#Election2014, Social Media’s Role to American Voters

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#Election2014, Social Media’s Role to American Voters

HyunjiYoo

Department of Global Studies

Pusan National University

People’s decision-making processes have been affected hugely by the media. In the past, the media itself was limited to newspaper, radio and TV. In the middle of past-contemporary media, online version of newspapers has been replacing newspapers due to the increasing demands from smartphone users. Along with online newspapers, Social Network Service (SNS), or social media, recently became a hot communication tool among internet and smartphone users. According to the statistics of Statista, average SNS users are growing and the number is expected to hit 2 billion in 2017. As these huge numbers of users show, the leverages of social media are bigger. Usages of the media are also different from people to people. The midterm election of the U.S. in November, 2014 clearly tells us the power of social media in American politics.

The poll conducted by the Pew Research Center shows that among 2,003 participants 16% voters are SNS users who followed, or subscribed the pages of politicians. This estimate was increased compared to 6% on the research done in 2010. Using social media does not mean leaning to one political party. Both the Republicans and Democrats actively participated in social media mostly, among young generation. Furthermore, voters or participants of political activities use SNS frequently since “following” their supporting politicians give them much credible information and politicians can voice out directly, compared to the traditional media.

As SNS have huge influences globally, it becomes a tool for facilitating political activities. The day before the midterm election in the U.S., Facebook placed a banner to motivate voters at the top of U.S. users' newsfeed. Since most US people check Facebook daily, a notice on election is easy to remind the important events by using “sharing” to others. In this sense, social media can be manipulated by a huge institution for propaganda, but still it is useful media for the people by encouraging political participations.

I had thought that SNS existed just for gossips or uploading personal news, but it can be utilized in a strategic and beneficial ways for both voters and politicians through the example of the midterm election. SNS users have been increasing during the elections focusing on the youth groups; expect the age spectrum will be expanded in the future.