Social Media and Campaigns

 

Throughout American history, incumbents have long had the upper hand during elections. Newcomers are often fenced off from the political field due to a lack of financing, difficulty getting recognition, etc. It has been nearly impossible for a new politician to compete with someone with all the connections, money, and influence, but social media has changed the game. Now, candidates have a more even playing field, as they can directly address constituents and use platforms shared with millions of users. 

During the 2020 election campaign, Michael Bloomberg spent over one billion dollars on his run for President, and he still failed horribly. The average winning incumbent Senator in the 2020 election raised a median of $13.2 million dollars. From these numbers alone, it's apparent how expensive the political game is, and why it has been so difficult for newcomers to be a real threat to incumbents. In 2008, Barack Obama used platforms like Twitter to reach out to the electorate directly. Ever since, it has been vital for a successful candidacy run for federal candidates. Any politician can reach out to the average Joe, but even more importantly, they can connect with huge donors that make up the foundation of their campaign. They can also humanize themselves to be more likable and charismatic, which is especially important for presidential candidates. Despite these advances, incumbents still have a significant advantage, but it will be interesting to see if social media can truly help politics become more accessible

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