Biden administration paying influencers to shape favourable public opinion
Using social media and influencers has become a staple of the narrative-building strategies employed by political parties across the world, especially during election times. In this vein, the Biden administration has reportedly paid several popular influencers to build a favourable narrative ahead of the presidential elections in the country.
The Biden administration’s strategy of paying influencers to help with the upcoming election is driven by a need to engage young voters, who increasingly receive their news and form opinions through social media, ditching the legacy/mainstream media. The Democratic National Committee has developed a comprehensive digital strategy, enlisting approximately 150 influencers to promote pro-Biden content across platforms like Instagram, TikTok, YouTube, etc. A report by
The Conversation says that these influencers are being paid over $1 million to publish and promote pro-Biden content.
Notably, the use of influencers aims to reach demographics that traditional political advertisements might miss, particularly young or first-time voters. Influencers, with their popularity and reach, can subtly integrate political messaging into their content, making it appear more authentic and relatable. This approach also leverages the personal connection influencers have with their fans/followers, potentially swaying opinions and encouraging favourable political engagement in a seemingly organic manner, even if it may be legally and ethically questionable. Incidentally, the speculations are rife about pop sensation Taylor Swift
endorsing Joe Biden in this presidential election. She had endorsed Biden in 2020 as well.
It is interesting to note that even the American intelligence agency CIA increasingly utilised social media and pop culture to influence public opinion, both domestically and internationally. Reports suggest that this shift aligns with the evolving digital landscape where social media platforms dominate information dissemination and influence. Engaging in pop culture topics allows the CIA to blend into mainstream narratives, making their presence less conspicuous while effectively reaching a broader audience.