Yochai Benkler and a team from the Berkman-Klein Centre have published an interesting study which comes to conclusions that challenge conventional wisdom about the power of social media.
“Contrary to the focus of most contemporary work on disinformation”, they write,
our findings suggest that this highly effective disinformation campaign, with potentially profound effects for both participation in and the legitimacy of the 2020 election, was an elite-driven, mass-media led process. Social media played only a secondary and supportive role. This chimes with the study on networked propaganda that Yochai, Robert Faris and Hal Roberts conducted in 2015-16 and published in 2018 in Network Propaganda: Manipulation, Disinformation, and Radicalization in American Politics. They argued that the right-wing media ecosystem in the US operates fundamentally differently than the rest of the media environment. Their view was that longstanding institutional, political, and cultural patterns in American politics interacted with technological change since the 1970s to create a propaganda feedback loop in American conservative media. This dynamic has, they thought, marginalised centre-right media and politicians, radicalised the right wing ecosystem, and rendered it susceptible to propaganda efforts, foreign and domestic.
The key insight in both studies is that we are dealing with an ecosystem, not a machine, which is why focussing exclusively on social media as a prime explanation for the political upheavals of the last decade is unduly reductionist. In that sense, much of the public (and academic) commentary on social media’s role brings to mind the cartoon of the drunk looking for his car keys under a lamppost, not because he lost them there, but because at least there’s light. Because social media are relatively new arrivals on the scene, it’s (too) tempting to over-estimate their impact. Media-ecology provides a better analytical lens because it means being alert to factors like diversity, symbiosis, feedback loops and parasitism rather than to uni-causal explanations.
(Footnote: there’s a whole chapter on this — with case-studies — in my book From Gutenberg to Zuckerberg — published way back in 2012!)