In a turn of events that could have far-reaching consequences for the 2024 U.S. presidential election, Mark Zuckerberg’s social media behemoth, Meta, is making a major shift away from politics. The parent company of Facebook and Instagram had previously been instrumental in helping politicians connect with potential voters and influence the outcome of past elections. However, following the events of January 6 and subsequent scrutiny, the tech giant is now distancing itself from the political world.
According to a recent analysis by The Washington Post, both the Trump and Biden campaigns have seen a significant decline in engagement on Facebook and Instagram since the 2020 election. The average engagement per post has dropped by 60 percent for both campaigns between March 2020 and March 2024. This decline in engagement is a direct result of Meta’s efforts to reduce the visibility of political content and impose stricter rules on political advertisers.
These changes reflect a shift in the company’s stance towards politics, with CEO Mark Zuckerberg once touting Facebook’s influence in the 2016 election. In the aftermath of the Capitol riots, however, Zuckerberg acknowledged that people did not want politics to take over their online experience. This sentiment is also reflected in the recent changes made to Meta’s platforms.
One significant change is in the targeting system, previously favored by politicians to reach potential voters. Meta has now limited this system, making it harder for political ads to reach their intended audience. According to a spokesperson for the company, these changes were made in response to feedback from users who expressed a desire for less political content on their news feeds. This move, however, has drawn criticism from some, who see it as a form of shadow banning.
Top Trump campaign adviser Chris LaCivita raised concerns about the potential impact of Meta’s new policies on the upcoming election, stating that Republicans would be justified in having questions about the company putting its “finger on the scale of organic political speech.”
This sentiment is further supported by experts like Natalie Stroud, a professor at the University of Texas at Austin, who studies social media’s influence. She questions where people will turn for political news and information in the absence of such content on social media.
The shift away from politics on Meta’s platforms is part of a more extensive effort to reduce the spread of misinformation and hate speech. The company has also faced pressure from lawmakers and users alike to take accountability for its role in allowing the events of January 6 to unfold. As a result, Meta has imposed stricter rules on political advertising and introduced new measures to fact-check and remove false information.
It remains to be seen how this change in approach towards politics will impact the 2024 U.S. presidential election. Many are concerned about the implications of limiting political content on social media and the potential for it to shape public opinion. Others believe that this shift could lead to a more positive and less divisive online environment.
In its defense, Meta argues that these changes are not intended to silence or favor any particular political group. They claim that the changes apply to all users and are in line with the company’s ongoing efforts to improve the user experience. Only time will tell the full extent of the impact of Meta’s move away from politics, but for now, it is clear that the company is taking a more cautious approach when it comes to politics on its platforms.
