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The Anticipated Impact of Social Media on the 2024 American Presidential Elections

Ouissal Harize Ouissal Harize
28th August 2023
The Anticipated Impact of Social Media on the 2024 American Presidential Elections
Social media platforms eased disinformation fight prior to 2024 elections (Getty

Social media giants are shifting their focus away from acting as gatekeepers against political disinformation, marking a significant departure from their previous robust efforts to combat online falsehoods. This trend is poised to have far-reaching consequences on the upcoming 2024 presidential election. The transformation is being driven by a confluence of factors, including workforce reductions at major tech corporations like Meta, legal battles surrounding political speech, and a paradigm shift set in motion by Elon Musk, the former CEO of X. These changes are likely to reshape the landscape of political discourse in the lead-up to the 2024 primaries and beyond.

Social Platforms’ Workforce Cuts and Legal Battles

The landscape of tech companies is undergoing a significant transformation. Companies like Meta have experienced mass layoffs, which have curtailed teams responsible for ensuring accurate information online. Simultaneously, legal controversies around the Biden administration's alleged pressure on social media platforms to suppress specific speech have impeded effective strategies for identifying and mitigating election interference.

Elon Musk's Influence on Industry Standards

Elon Musk, the influential former CEO of Twitter, has been instrumental in shifting the trajectory of online discourse. Musk's rollback of stringent rules against misinformation on Twitter has set a new precedent. Meta, formerly known as Facebook, even briefly considered banning all political advertising on its platform in response to Musk's influence, although this proposal was ultimately shelved. Musk's impact on the industry's approach to free speech and political discourse is indicative of his growing clout.

Challenges for the 2024 Primaries

The retrenchment of social media platforms from their watchdog role comes at a critical juncture, just months before the 2024 primaries. During this period, Donald Trump, a prominent GOP figure, continues to promote baseless claims of election fraud that fueled his 2020 loss. Despite numerous investigations yielding no evidence of fraud, social media giants like YouTube, Twitter, and Meta have ceased labeling or removing posts that perpetuate Trump's claims. This shift raises concerns about the role of these platforms in shaping public opinion as voters increasingly rely on social media for news.

Musk's 'Free Speech' Agenda and Safety Concerns

Elon Musk's push for a more permissive stance on content moderation has led to concerns about the erosion of safety measures on platforms. This departure from earlier practices has been documented by both current and former employees. The new approach contrasts starkly with the heightened vigilance observed during the 2020 election, when companies took extensive measures to counter disinformation campaigns. The changing landscape of social media's response to disinformation has raised alarm bells among experts who argue for a more assertive approach to combating misinformation, given the escalating influence of covert influence campaigns and advances in AI-driven misinformation tools.

Changing Dynamics and Calls for Aggressive Countermeasures

The evolving dynamics demand a more proactive stance against disinformation, not less. Emily Bell, a professor at Columbia University's Tow Center for Digital Journalism, emphasizes the need for stronger measures in light of the approaching 2024 election. Musk's relaxation of standards and the reduced commitments of social media platforms are likely to exacerbate the spread of misinformation during political races.

Social Media Platforms' Responses and Tools

Despite the shift, social media platforms assert that they still possess tools to counter misinformation. YouTube and Meta state that they remove content that misleads voters or interferes with the democratic process. These platforms also aim to connect users with authoritative election information. However, these efforts are scrutinized in light of the changing landscape and the potential for unchecked misinformation.

Evolving Algorithms and Polarization

Attempts to address misinformation by changing algorithms have proven complex. A study reveals that altering Facebook's algorithm has not effectively mitigated polarization. The challenges lie in the nuanced nature of content and the diversity of perspectives on social media. Polarization remains a significant concern, indicating that algorithmic changes alone may not offer a comprehensive solution.

The Social Media Industry Under Pressure: Battling the Big Lie

Social media executives find themselves navigating intense pressure from both sides of the political spectrum. The challenges of content moderation and the complexities of political content have led to a sense of no-win situations for these companies. The push and pull between demands for content removal and concerns about censorship have contributed to a shift in their approach.

Meta's Shifting Approach and Musk's Impact

Meta's response exemplifies the industry-wide shifting approach to content moderation. The company's move away from proactive efforts and increased focus on compliance with regulations indicate a pivot from its earlier practices. Elon Musk's role in reshaping the conversation about content moderation has had a profound impact on the decisions of tech leaders across the industry.

Challenges for Meta and Threads

While Meta's new social media app, Threads, seeks to minimize political engagement, it faces challenges in navigating the political landscape. The platform's approach of not actively encouraging political content reflects a broader retreat from political discourse. However, the company faces hurdles in managing politically charged debates and ensuring user controls that are meaningful.

The evolving landscape of social media's response to disinformation and political content is deeply influenced by workforce changes, legal challenges, and the paradigm shift brought about by Elon Musk. As these platforms adapt to a new era of content moderation, the ramifications for political discourse, elections, and public opinion remain to be seen. The 2024 presidential election will likely serve as a litmus test for the efficacy of these evolving approaches in combating misinformation and shaping online discourse.

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