*First appeared in the Sept. 26, 2013 edition of the Laurel Chronicle.
When I first sat down to pen this column, I admit that I was undecided as to the topic of this week’s piece. Looking to the news for a little inspiration, I began my casual contemplation with a mental overview of the week’s current events, which led to me flipping on the television to watch Sen. Ted Cruz’s filibuster.
Responding to a ping on my iPhone, I noticed a fellow politico had mentioned me in a tweet about the filibuster…so naturally I started scrolling through my Twitter feed (for those of you not on Twitter, your “feed” is basically the home page that shows all the activity of the people you “follow”). According to this social media outlet, there was – er, is? – a lot going on in Mississippi and the nation.
Sen. Cruz was giving an impassioned filibuster speech, which some on Twitter referred to as a “fauxlibuster” due to a procedural technicality. Delta-born Jim Henson, best known for his creation of The Muppets, would have celebrated his 77th birthday. The Book of Manning premiered on ESPN and was, according to my feed, a moving documentary about Mississippi’s First Family of Football. Election results were coming in for the supervisors’ races in Hinds County, and, perhaps more importantly, for the special election held in Hattiesburg to elect a new mayor. (At the time of this writing, absentee votes were still being counted and no new mayor of the Hub City has yet been declared.)
After only a few minutes of perusing my Twitter feed, it hit me: Technology has drastically changed the landscape of news delivery and, along with it, the way candidates and campaigns communicate with constituents.
I love Twitter and consider it my number one news source. In a matter of minutes, I am able to scroll through my feed and instantly get a sense of what’s going on in the global marketplace, the national political scene, and the neighborhood next to mine.
Facebook and Instagram provide similar opportunities, though I often think of these sites as more social-based than news-based. But that’s the beauty of social networks – each user gets to customize his or her experience.
Since “all politics is local,” campaigns and candidates have seized opportunities to connect with constituents at a more localized level. Political groups continue to focus on newspapers, radio, and television, but recognize the changing landscape of news delivery. If you can’t articulate a message in 140 characters or less, then you’re probably out of luck in the political communications realm.
Last night, Sen. Cruz read tweets from people across the nation who were following the filibuster and using the hashtag “MakeDCListen.” The Twitter platform allowed thousands of Americans who were, I assume, previously unconnected join together in opposition to Obamacare by tweeting. The power of social networks cannot be underestimated.
Obama for America (OFA) is often heralded as the first campaign to truly utilize the various social media platforms for mobilizing campaign efforts: volunteers, get-out-the-vote (GOTV), and messaging. Subsequently, there is an increasing awareness of the need to incorporate social media into marketing strategies, regardless of political leanings.
According to a 2013 Pew Center study, nearly 72 percent of online U.S. adults use social networking sites, a huge increase over the same study in 2005 that showed just 8 percent of adults used these sites. A stand-alone question about Twitter found that 18 percent of online adults are now Twitter users, roughly double the amount of online adults who said they used Twitter in 2010.
And if you assume that all social networkers are young people, consider that six out of ten internet users ages 50-64 participate in social networks, as do 43 percent of those older than 65.
(Of course, the young generation has the largest social media presence, at 89 percent of 18-29 year-olds active online.)
Social networking coupled with the emergence of 24-hour cable news channels means that even a small gaffe by a candidate or official can become a huge political liability. In a political environment driven by breaking news on Twitter and shrill cries from talking heads, rationality can often times go out the window.
The rise of social media as a political messaging tool can be a two-edged sword: It can effectively mobilize supporters, but can also lead to overreactions and the cheapening of political honesty.
For what it’s worth, I think social networks like Twitter provide citizens like me with access to information that, in other eras, would have been nearly impossible or simply too time consuming to find. To borrow a quote from Facebook CEO Mark Zuckerberg, technologies like his site and others have “revolutionized how people spread and consume information. We often talk about inventions like the printing press and the television – by simply making communication more efficient, they led to a complete transformation of many important parts of society. They gave more people a voice.”
In this era of boundless information, I can’t help but recall a throwback Dylan tune: “The order is rapidly fadin’, and the first now will later be last, oh the times, they are a-changin’.”
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