As the 2012 presidential race ever so slowly gains momentum it remains clear that social media will be influencing elections for a long time to come. In the long run, does the shift towards social media campaigning change who is perceived to be a legitimate candidate? If so, social media might change who wins elections and therefore changes how we are governed. Avoiding [for now] the issue of whether social media has inherent tendencies towards the left or right, what I want to ask is: opposed to old media, does new media benefit political underdogs and outsiders?

As Republicans announce presidential bids on Twitter and Obama gets friendly with Zuckerberg and Facebook, it seems that the presidential campaign has found itself augmented by and reliant upon social media tools; some of the very same tools many of us use, like Facebook, Twitter, YouTube and so on. Part of their popularity is that one can view and be viewed by people from all over the world in an instant and for no cost. It does not cost money to publish this post or to tweet about it later on. Social media campaigning is also relatively cheap; indeed, often times free. Alternatively, print advertising is expensive because space is scarce and the scarcity of broadcast time makes television and radio too costly for underdogs and outsiders to fairly compete. However, when we exchange atoms for bits we enter into a world of abundance, a world where broadcasting a message quickly and globally becomes cheap and easy.

This cheaper social-media campaign style may remove or at least lesson (more…)