Social media has created an echo chamber that ensures we remain more divided than ever
It isn't just the 2024 election cycle, presidential candidates have long promised, even vowed to be a uniter or unifier. We've heard from candidates past and present that they'll be a president for all Americans.
The problem is that throughout our republic’s history, around half of Americans haven't been all that ready to accept the person they didn't vote for, and that's not likely to change in 2024. Yet, what makes it different today is that social media has created an echo chamber that ensures we remain more divided than ever.
This is in no small part due to the spread of misinformation, disinformation and even outright lies—and the platforms have done little to combat it.
"Social media has always been a facilitator of polarization," said Dr. Kurt Braddock, assistant professor of public communication at American University.
"The algorithms used to determine which content people see necessarily puts people in their own echo chambers where they are only exposed to things they agree with, which basically creates distinct 'sides' on issues," warned Braddock. "The platforms are financially incentivized to do this since people are more inclined to engage with material they agree with, which makes it easier to earn advertising dollars by placing that content in front of their users that they'll look at and click."
Social Media Misinformation Will Only Increase Through Tuesday
On Friday, Free Press released its "Tracking Platform Integrity on the Eve of the Election" and found that AI tools have provided online bad actors with free and unfettered ability to create fake content at an alarming rate, while platform algorithms enhance the delivery of that content—and with "laser-like precision" so that it hits those most likely to believe it, and worse share it.
"We're days away from the U.S. elections and instead of bolstering integrity and preparedness plans, social-media companies are continuing their retreat from previous commitments," said Nora Benavidez, Free Press senior counsel and director of Digital Justice and Civil Rights
"Over the past year, Free Press has regularly reached out to the largest platforms to discuss whether they plan to safeguard the democratic process," Benavidez added. "While many have responded to our requests—and seem sincere during our discussions, their answers have given us little confidence that platforms are prepared to confront the deluge of online election disinformation and incitements to political violence."
According to the Free Press report's finding, many of the largest social media platforms have been retreating further from basic user and democracy protections.
"Meta has begun downranking voter information, including useful and critical content about the democratic process," said Benavidez. "X has continued to force Musk's many election lies on users, whether they follow him or not. And YouTube has entirely washed its hands of accountability, refusing to respond to repeated questions from Free Press, our research allies or investigative reporters."
It Won't End With Election Day
Whether we see a Kamala Harris or Donald Trump victory next week—which probably won't even be known on Tuesday evening—we should almost certainly expect social media to further widen our political divide. Voter integrity will be questioned, warnings will be made about the future of democracy and we'll expect lots of anger, frustration, and possibly even threats of violence.
The age of the anti-social networks is already in full swing, and the platforms will almost make sure we remain divided. This is partially because of the actions of foreign actors on the platforms, but it is really because these apps make it all too easy to complain about the other side and criticize those we disagree with.
"Until the incentive structure changes," suggested Braddock, "social media will continue to put people on opposite sides of an issue to promote engagement and get the revenue that comes with that."