As technology evolves, political campaigns are constantly evolving as well. A practice that once relied on traditional media such as print advertisements, radio and television is now severely impacted by the Internet - Social Media.
Social media has redefined the political world and revolutionized the way campaigns run in recruiting, motivating and empowering supporters.
Why politicians tap onto Social Media?
Social media helps politicians to effectively reach large numbers of voters in a short amount of time.
2. Engagement:
2. Engagement:
Unlike traditional media, social media allows politicians to actively engage with their potential voters.
3. Share Ideas & Goals:
Social media allows politicians to share their beliefs, goals and accomplishments directly with voters, making them feel a sense of involvement with the campaign. This dynamic exchange of information and ideas makes for a healthier and more participative democracy.
4. Behind-the-scenes:
Social media allows voters to get to know the politicians more as they might share their private life, their volunteer work etc.
5. Cost effective:
Social media is free. One tweet can go viral and can possibly leave a bigger impression with voters than any TV commercial could.
Of course, social media has its downside if not used effectively. As pointed out above, social media allows you to have a glimpse of the politician's behind-the-scenes. From the general elections held in 2011, my most vivid memories of how social media played a part in the political field was Tin Pei Ling and Nicole Seah.
Netizens were disturbed by the pictures from Tin Pei Ling's Facebook, as it portrayed her to be immature, inexperienced and unsuitable constituency as a Member of Parliament. Her pose with a Kate Spade bag went viral within hours, as did a video of her that showed her stomping her feet and shaking her head while whining "I don't know what to say!". And not to forget the war between Nicole Seah and Tin Pei Ling, with Tin Pei Ling writing the famous childish statement on her Facebook:
"OooOoooOooh so that's what REALLY happened? Wow, I think tears in Parliament is worse than ANYTHING ELSE!"
From what I derived in the 2011 elections, many young people, some of who are not even at the age to vote were in the thick of all the election action. I think this interest can be attributed towards the use of social media. Maybe its social studies, or maybe its the Singaporean-nature of being KPO about everything, but Singaporean youths are becoming less apathetic towards politics. http://www.todayonline.com/singapore/singapore-youth-apathetic-no-more?page=3
I guess its also to do with how they want their voices to be heard instead of being so confined to the bureaucratic control of the ruling government. And social media just so happens to be the perfect medium for their voices to be heard.
It was also found that in a survey conducted, almost 71% of those aged 15-19 said they speak up on politics and the Government on Social media, while 68% of those aged 20 to 24 do so.
Social media in the political arena will continue to shape the way people think and communicate, with the younger generation being more involved with politics, we can see that the shifts in Singapore's political scene are worth noting.
Social media allows politicians to share their beliefs, goals and accomplishments directly with voters, making them feel a sense of involvement with the campaign. This dynamic exchange of information and ideas makes for a healthier and more participative democracy.
4. Behind-the-scenes:
Social media allows voters to get to know the politicians more as they might share their private life, their volunteer work etc.
5. Cost effective:
Social media is free. One tweet can go viral and can possibly leave a bigger impression with voters than any TV commercial could.
Is it always useful?
Of course, social media has its downside if not used effectively. As pointed out above, social media allows you to have a glimpse of the politician's behind-the-scenes. From the general elections held in 2011, my most vivid memories of how social media played a part in the political field was Tin Pei Ling and Nicole Seah.
CONS: Internet gives the power to advocate, but also the power to humiliate
Netizens were disturbed by the pictures from Tin Pei Ling's Facebook, as it portrayed her to be immature, inexperienced and unsuitable constituency as a Member of Parliament. Her pose with a Kate Spade bag went viral within hours, as did a video of her that showed her stomping her feet and shaking her head while whining "I don't know what to say!". And not to forget the war between Nicole Seah and Tin Pei Ling, with Tin Pei Ling writing the famous childish statement on her Facebook:
"OooOoooOooh so that's what REALLY happened? Wow, I think tears in Parliament is worse than ANYTHING ELSE!"
The younger generation
I guess its also to do with how they want their voices to be heard instead of being so confined to the bureaucratic control of the ruling government. And social media just so happens to be the perfect medium for their voices to be heard.
It was also found that in a survey conducted, almost 71% of those aged 15-19 said they speak up on politics and the Government on Social media, while 68% of those aged 20 to 24 do so.
Social media in the political arena will continue to shape the way people think and communicate, with the younger generation being more involved with politics, we can see that the shifts in Singapore's political scene are worth noting.
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