On 14 October 2024, SEAP’s event on “Digital Political Campaigning and the Power of Social Media” gathered political actors, journalists, and civil society representatives to explore how digital platforms are reshaping political engagement.
The high-level panel consisted of Dave Keating, Brussels Correspondent, FRANCE 24; Philipp Schulmeister, Director for Campaigns, European Parliament; Alice Stollmeyer, Executive Director, Defend Democracy; and Zala Tomašič, Member of the European Parliament. SEAP Board member Yiannis Korkovelos moderated the discussion.
The discussion emphasised the importance of authenticity in online political campaigning, with examples of using viral grassroots activities to engage voters. It was noted that tailoring content across platforms, such as informal posts for Instagram and more structured messages for X (formerly Twitter), helps reach different audiences effectively.
The conversation also highlighted the evolving role of journalism in the digital age. Social media platforms, particularly X, have become essential for real-time reporting, but concerns were raised about the increasing influence of non-traditional media figures in shaping public opinion. Ensuring journalistic integrity in the face of this shift was stressed as crucial.
Disinformation emerged as another key theme, with specific concern over foreign interference and the role of fake profiles in spreading misinformation. It was argued that combating disinformation requires more than regulation. Building a European non-profit digital infrastructure was suggested as a longer-term solution. The challenges of disinformation, especially on platforms like TikTok and X, were acknowledged, with calls for enhanced cooperation between social media companies and political institutions.
The panellists then explored the European Parliament’s digital campaigning strategy in the run-up to the European elections this year, which focused on encouraging voter participation through partnerships with a broad range of multipliers.
Other issues highlighted during the event included the importance of digital literacy, the fragmented realities shaped by social media, and the growing risks to online child safety. Emphasis was placed on the need for better education to foster critical thinking and digital responsibility, especially as AI-driven technologies add complexity to these challenges.