2024 is a significant year for global elections, with many countries across different continents holding elections this year. It is said that the 2024 election year was the busiest on record, with nearly half of the global population heading to the polls.[1]
There was significant political activity anticipated this year, particularly with major elections in the United States, where the presidential election was held on November 5, and in India, where general elections unfolded from April 19 to June 1.
These elections represent not only a substantial number of voters but also a major shift in how electoral processes are influenced by digital spaces, particularly social media platforms. This article examines how global elections and democracy are being redefined in digital spaces, with a particular focus on the 2024 presidential election in Sri Lanka.
The rise of digital democracy
In 2024, the evolution of digital spaces has fundamentally transformed the democratic process, making it more complex and nuanced. Candidates and political parties are increasingly leveraging social media as a primary tool for campaigning, mobilising supporters, and raising political awareness.
This trend has accelerated due to technological advancements and the ubiquitous integration of social media into everyday life. Social media has reshaped how voters engage with political content, allowing for rapid dissemination of information and fostering a more interactive relationship between politicians and constituents. A notable example is Sri Lankan President Anura Kumara Dissanayake, who recently surpassed one million followers on Facebook just a few days after his victory, becoming the sixth Sri Lankan politician to reach this milestone. His ability to garner such a following illustrates the critical role social media plays in contemporary political landscapes.
However, this digital engagement is not without its challenges. For instance, Mauritius’s decision to block access to social media just days before a general election, amidst a wiretapping scandal, raises concerns about free expression and the integrity of the electoral process.[2] As the US election approached, online spaces were flooded with misinformation about alleged voter fraud, often driven by Trump supporters and amplified by foreign actors.
Claims range from accusations of non-citizens voting to manipulated videos, all designed to cast doubt on the election’s integrity. Despite officials addressing these rumours, the rapid spread of false information risks undermining public trust in the election process, raising concerns of potential unrest similar to post-2020 election tensions in the United States which undermine the democratic fabric of society.[3]
The shift from traditional media to social media in modern political campaigns
The influence of digital spaces on democracy is intense and versatile, particularly in 2024. The political landscape has shifted dramatically, requiring candidates to establish and maintain their presence on social media platforms. This marks a gradual shift from traditional reliance on electronic and print media for political discourse.
For example, in the Sri Lankan Presidential Election, the shift to social media was evident both in how candidates engaged with voters and how the public responded. Traditionally, the flow of information was dominated by mainstream media, which often required significant resources to access, leaving only the rich and powerful with the means to control the narrative.
In contrast, social media platforms like Facebook, Twitter, and Instagram have democratised the space by offering a more accessible and affordable way for candidates to reach voters, regardless of their financial resources. Candidates used platforms like Google and different social media platforms for targeted ads, appeared on podcasts, and engaged in online discussions to connect with a broader audience.
Similarly, the public also took to social media during the election, flooding platforms like Facebook with memes, posts, and comments—shared not only for entertainment but also for political commentary. This shift has made political participation more inclusive, allowing a wider range of voices to be heard.
It can be argued that in some instances, virtual spaces and social media platforms have surpassed traditional electronic media in terms of public trust, particularly during elections. For example, during the US elections, the growing influence of non-traditional media, such as podcasts, became evident, with platforms like Joe Rogan’s podcast gaining significant traction over traditional outlets like The Washington Post.
Rogan, a popular podcaster, has become a key player in political discourse, attracting candidates like Vice President Kamala Harris and former President Donald Trump, who sought to connect with his vast audience. Rogan’s interview with Trump, for instance, garnered over 41 million views on YouTube, far exceeding the viewership of Harris’s town hall on CNN.[4]
The public sometimes prefers social media over traditional media, partly because traditional media often has monopolistic control over information and tends to be biased toward certain candidates, allocating more airtime to those they favor. This trend can also be observed in the Sri Lankan Presidential Elections, where certain media outlets were accused of allocating more airtime to specific candidates.
State-run channels like Sri Lanka Rupavahini Corporation (SLRC) and Independent Television Network (ITN) gave more coverage to former President Ranil Wickremesinghe, while private channels like Hiru TV focused heavily on Sajith Premadasa.[5] This media bias further drove voters to seek alternative sources of information, such as social media and podcasts, where they could engage with a wider range of voices and viewpoints, or the candidate that they prefer the most.
The digital realm offers great potential but is also fraught with challenges, including the spread of misinformation, disinformation, and hate speech, which can erode public trust in electoral processes. For instance, during the 2024 US election, social media platforms, especially X (formerly Twitter), played a significant role in shaping political discourse, with users posting both genuine and misleading content for financial gain.[6]
Despite these challenges, social media also provides powerful tools for combating misinformation. Fact-checking and debunking false narratives have become integral parts of the digital landscape, with civil society organisations and individuals collaborating to correct false claims as they emerge.
A notable example is the Sri Lankan Election Commission’s release of educational videos on how to vote correctly, which were shared on YouTube in collaboration with popular content creators called Vini Productions.[7] Thus, cyberspace acts like a double-edged sword: it can spread harmful misinformation but also offers the means to fight it, improve civic education, and increase political participation.
Evolution of campaign strategies
The transformation of political campaigning is evident in both historical and contemporary contexts. As we analyse past elections and anticipate those in 2024, it is clear that social media platforms have gained considerable legitimacy, shaping the narratives shared during campaigns. While traditional campaign methods, such as posters and rallies, remain prevalent in countries like Sri Lanka, the growing significance of digital campaigning is apparent.
