The lids are being taken off of containers, and the votes are being counted. In a short while, we will have solid insight into the perceptions of the Irish people towards the contenders in the local and European elections. Reflecting on the election phase as it transpired digitally, one takes away the impression of a segmented and disjointed campaign that wasn’t entirely spontaneous, was expensive, and had a somewhat hostile side to it.
Some might have expected an AI-controlled election, but what actually transpired was our first-ever “splinternet” election. The notion that there was once an all-encompassing digital community meeting space has been definitively dispelled, altering the 2024 electoral cycle in Ireland and globally.
The “splinternet” concept suggests that the once-unified, worldwide web has fractured into a set of distinct networks. This division is escalating globally with varying laws in different territories; The “Great Firewall of China” censoring YouTube and Wikipedia; The US administration endeavouring to outlaw TikTok, and the regular rounds of digital regulation by the EU. However, we are also encountering such partitioning in our daily internet usage.
The 2010s’ climax of Facebook and Twitter usage was a period whereby users primarily created content and reacted to posts within their respective networks, sometimes reaching a broader audience during specific viral incidents. This was clearly illustrated during the Arab Spring and, closer to home, during Ireland’s impactful social moments like #hometovote during the marriage and abortion referenda of 2015 and 2018.
This version of the web has largely faded. The apprehension about biased recommendation engines that was widespread in the mid-2010s now appears somewhat outdated with the prevalent use of data-driven TikTok algorithms, paid engagement systems, and the so-called “Balkanisation” – or segregation – of political conversations into secluded spaces. This has revolutionised online political campaigning and the overall political landscape.
TikTok has stimulated the evolution of social media into highly customised broadcasting channels through its mastery of algorithms that can analyse user behaviour and generate an inexhaustible flow of meticulously suited content. Social media platforms are now predominantly populated by influencers, both established and aspiring, driving an estimated $250 billion creator economy, as valued by Goldman Sachs.
Content creators leverage platforms and sponsorships for income, depending upon algorithms to govern their operations. They proactively chase algorithmic trends on platforms such as TikTok and Instagram Reels. However, these platforms, including Facebook, are discouraging politically related content thereby impacting the visibility of election-related engagements.
Concurrently, private spaces have seen a rise in activity. WhatsApp was declared as the most commonly used social media app by the Media Commission in Ireland in 2023. Facebook quadrupled the usage of its groups in merely two years since its promotion began towards the end of the 2010s. Telegram channels gained prominence, particularly amongst marginal political interest groups, posing additional challenges for candidates in gaining viral traction or shared interactions.
Political advertisements have seen an omnipresent surge, featuring on X (previously known as Twitter) through directly purchased display ads on websites. The changed landscape has impeded candidates’ ability to gauge the audience’s pulse, impacting spontaneous, viral, or humorous content during elections. This has led to the heavy reliance on paid promotions for disseminating their messages.
During the campaign, substantial amounts were invested in online advertisements, with Irish parties and candidates having potentially expended half a million euros on ads across Facebook and Instagram. Nearly €90,000 was invested in Google ads, encompassing YouTube, search engine, and display ads. Comparatively, during the 2019 local and European elections, only €11,700 was spent according to Google, the only company to release comparative figures.
Political adverts are omnipresent, from X (formerly known as Twitter) to podcasts, though it’s challenging to establish a figure due to limited transparency. Despite its efforts to restrict them, TikTok too hosts political ads.
Highly polished videos are complementing the surge in political investment. Campaigns like Aodhán Ó Ríordáin’s endlessly optimistic “For the love of Dublin” strive to invoke communal spirit, while others, like the YouTube advertisement from the Irish Freedom Party directed towards Fine Gael’s Seán Kelly, utilise attacking tactics. This trend has essentially brought the polished aesthetics of TV advertisements to Ireland, though such ads are prohibited in broadcast form. However, this evolution also gives election content a fabricated and less authentic feel.
The shift towards paid exposure is evident in the “verification” product offered by platform X. By opting for membership, users can ensure their posts are spotlighted by the company’s algorithm, pushing their responses atop the pile. This, unfortunately, paves the way for easier manipulation and candidate harassment on the platform.
Irish politics are undergoing profound transformation, with political parties witnessing a catastrophic dip in public trust. Offline intimidation has seeped in from the online world. One of the prominent themes emerging from the recent elections is the surge in threats and acts of violence targeting campaign participants. Video evidence of such harassment is making waves, usually within semi-private online groups for the purpose of gaining notoriety.
Politics, inherently theatrical, is experiencing a new phenomenon: performative brutality. In May, Prime Time interviewed independent councillor Tania Doyle and her husband Derek, recounting an incident where he was confronted, filmed and assaulted whilst they were attaching campaign posters. The emerging pattern indicates a disturbing convergence of online and offline political violence.
These developments considerably influence election strategies. Certain candidates, particularly immigrants or those of foreign birth, are finding the need to create space between themselves and an increasingly aggressive public. This escalating harshness in politics suggest a significant shift in the political landscape. The emergence of independent and smaller party candidates, comprising of nearly half the 74 runners in the Europeans, speaks volumes of the growing public frustration. The dependency on monetary resources for voter outreach and the segmentation of political discourse will likely exacerbate disenchantment with politics.
The cruciality of in-person interactions and political campaigning will become increasingly amplified as we advance towards the forthcoming general election. This emphasis comes as both electors and election candidates grapple with bridging the widening gap within the digital and physical realms. Liz Carolan, a dedicated professional focused on democratic and technological subjects, pens her thoughts on TheBriefing.ie.