The roles of social media in 21st century populisms: US Presidential campaigns

Abstract

In the United States, “populist” is a controversial and often misunderstood signifier in common discourse. In addition, the current state of mass media and introduction of social networking tools has created a hyper-partisan spectacle of politics – especially during presidential campaign seasons. Through the review of literature on populism, traditional and social media, and presidential campaigning in the United States, this article constructs a new view on the relationship between these three topics in the 21^st century. Important steps in this article’s process include defining populism and its place within campaigning and media; presenting social media as a political tool and a dynamic personalized informer; and analyzing the US presidential elections since 2008.  Resultantly, because the trends of online activity, on the part of both the citizen and the candidate, impact social media users’ self-informing and political engagement, the process of selecting a new US president has become more susceptible to various populist practices in this century than before.