I don't remember my parents ever mentioning a politician’s private life (unless of course there was a massive scandal), but I know when Michelle and Barack Obama's anniversary is and when it's Dan Andrews children's birthdays. Not because I actively seek this information out, but because they share it on social media and even if I'm not following a politician, it still makes it into a story somewhere that pops up in my newsfeed.
Whilt television and newspapers continue to be a popular source of news, many people now consume their news via social media (Enli 2017) For years now politicians have been using social media to humanise themselves. Does it work? Well, that really depends on their marketing team doesn't it!
Let's face it, some politicians get it right and others don't. Anyone using social media for promotion can tell you, it's all about tone of voice. For politicians trying to win voters, whilst promoting their agenda, mastering the right tone of voice throughout, is a difficult horse to straddle. In promoting their agenda, they close doors to many voters, but when they attempt to be 'real' with their constituents, they can then fail the people they won with their agenda. People expect them to be honest and open, then tend to hurl insults and tell them to get on with their job . . . how can they win?
I can't speak for other voters, but I know that what I value in a politician is transparency (which I'm sure we'll never have 100%), integrity and the sense that they care about their whole constituency, not just the segment of society that they sit in. Now, let's take a look at Australia's current leader, Scott Morrison. Morrison is a Pentecostal Christian, who at a religious speaking event suggested to his fellow brethren that
"social media could be used by “the evil one” to undermine Australian society, telling Christian leaders they are what the country needs right now."
Now interestingly, despite social media potential being the medium of the devil, he has undergone a very thorough social media image revamp in recent years. Somewhat questionably, despite thousands of businesses missing out throughout the COVID19 pandemic's JobKeeper scheme religious entities received a total of $627 million in JobKeeper payments and his chosen particular place of worship Horizon Church,received $110,000 in government funding in November 2020 through the governments Safer Communities Fund.
Does a candidate have to look good on social media to succeed?
Whilst I have no issue with a politician jumping on the latest Tik Tok trend to stay in touch with the younger demographic, sometimes they can even give you a laugh, it ultimately isn't their job to be an entertainer. They just need to show that they are in touch with what is going on, that they understand and care about the bigger picture and that they act quickly when it is required of them.
As social media continues to be the dominating media force in the world, politicians will of course have to evolve in how they best utilise it to reach voters. Ultimately, all they really need to do though, is their job!
Oh, and it wouldn't hurt if they answered questions directly every now and then . . .
References
Business.gov.au 2021, SAFER COMMUNITIES FUND – ROUND 6 – EARLY INTERVENTION GRANTS, Australian Government, viewed 09 August 2021, <https://business.gov.au/grants-and-programs/safer-communities-fund-round-6-early-intervention-grants>.
Dan Andrews 2020, Daughters 16th Birthday, Facebook, viewed 08 August 2021, <https://www.facebook.com/134712696593275/photos/a.149185875145957/3338828269515019/>.
Enli, G 2017, ‘Twitter as arena for the authentic outsider: exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election’, SAGE journals, vol. 31, no. 1, pp. 50-61, viewed 10 August 2021, < https://journals-sagepub-com.ezproxy.lib.swin.edu.au/doi/full/10.1177/0267323116682802>.
Horizon Church 2021, viewed 09 August 2021,
McGrath, P. et.al. 2021, Churches, religious groups received millions of dollars in JobKeeper while staying in the black, accounts show, ABC Investigations, viewed 09 August 2021, <https://www.pedestrian.tv/news/scott-morrison-church-government-grant/>.
Warren, C. 2021, Reading between the pixels: Morrison makes a social media pivot from daggy dad to Instagram square, Crikey, viewed 10 August 2021
White, D. 2021, PM says social media being used by ‘evil one’, gives rare insight into Pentecostal faith', The Sydney Morning Herald, viewed 10 August 2021
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