, reaching around 74 million in 2013. India's Prime Minister Narendra Modi, who gained millions of followers during the election campaign, reached out to youth through his Social Media, Twitter account. While experts believes that social media played an important role in the BJP’s victory, they acknowledged it was only a tool that BJP included in their strategy to spread their political message and agenda.23 Social media alone can’t win elections, Social media provided means for high differentiation of political information and encouraged involvement in debates and feedback between leaders and followers. Its tools can be used in at the three levels: local, parliamentary and presidential elections.24 2.4. Social Media as a Tool for War Propaganda The Internet ability to cross borders made an effective tool of warfare propaganda. W are now seeing wars in places like Syria, Iraq and Palestine broadcast online. The rise in live Social Media blogs covering live events such as the latest 2014-Israeli-Palestinian conflict in Gaza, has led to a greater reliance by journalists on social media for access to steady real time information streaming.25 2.4.1. Social Media use by the Palestinian People The Palestinian have utilized Social Media as tool for public Diplomacy. The imbalance in power in Military and Economic resources between the Palestinian and Israeli in the 2014 military conflict, was reflected in the strength and resources of the Israel social media troops.26 The Palestinian and their supporters around the world flooded Social Media sites, Twitter, YouTube and Facebook with posts seeking to win the hearts and minds of people in the Middle East and elsewhere in the world.27 The Palestinian posted images and videos of distressing pictures of injured children, funerals and the destruction of homes caused by the Israeli aggression.28 22 Idrees Ali, “Social Media Played Big Role in India’s Election,” Voice of America, (June 06, 2014), http://www.voanews.com/content/social-media-emerges-as-a-key-tool-in-indias-election/1931238.html 23 Ibid. 24 Ibid. 25 Sarah Fowler, “Hamas and Israel step up cyber battle for hearts and minds,” BBC News (15 July 2014 Last updated at 06:57 GMT), http://www.bbc.com/news/world-middle-east-28292908 26 Harriet Sherwood, “Israel and Hamas clash on social media,” The Guardian, (Wednesday 16 July 2014 18.18 BST), http://www.theguardian.com/world/2014/jul/16/israel-hamas-clash-social-media. 27 Fowler, “Hamas and Israel step up cyber battle for hearts and minds.” 28 Ibid
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  During the 2014war with Israel, Hamas have used social media in the propaganda war29 . Hamas have employed increasingly sophisticated methods and techniques to try to build support for its cause.30 Aimed at the international community and journalists the English-language, Izz alDin alQassam Brigades, Hamas' Military wing, utilized Social Media to provide updates on casualties resulting from Israeli air strikes and reports on rocket activities. Hamas, who has become more sophisticated in its use of social media, have targeted journalists to get news coverage and reach a wider overseas audience. Hamas propaganda efforts to turn Israelis against their government, has posted a video message that shiver the Israel's security, showing Hamas fighters making, transporting and firing rockets. On the other hand, Hamas has also hacked Israeli social media pages to warn Israelis about its military intentions.31 2.4.2. Social Media use by Israel The Israeli Government have utilized Social Media as a tool for war propaganda. During the 2014 war on Gaza Israel has disseminated information to try to spread a positive image about Israel, to overcome the negative publicity it received and to face the boycott movements against Israel. Israel has taken to Social Media to denounce the Palestinian with “blatantly distorted” propaganda.32 The Israeli government have provided scholarships for local university students to advocate for Israel in Social Media. Utilizing “Zionist” groups around the world such as the World Union of Jewish Students, Jewish National Fund, Jewish Agency, World Jewish Congress and Stand With Us, the Israeli government coordinated social media efforts to disseminate propaganda information out and make sure it goes viral.33 Before the 2014 war on Gaza, the Israeli Government has recruited hundreds of students to assist in a “public diplomacy” campaign. More than 400 students ran social media accounts in five languages (English, Arabic, Spanish, Portuguese and German). Under the Prime Minister Office direction, these individuals, some paid, operate openly and covertly to promote Israel's interests and improve its image around the world.34 Aiming its information/propaganda at the mainstream media and the public in general. The “Israel Defense Forces” (IDF) utilized an official Twitter account “@IDFspokesperson)” to distribute in English information about military activities and data on air strikes and rocket launches. To maximize the Israeli propaganda outreach, Israel utilized the “#WorlCup” and” #GERvsARG” “hashtags” to distribute its version of information about the Gaza war to World cup fans.35 29 Sherwood, “Israel and Hamas clash on social media.” 30 Fowler, “Hamas and Israel step up cyber battle for hearts and minds.” 31 Ibid 32 Sherwood, “Israel and Hamas clash on social media.” 33 Gil Hoffman, “Government to use citizens as army in social media war”, The Jerusalem Post (14/08/2013), http://www.jpost.com/Diplomacy-and-Politics/Government-to-use-citizens-as-army-in-social-media-war-322972 34 Sherwood, “Israel and Hamas clash on social media.” 35 Sherwood, “Israel and Hamas clash on social media.”
