How political advertising on social media bypasses public debate
What is it about?
Microtargeting is an important way in which political advertisers now reach citizens via social media platforms such as Facebook. Many commentators see this as a problem for democracy, because microtargeted messages bypass public debate. I investigate the nature of this problem, and ask whether it is greater than the democratic problems associated with older forms of political media, including newspapers.
Why is it important?
The rapid rise of social media platforms over the last decade has transformed the media landscape. Among other things, social media platforms have allowed political actors to communicate directly with large numbers of citizens. These actors are bypassing the gatekeepers, such as newspaper editors and owners, who once controlled access to the public sphere. Thus, the new public sphere has the potential to democratise political debate. However, the new public sphere is also ripe for exploitation by unscrupulous actors.