Political Communication Via Social Media Often Seeks To Use

Political Communication Via Social Media Often Seeks To Use Authentic

Political communication has increasingly shifted to social media platforms as a primary channel for engaging with the public, shaping opinion, and influencing voter behavior. A notable trend within digital political communication is the emphasis on authenticity, which has become a form of political currency used by politicians and political actors to garner trust, support, and legitimacy (Enli, 2015; Enli & Rosenberg, 2018; Highfield, 2017; Hobbs & Allen, 2023; McTernan, 2024). The pursuit of authenticity in social media politics reflects a desire to appear genuine, relatable, and trustworthy, which can be especially potent in an age characterized by information overload and skepticism towards traditional media sources. This paper explores the role of authenticity in social media political communication, its implications for trust and populism, and how different political actors leverage this phenomenon to influence voters and shape political narratives.

The concept of authenticity in social media politics

Authenticity, in the context of social media, refers to the perception that a politician or political message genuinely reflects true beliefs or feelings, rather than being a contrived or strategic performance. According to Enli (2015), authenticity is often constructed and performed through social media, where politicians aim to project an image that resonates as real and trustworthy. Such performances often involve sharing personal stories, behind-the-scenes glimpses, or unpolished content that ostensibly reveals the human side of political figures. However, Enli (2015) argues that the authenticity presented on social media is often an illusion, carefully crafted to appeal to voters’ desires for sincerity and trustworthiness.

Trust and populism in social media political communication

Trust is central to the effectiveness of political communication, especially in the social media era where traditional gatekeepers of information are bypassed. Enli and Rosenberg (2018) highlight how populist politicians tend to adopt an authentic persona to mobilize support, often positioning themselves as outsiders fighting against corrupt elites. By emphasizing their genuineness and relatable qualities, populist leaders exploit the social media space to forge a closer connection with their followers. Highfield (2017) further emphasizes that social media enables politicians to craft personal, authentic narratives that resonate with everyday political concerns, thereby enhancing trust perceptions and political engagement.

Authenticity as a strategic tool during crises

The COVID-19 pandemic illustrated the strategic use of authenticity in political communication. Hobbs and Allen (2023) compare how leaders like Prime Ministers Jacinda Ardern and Scott Morrison utilized social media to connect with constituents, emphasizing authenticity to build trust and legitimacy amid uncertainty. Ardern’s empathetic and transparent communication contrasted with Morrison's more strategic messaging, demonstrating how authentic expressions can influence public perception and compliance during crises. This strategic deployment of authenticity underscores its critical role in managing public health and safety through social media channels.

The dark side of authenticity: populism and misinformation

While authenticity can foster trust, it also presents dangers, particularly when exploited for populist or misleading purposes. McTernan (2024) conducts a comparative content analysis of Australian political Facebook posts, revealing how authenticity and populist frameworks are intertwined in contemporary online political discourse. Politicians may craft messages that appear authentic to appeal to voters’ emotional and identity-based responses, sometimes at the expense of factual accuracy (McTernan, 2024). This manipulation can contribute to the spread of misinformation and deepen political polarization, as audiences may be more inclined to believe and share emotionally resonant authentic-sounding content regardless of its veracity.

The implications of authentic political communication

The pursuit of authenticity in social media politics has profound implications for democratic processes. On one hand, authentic communication can enhance voter engagement, foster trust, and humanize political figures. On the other hand, the blurring of the line between genuine and strategic performances raises questions about authenticity’s authenticity itself, as well as its potential to deceive or manipulate the public. Politicians and their communications teams must balance the desire to appear genuine with the need to maintain credibility and avoid manipulation or disinformation.

Conclusion

Authenticity remains a powerful yet complex element of political communication on social media. Its strategic use can help build trust, mobilize populist support, and effectively communicate during crises. However, the same elements that foster genuine connection can be exploited for manipulative purposes, contributing to misinformation and polarization. As social media continues to evolve as a dominant platform in political communication, understanding the nuances of authenticity—its potentials and pitfalls—is crucial for scholars, practitioners, and voters alike. Future research should focus on developing clearer frameworks for distinguishing authentic from inauthentic political expressions and exploring strategies to foster genuine political engagement while safeguarding democratic integrity.

References

• Enli, G. (2015). Trust Me, I Am Authentic! Authenticity Illusions in Social Media Politics. In The Routledge companion to social media and politics. Routledge.
• Enli, G., & Rosenberg, L. T. (2018). Trust in the age of social media: Populist politicians seem more authentic. Social Media + Society, 4(1), 1–9.
• Highfield, T. (2017). Social media and everyday politics. John Wiley & Sons.
• Hobbs, M. J., & Allen, P. (2023). Political public relations, leadership, and COVID-19: A comparative assessment of Prime Ministers Ardern and Morrison on Facebook and Twitter. Public Relations Review, 49(2), 102326.
• McTernan, C. (2024). Politics of the gut: Comparative content analysis of Australian political Facebook posts using authenticity and populist frameworks. Communication Research and Practice, 1–16.
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