The article talks about the way social media played a huge part in the way politicians and campaigners targeted the populace in an attempt to get their messages across. Specifically speaking, sites such as Facebook and Google have specially crafted algorithms which make targeting and marketing to specific demographics incredibly specific as well as easy. This was the main reason why the internet left many traditional platforms in the past and paved the way for the future in terms of ad revenues. Brexit's lead campaigner admitted in an interviewer how social media was a far more efficient and cheapest way of getting the message of the campaign across rather than traditional platforms.
- Leave campaign turned to Social media for advertising rather than traditional platforms which would have cost £5-10 million
- Messages were tested for their ability to motivate people to vote.
I personally think the way politicians decided to use the social media to their advantage was very clever. However it is also important to note the dissolving of real life journalism, which can be seen as it can be argued that due to the seamless non stop flow of social media, there is no mediation and therefore no filter. It doesn't actually matter if journalists would call out the claims made by campaigners and politicians to be true or false, the fact that a controversy would be made in the first place would be enough to create momentum for their campaign.
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