Joe Biden:
Joe Biden's campaign has taken advantage of social media to further reinforce his policies, especially those touching on the economy, healthcare, and climate change. The campaign leverages Twitter, Facebook, and Instagram to push messaging that is calculated to firm up support in three key demographics: young voters, women, and the working class. Biden has run digital ads and videos trumpeting his administration's wins, including the passage of the American Rescue Plan and infrastructure bills. On social media, the campaign has woven a narrative about stability and progress, putting a fine point on how different his approach is from more populist or divisive rhetoric coming from other candidates.
This begets a lot of media coverage for Biden, simply because he is the sitting president. Social media posts on the heels of wider news stories or major policy announcements really generate coverage, keep the buzz going, and tie the narrative to his platform.
The Biden campaign has continued to take advantage of the traditional mediums of TV, radio, and newspapers, which, though no longer dominant, remain influential among older voters. In 2020, Biden's campaign employed these channels to convey a message of unity, competency, and restoration of sanity after the Trump presidency. Biden's public addresses and appearances on news networks such as CNN, MSNBC, and major broadcast stations helped him reach wide audiences.
Donald Trump:
Donald Trump has been a pioneer in using social media, especially through Twitter until he was permanently banned (Now unbanned), and later on platforms like Truth Social, his own social media platform. His aggressive use of social media continues to set the tone for his campaign, enabling him to bypass traditional media channels. Trump's social media is often combative; controversial statements and direct attacks on political opponents are frequent virals and headlines. Its campaign frequently uses memes, short videos, and other viral clips to create a feeling of urgency and outrage among the base.
Trump's genius is to make free media out of controversy. And he dominates news cycles so, without having to pay to advertise, millions of people across the country get his messages. His social media often creates mainstream media coverage. Trump's media strategy enabled him to build a highly engaged and loyal base of supporters deeply connected with his messages. His posts resonated with working-class voters, conservative Americans, and those disillusioned with the political establishment. He utilized social media to reach directly to this group without going through traditional media, which may have misrepresented or watered down his views.
Harris was very active on social media platforms like Twitter, Instagram, and Facebook. She used the platforms to connect directly with voters, to tell personal stories, and to push her policies. She frequently posted videos, messages, and updates about her campaign and participated in conversations on issues like healthcare, immigration, and racial justice.
Social media also allowed her to comment very quickly on events or news, which gave her an advantage in terms of narrative and shaping her image. Her campaign utilized hashtags such as #KamalaForThePeople to interact and mobilize supporters.
Harris regularly appeared on television networks such as CNN, MSNBC, and ABC. She received interviews that ranged in issue from health care reform to climate change. These interviews also helped her get positioned as an excellent candidate and a strong voice among the crowded field of Democratic aspirants. Harris was able to turn these into a showcase for a number of her policy ideas and her recognition as an inspiring, capable leader.
She also appeared on late-night talk shows, such as The Daily Show with Trevor Noah, that humanized her and presented her as relatable to the younger, more diverse electorate.
She also appeared on late-night talk shows, such as The Daily Show with Trevor Noah, that humanized her and presented her as relatable to the younger, more diverse electorate.
Conclusion:
Social media has become an indispensable tool in modern presidential campaigns, greatly affecting how candidates reach out to voters, build their public image, and promote their policies. In the recent elections, Twitter, Facebook, Instagram, and TikTok have given candidates direct, unfiltered access to millions of potential voters, bypassing traditional media outlets. This has allowed candidates to engage in real-time conversations, mobilize support, and react quickly to political events.
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