“You Share, Therefore You Are”

Ever since politicians have existed, so have campaigns. But the way a candidate’s message reaches voters has changed dramatically over time. The evolution of communication technology has not only reshaped our everyday lives but has also transformed politics. Today, the question is no longer whether a campaign is present online, but whether it effectively leverages the opportunities offered by modern platforms.

The first political “infocommunication tool” was the printed press. Newspapers, posters, and pamphlets dominated 19th-century campaigns. Then came radio, ushering in a new era. In 1924, the first U.S. presidential election broadcast took place. This was a major breakthrough, as people could hear candidates live for the first time. Franklin D. Roosevelt’s famous “Fireside Chats” were also delivered via radio, helping him connect with citizens on a personal level during a time when many were struggling through the Great Depression.

Next came television, turning campaigns into a visual experience. In 1960, the first televised presidential debate took place between John F. Kennedy and Richard Nixon. Those who listened on the radio believed Nixon had won, but viewers overwhelmingly found Kennedy more convincing. This marked a turning point: it became clear that media does not merely transmit messages—it shapes them. From then on, a politician’s appearance, gestures, and facial expressions became just as important as their words.

In the early 2000s, the first website-based campaigns appeared, but the real breakthrough came with Barack Obama’s 2008 campaign. Obama was the first to use social media—especially Facebook—professionally to reach younger voters. He didn’t just post content; he built communities, engaged in dialogue, and mobilized supporters. Communication was no longer one-way; it became interactive.

Today, campaigns are conducted on platforms like TikTok and Instagram. Not only candidates but also influencers play a role—often reaching larger audiences than the politicians themselves. Elon Musk’s acquisition of Twitter, now known as X, has turned it into one of the most significant political battlegrounds. Here, not only news but also opinions, memes, and misinformation spread rapidly.

Social media’s greatest advantage is that anyone can have a voice—but this is also its biggest danger. Algorithms do not prioritize truth; they prioritize attention. As a result, sensationalism, emotion, and fear spread more easily than facts. This leads to the “firehose of falsehood” phenomenon: countless versions of the same story flood audiences simultaneously, leaving people unsure of what is true.

Modern political campaigns now target individuals with personalized messages based on their data. What you see is not necessarily reality—it is what the system predicts you want to hear. This reinforces confirmation bias: we tend to believe information that aligns with our existing views.

Today, a politician can be everywhere at once—in a video, a meme, or an influencer’s post. However, this omnipresence does not always equate to transparency or truth. The greatest challenge is no longer access to information, but the ability to distinguish between what is real and what is manipulated.

In the future, it will not only be important to learn how to use infocommunication tools, but also how to protect ourselves from them—or more precisely, from the overwhelming flow of content they deliver.