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  2.4.3. Social Mediause by ISIS The growth of jihadist activity on social media is in line with the wider use of this tool by people in general, where governments’ oversight and control is limited. The Islamic State in Iraq and Al-Sham (ISIS) is using Social Media to recruit fighters, spread its propaganda and gather financial support. Attempts by governments to block ISIS from using social media have failed.36 ISIS utilized Twitter application called “Fajr al-Bashaer,” to broadcast ISIS produced propaganda and military updates. ISIS affiliated Twitter accounts are engaged in Twitter “Hashtag” campaigns, where thousands of ISIS supporters are tweeting ISIS “Hashtags”, in order to get them to appear on a Twitter account that tweets the most trending “Hashtags” of the day. 37 ISIS have targeted Western Muslims through Social media propaganda. To promote its agenda, ISIS is relying on advanced media production techniques. It produced and posted on Social Media high-quality videos and articles to recruit fighters from around the world and spreading fear. The group ensures that most of its media productions are translated and posted in Western languages. ISIS broadcasted videos over Social Media were carried by local and International news channels, which increased ISIS propaganda outreach and influence on people around the world.38 2.5. Social Media as a Tool for Public Diplomacy Social Media has become an outlet by which world leaders can communicate directly with citizens all around the world, without the need of traditional news media as an intermediary agent. Social media, and in particular Twitter, has emerged as an import new medium for political communication. Leaders seeking to improve their countries stand on the world stage and maintain political power, have strategically utilized social and mass media to their advantage.39 According to Twiplomacy a website that tracks world leaders on social media, over 80% of world leaders have an active social media account. Presidents and Prime Ministers of the most powerful nations in the world, such as Barack Obama, David Cameron, Dmitry Medvedev. Leaders from other countries such as Argentina, France, Ukraine, Tunisia, South Africa, Philippines, Japan, Iran, Kyrgyzstan and Cuba have also Social Media accounts. Many of these Leaders have Multilanguage accounts, Dmitry Medvedev, has an account in English (@MedvedevRussiaE) and another in Russian (@MedvedevRussia). Most world leaders are 36 Mustapha Ajbaili, “How ISIS conquered social media,” Al Arabiya News, (24 June 2014), http://english.alarabiya.net/en/media/digital/2014/06/24/How-has-ISIS-conquered-social-media-.html 37 Ajbaili, “How ISIS conquered social media.” 38 Ajbaili, “How ISIS conquered social media.” 39 Pablo Barber, Thomas Zeitzoff, “The Empirical Determinants of Social Media Adoption by World Leaders and its Political Consequences,” New York University, (25-August-2014), https://files.nyu.edu/pba220/public/barbera- zeitzoff-apsa-2014.pdf
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  active users onSocial Media platforms and have large audiences, where US President account “@BarackObama” have over 40 million followers.40 Leaders recognize the importance of communications in maintaining power and order. World leaders use Social Media to communication with domestic and international audiences. Targeting international audience, some Leaders promote specific aspects of their country, in order to attract tourists, or improve the international image of the country. Other Leaders, publicize policy positions about international relations, such as Russia’s Prime Minister in which he announced Russia position on the Crimea crisis over Twitter. There are also cases of “Twitter diplomacy” where Iranian president Hassan Rouhani used Twitter to post about the Iranian’s nuclear negotiations.41 Internally world Leaders used Social Media to interact directly with their citizens and broadcast information about the government’s daily agenda. US President Barack Obama and the White House appear to be particularly successful at this. To provide a more personal feel, social media is used by world leaders to provide information about their personal life, with pictures about how they spend their leisure time with family.42 3. Conclusion The advancement in Internet Technology and the rapid increase in Internet users have made Social Media an essential, influential and powerful political tool. Social Media participatory and interactive characteristics have made it an essential tool for political and social change. The power of the Internet and its ability to overcome physical, economic, political, social, and individual barriers, have made Social Media an integral part of modern society communication habits. Social Media supports the human need for social interaction and knowledge and information democratization, transforming people from content consumers into content producers. Social Media provided people with alternatives and the freedom to choose.43 The participatory skills, norms, and networks that are developed through social media to socialize with friends or to engage with people with the same interests can and are being transferred to the political realm. The average individual has risen to the centre of digital content production, sharing his own knowledge, wisdom and personal experiences with his peers44 Political activists utilized social media tool such as Facebook, Twitter, YouTube, and weblogs as tools for organizing and generating awareness. Social media allows political activist to operate 40 Ibid. 41 Ibid. 42 Ibid 43 Patrut et al., “Social Media in Politics: Case Studies on the Political Power of Social Media 44 Ibid, Reference to Yochai Benkler, The Wealth of Networks. (Yale University Press, 2006).
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  with greater creativityand independence and to go across political borders. Social Media provides individuals the capability to reach a sizable audience and mobilize others through their social networks in an easy and inexpensive manner. Social media applications such as Twitter have provided politicians with the tool to influence, inform, and engage their publics while gathering feedback on political issues.45 45 Caplan, “Social Media and Politics.”