It is not surprising social media is saturated with news and discussions about American primaries, but there is something different about this election cycle.
Republican front-runner Donald Trump has used social media and traditional media sources to keep all eyes on himself .
When Trump announced his candidacy in June he said some Mexican immigrants are rapists, and the American media began covering daily his statements and the reactions to them.
He attacked journalists, other candidates, ethnic groups, celebrities and pretty much any group under the sun to stay prominent on news cycle and in social media, helped by his 6.9 million twitter followers and Facebook page with more than six million likes.
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A recent study on election influencers in traditional as well as social media from a research group at MIT Media Lab rated Trump’s twitter handle, @realDonaldTrump, as the top influencer in the election because of his ability to manipulate both traditional and social media.
In the study he placed well above mainstream media sources such as CNN or the New York Times.
The traditional media’s power has been drastically undermined in this election as Trump brushed aside much of its gatekeeper function.
“The old influence hierarchy has been shattered, replaced by a new mosaic of influence in which social media play a growing role,” said William Powers in the study published by MIT Media Lab.
Trump was able to effortlessly bypass traditional media because he used it against itself. He provided an easy target for editorial outrage, which likely would have sunk a traditional candidate.
Multiple media sources claim Trump got his media tactics from his time acting in the World Wrestling Federation.
It’s difficult to watch him at the podium and not see the similarity.
At his rallies attendees cheer loudest when Trump says “get them out of here,” as security drags protesters out.
The drama captivates the audience, while Trump leads it in another chant of U.S.A., U.S.A.
People who watch professional wrestling know the action is scripted, but the emotion it elicits is real for its viewers.
Trump is not selling a coherent or realistic political vision, he is selling a spectacle. It doesn’t really matter whom he is fighting with, it just matters that he is fighting.
The ability of traditional media to play a gatekeeper role is being undermined by social media, which some critics of mainstream media say isn’t necessarily a bad thing.
And I’m sure Donald Trump would agree.
robin.booker@producer.com
