Here’s my original version of an essay on social media’s influence on politics that appeared, in a somewhat different form, in Politico Magazine earlier this month. I’ll be discussing the subject at an Institute of Politics Forum at Harvard’s Kennedy School of Government on October 8 and, on November 12, at Yahoo’s Digital Democracy Conference at Drake University in Des Moines.
The 140-Character Candidate
Barack Obama killed it on social media this summer. On August 14, a Friday, he kicked off a steamy Washington weekend by releasing a pair of playlists, one for the nighttime, one for the day, through the White House’s new Spotify account. The presidential mixes were predictable but pleasant, a smooth fusion of dad rock and dad soul. In an accompanying blog post, one of the administration’s digital functionaries promised that more playlists were in the works, including “issue-specific” ones.
Two weeks later, on the evening of August 31, Obama turned himself into the country’s Instagrammer-in-Chief. While en route to Alaska to promote his climate agenda, the president took a photograph of a mountain range from a window on Air Force One and posted the shot on the popular picture-sharing network. “Hey everyone, it’s Barack,” the caption read. “I’ll be spending the next few days touring this beautiful state and meeting with Alaskans about what’s going on in their lives. Looking forward to sharing it with you.” The photo was liked by thousands.
Ever since the so-called Facebook election of 2008, Obama has been a pacesetter in using social media to connect with the public. But he has nothing on this year’s candidates. Back in June, the Hillary Clinton campaign issued its own official Spotify playlist, loaded with on-message tunes (“Brave,” “Fighters,” “Stronger,” “Believer”). Ted Cruz live-streams his appearances on Periscope. Marco Rubio broadcasts “Snapchat Stories” at stops along the trail. Rand Paul and Lindsey Graham produce goofy YouTube videos. Even grumpy old Bernie Sanders has attracted nearly two million likers on Facebook, leading the New York Times to dub him “a king of social media.”
And then there’s Donald Trump. If Sanders is a king, Trump is a god. Continue reading