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Are Online Political Influencers Accelerating Democratic Deconsolidation?

Author

Listed:
  • Rachel Gibson

    (Department of Politics, University of Manchester, UK)

  • Esmeralda Bon

    (Department of Politics, University of Manchester, UK)

  • Philipp Darius

    (Center for Digital Governance, Hertie School, Germany)

  • Peter Smyth

    (Cathie Marsh Institute for Social Research, University of Manchester, UK)

Abstract

Social media campaigning is increasingly linked with anti-democratic outcomes, with concerns to date centring on paid adverts, rather than organic content produced by a new set of online political influencers. This study systematically compares voter exposure to these new campaign actors with candidate-sponsored ads, as well as established and alternative news sources during the US 2020 presidential election. Specifically, we examine how far higher exposure to these sources is linked with key trends identified in the democratic deconsolidation thesis. We use data from a national YouGov survey designed to measure digital campaign exposure to test our hypotheses. Findings show that while higher exposure to online political influencers is linked to more extremist opinions, followers are not disengaging from conventional politics. Exposure to paid political ads, however, is confirmed as a potential source of growing distrust in political institutions.

Suggested Citation

  • Rachel Gibson & Esmeralda Bon & Philipp Darius & Peter Smyth, 2023. "Are Online Political Influencers Accelerating Democratic Deconsolidation?," Media and Communication, Cogitatio Press, vol. 11(3), pages 175-186.
    • Handle: RePEc:cog:meanco:v11:y:2023:i:3:p:175-186
    DOI: 10.17645/mac.v11i3.6813
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    References listed on IDEAS

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    1. Tasja-Selina Fischer & Castulus Kolo & Cornelia Mothes, 2022. "Political Influencers on YouTube: Business Strategies and Content Characteristics," Media and Communication, Cogitatio Press, vol. 10(1), pages 259-271.
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