Many presidential candidates in Sri Lanka have actively engaged with voters through various social media platforms, significantly increasing their online advertising expenditures. This marks a slight transition from previous years when physical campaign methods were the primary means of engagement. The National People’s Power (NPP), for instance, utilised live streaming for their physical rallies on platforms like Facebook and YouTube, illustrating the shift towards a more digitally oriented campaign strategy.
In India, the rise of smartphone usage has also led to a significant shift in campaign strategies. By the end of 2022, approximately two-thirds of the Indian population were using smartphones, with projections indicating that by 2026, India could have one billion smartphone users. This digital proliferation has prompted political parties to utilise social media and messaging apps, such as WhatsApp, for campaign purposes. The 2019 parliamentary election was even characterised as “the WhatsApp election,” reflecting the increasing reliance on digital platforms for political engagement.[8]
Competing for the younger voter base
In 2024, youth engagement has become a focal point in political campaigns, as candidates strive to connect with and mobilise young voters. Sri Lanka’s youth, aged between 15 and 29, make up 23.2% (4.64 million) of the population—almost a quarter of the country. This demographic is emerging as a powerful voting force; according to the Election Commission, of the 17.1 million registered voters, one million are new, highlighting the increasing influence of young voters.[9] Today’s youth are more future-oriented, often seeking transformative change rather than adhering to traditional political systems.
Disillusioned by unemployment, economic instability, and poor living conditions, many young people are considering emigration as a path to a better life. Most in this generation are skeptical of established party politics. While not overtly politically active, they closely monitor Sri Lanka’s political landscape and have proven willing to engage when they see the need, as seen in the recent Aragalaya protests. The significant age gap between most politicians—predominantly in their 50s and 60s—and the younger voter base has further widened the disconnect, urging political leaders to rethink their approach.
In particular, Gen Z is heavily influenced by technology, with 94% of them online daily, according to Kantar Sri Lanka. They access information primarily through digital platforms, consuming local content across both digital and traditional media—49% watch local TV daily, while 44% rely on social media.[10]
Recognizing this shift, candidates in the 2024 presidential election had increasingly used social media to connect with young voters where they were most engaged. The competition for this demographic is fierce, as seen in both Sri Lankan and global elections. In the United States, the race between candidates Kamala Harris and Donald Trump has highlighted TikTok as a critical battleground for engaging younger voters.
Both campaigns have invested heavily in social media strategies to capture the attention of this vital demographic. Moreover, the role of social media influencers has gained prominence, particularly during election seasons. This reflects a broader trend where candidates increasingly seek to appeal to younger voters through platforms like Instagram and TikTok.
Former President Ranil Wickremesinghe, for example, conducted a Q&A session titled “#AskRanil,” allowing young voters to submit questions directly across multiple social media channels.[11] These strategies also include Anura Kumara Dissanayake and the NPP organising youth rallies across Sri Lanka. These new approaches show how candidates are using social media to connect with younger audiences and respond to their concerns.
The evolution of platforms like TikTok, once considered primarily a space for entertainment, reflects its transformation into a political medium. Candidates are increasingly using this platform to create engaging content that resonates with younger audiences, illustrating the growing importance of social media in modern electoral politics. This unprecedented shift in how candidates engage with voters signals a broader trend towards integrating digital spaces into political campaigning, reshaping the way elections are conducted.
Challenges to election processes and integrity
Despite the potential for digital spaces to enhance democratic engagement, significant challenges remain. One major issue is the polarisation of the political landscape. After Sri Lanka’s recent presidential election results, there was a noticeable increase in racist remarks and hate speech against those who did not vote for the winning candidate, Anura Kumara Dissanayake. This hostility was especially directed toward Tamil communities in the Northern and Eastern electorates, where he did not win.
Discussions on social media further intensified this hate speech, making it more widespread. This trend is significant because, unlike past elections where candidates often appealed to nationalist sentiments, this election campaign cycle did not strongly focus on nationalism. However, the hostility in certain areas shows that ethnic harmony remains a challenge in Sri Lanka. Social media fueled these sentiments by rapidly spreading divisive rhetoric, highlighting how digital platforms can amplify societal polarisation, deepening divisions and potentially undermining social cohesion and trust in democratic processes.
The spread of hate speech, misinformation, and disinformation poses significant challenges to the integrity of democratic processes worldwide. The emergence of deepfakes and AI-generated content has further complicated the landscape, with countries like India and the United States grappling with these issues ahead of their elections. In India, for example, the Election Commission had mandated that political parties must remove deepfakes within three hours of being notified, emphasising the urgent need to address the challenges posed by AI-generated content[12].
Ahead of the National Assembly elections on April 10, 2024, South Korea faced challenges from AI-generated deepfakes. However, the country successfully limited their impact through proactive measures. The government revised the Public Official Election Act to ban election-related deepfakes and established penalties for violators. Collaborations between the public and private sectors focused on developing technological solutions to detect deepfakes, along with initiatives like watermarking AI-generated content.[13]
Monitoring social media content during elections poses significant challenges for governments and electoral bodies, as the rapid spread of misinformation can erode public trust in the electoral process. Unlike traditional media, social media operates in real time and across multiple platforms, complicating regulation.
While digital platforms enhance transparency and engagement, they also threaten the stability of democracy by potentially spreading false information. As digital democracy grows, especially through social media campaigning, it is essential to address these challenges to safeguard democratic integrity and build trust in the system for the future.
Manuja Wijesuriya
This article was originally published in Factum on 10 November 2024.
Image Copyright (c) 2024 Nazly Ahmed and made available under an Attribution-Noncommercial-Share Alike 2.0 license
