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In the digital age, political campaigns face a social media paradox: a tool once prized for authentic connection has evolved into a challenging landscape of algorithms, misinformation, and hostility.
Former Calgary mayor Naheed Nenshi remembers when Twitter, now X, served as a valuable campaign tool during his first mayoral run in 2010. “We said in 2010 that we don’t use [Twitter] as a television, but as a telephone where we talk to people,” Nenshi recalls. “When I first started in this business, social media used to be a great way to have conversations with people.”
Fifteen years later, Nenshi observes a stark shift in the digital landscape. “The bots, the trolls, the people who jump on any comments have made it impossible to actually have real conversations with people,” he said, noting how algorithms and hostility have made “getting the message out” increasingly difficult.
This transformation is not isolated to Calgary politics. Online misinformation, political polarization, and engagement-focused algorithms have fundamentally altered how social media functions for political discourse nationwide. Earlier this year, Elections Canada Chief Stéphane Perrault explicitly warned Canadians against relying solely on social media for election information—a telling indicator of institutional concern.
Despite these challenges, politicians find themselves with little choice but to maintain an active social media presence. Harneet Singh, managing principal at political digital marketing firm EOK Consults, explains the predicament: “Facebook, Instagram, YouTube, TikTok—all of these platforms have a sizable percentage of the Canadian population using them every day.”
Singh, whose agency works with several current Calgary municipal candidates, emphasizes the unique value proposition that keeps politicians engaged online. “Social media is becoming that one big channel for elected officials as well as those running for offices to maintain direct contact with voters, to maintain direct contact with their constituents… It does allow them this unfiltered direct access to people.”
For municipal politicians especially, social media offers cost-effective outreach compared to traditional advertising channels. David Black, associate professor at Royal Roads University’s School of Communication and Culture, points out that social platforms particularly benefit local politicians who may lack resources for newspaper ads or billboards.
However, the evolution of these platforms has created new problems. “There’s a lot of implicit coercion and compulsion that’s built into the way people experience social platforms and how they work,” Black notes, highlighting how features originally designed for connection now effectively propagate misinformation and influence behavior.
Outgoing Ward 9 councillor Gian-Carlo Carra has witnessed this transformation firsthand. He recalls the effectiveness of social media during Calgary’s 2013 flood, when it functioned as “almost like a walkie-talkie-meets-newsfeed.” In one instance, Carra posted about volunteers needing steel-toed boots for flood cleanup, and “ten minutes later, a truck from Mark’s Work Wearhouse rolls up and they start handing steel-toed boots out to people who are getting ready to go in a basement. It was wonderful and amazing.”
The contrast with today’s environment is stark. Though not seeking re-election, Carra observes that in the current municipal race, “social media doesn’t work. Everyone’s in their bubbles.”
This digital siloing represents a fundamental shift in political messaging. Black notes that pre-social media, politicians needed a “big-tent approach” that appealed broadly through legacy media channels. “What we have now is a public that is imagined, not as diverse—which was always the case—and cohesive, but as fragmented and siloed,” he explains. “Messages are much more micro-targeted, tied to the thinnest slices of demographics and concerns.”
The risks of this new landscape affect both politicians and voters. Black recommends that citizens “touch grass”—take breaks from algorithms by engaging with traditional media and attending campaign events. “I think politically, we need to find a way to touch grass too,” he advises.
For politicians, Singh stresses balancing online presence with traditional campaigning: “There is no point for you to not work on in-person gatherings, events, door-to-door knocking. Keeping your eyes on social media is great, but only keeping your eyes on social media is not a strategy we recommend.”
While analytics and algorithms may create the illusion of effective voter outreach, Black cautions that what appears successful in the short term “in the end, is probably not good for democracy.” As Calgary’s municipal election unfolds, this tension between digital efficiency and democratic health continues to shape how politicians connect with the public they seek to serve.
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19 Comments
The social media paradox described in this piece is a concern for democracy. Platforms that were meant to foster dialogue have become echo chambers and battlegrounds.
Combating misinformation and restoring civility in online political discourse should be a priority for policymakers, tech companies, and citizens alike.
Interesting insights on the challenges of using social media for political campaigns. The rise of bots, trolls, and algorithms has certainly made it harder to have genuine conversations with voters online.
It’s concerning how misinformation and polarization have impacted political discourse on social media platforms. Maintaining authenticity and civil dialogue seems increasingly difficult.
The comparison of social media from a campaign tool to a source of misinformation and hostility is concerning. Restoring the platform’s original purpose of authentic dialogue is essential.
Policymakers and tech companies must work together to address the systemic issues that have led to the deterioration of online political discourse.
The shift from using social media as a ‘telephone’ for direct engagement to a ‘television’ of one-way messaging is concerning. Restoring meaningful dialogue between candidates and voters is crucial for a healthy democracy.
I agree, the challenges described in the article highlight the need for reforms to social media platforms and campaign regulations to support more constructive political discussions.
This article highlights the evolving challenges of using social media for political campaigns. The shift from ‘telephone’ to ‘television’ is a worrying trend that merits further attention.
Navigating the digital landscape of bots, trolls, and algorithmic biases is crucial for candidates to effectively communicate with and engage their constituents.
This article highlights the evolving challenges of using social media for political campaigns. The shift from ‘telephone’ to ‘television’ is a worrying trend that merits further attention.
Policymakers and tech companies must work together to address the systemic issues that have led to the deterioration of online political discourse.
This article raises important questions about the role of social media in modern elections. The prevalence of bots, trolls, and algorithmic biases is undoubtedly distorting the political landscape.
Adapting campaign strategies to this new digital environment is critical. Candidates must find ways to cut through the noise and connect authentically with voters.
Combating misinformation and restoring civility in online political discourse should be a priority for policymakers, tech companies, and citizens alike.
This article raises important questions about the role of social media in modern elections. The prevalence of bots, trolls, and algorithmic biases is undoubtedly distorting the political landscape.
Adapting campaign strategies to this new digital environment is critical. Candidates must find ways to cut through the noise and connect authentically with voters.
The social media paradox described in this piece is a concern for democracy. Platforms that were meant to foster dialogue have become echo chambers and battlegrounds.
Navigating the digital landscape of bots, trolls, and algorithmic biases is crucial for candidates to effectively communicate with and engage their constituents.