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@MichaelBossettaCentre for European PoliticsDepartment of Political Science
Virality onSocial Media:Potentials &Pitfalls forPolitics
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Vertical PowerStructures
(Y-Axis)
HorizontalNetworks(X-Axis)
Plug-Ins(Z-Axis)
Models of Virality
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Vertical PowerStructures
(Y-Axis)
HorizontalNetworks(X-Axis)
Plug-Ins(Z-Axis)
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+4,589
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+425
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Twitter hashtags February 3-10, 2016
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Z-Axis: Plug-In Software
• In the “politics of platforms,” infrastructure is oftenoverlooked
• Developers can “plug-in” to social media with newservices
• Plug-in services can be more functional to campaignsthan broadcasting
• Turn ordinary citizens into ”micro-influencers”
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Third-Party Plug Ins
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Z-Axis: Plug-In Software
• ”Micro-Influencers” are willing to give consent todata for a common cause
• High resource actors will receive enterprise solutions,maximizing political effect
• Yet, software-as-service (SAS) solutions mayattenuate this effect
• …As will creativity in an evolving space
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Facebook shares without outliers…
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Virality in Full…
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344,000!!!
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Potentials & Pitfalls of Virality
• Broader inclusion in the democratic process• But what cost to political knowledge?
• Broaden the reach of less-established players• Do loudest, extremist voices dominate?
• Greater portrayal of authenticity• Can ‘professionalized authenticity’ manipulate?
• Viral reach is great…• But does it generate meaningful engagement?
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Engagement (two-way process)
• To participate or become involved in
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Campaign
Citizens
Not effective“Value Jamming”
Citizens
Effective
Micro-influencers
Interpret, Integrate, Iterate
Measurable Data
punktopstilling, brug
”Sidehoved / Sidefod”.Indføj ”Sted og dato” i
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@SMandPPodcast
75 Episodes, including:
• European Parliament on Snapchat
• Micro-targeting in #GE2017
• Donald Trump’s Digital Campaign
• Bots and Fake News
• World Leaders on Instagram
• Cyberattacks and Disinformation
@MichaelBossetta #ViralityESMH
