Raznoklassniki: how social networks divided the USA
The debate about the role of social media in American society has been going on for a very long time. Indeed, it is difficult to find a country that would be so deeply immersed in life on the other side of the screen. Many well-known social networks, instant messengers and Internet applications in the world are the intellectual creation and result of the work of American high-tech companies. In recent years, discussions about the impact of social media have intensified and, more importantly, have taken on a different character. The choice of a particular social network or messenger for many Americans has suddenly become linked to their political preferences and the ideology they share. In fact, information and communication ecosystems that are disconnected and unrelated to each other, closed from detractors and competitors, are being formed. Izvestia tried to understand these innovations in American politics.
A policy tool
Social media has long been a key element of U.S. political life. Many observers note their enormous influence, which consistently displaces the classical media from the country's information space.
Although the general use of social media in the United States is quite widespread today, Americans representing both political parties have a negative attitude towards power, influence, and company policies. Social networks have also become a platform for heated discussions, which often end in public conflicts and mutual blockages. Nevertheless, such sites and applications are attractive to many Americans precisely as a way to obtain political information and express their support for their candidates. Many people believe that social media is effective as a way to influence political decisions or draw the attention of officials to a particular issue.
The victory of Donald Trump and the beginning of the "cold civil war" in America between Democrats and Trumpist Republicans led to segregation on social media. Often, the choice of an Internet platform is now linked to political and ideological preferences. And this phenomenon is quite new in American political and social life. In fact, the acuteness of the contradictions and the depth of hatred between Democrats and Republicans, that is, liberals and conservatives, has become so entrenched that it has led to a split even in social networks.
Democrats and independent voters who sympathize with Democrats are more likely than Republicans and sympathize with them to report using Facebook, WhatsApp (owned by Meta, whose activities are recognized as extremist and banned in Russia), Reddit, TikTok, Bluesky and Threads. By comparison, Republicans are more likely to report using X and Truth Social. For example, more than 55% of the party's voters now report using X, compared with 15% of Democrats.
However, just two years ago, supporters of the Democratic Party dominated their opponents on this platform (26% versus 20%), while it was still called Twitter and was not bought by billionaire Trump supporter Elon Musk. For example, about half of Democrats (49%) use Instagram (owned by Meta, recognized as extremist and banned in Russia), which is 25 percentage points more than the share of Republicans.
At the same time, there are social networks and platforms that are used by all Americans, regardless of political and ideological preferences. Most Americans representing both political parties say they use YouTube. Approximately seven out of ten Democrats (72%) and Republicans (69%), including independent voters who sympathize with both parties, use video hosting.
The main thing is not to go to jail.
Dmitry Abzalov, a political scientist and president of the Center for Strategic Communications, told Izvestia that the contradictions had reached such a level that many Americans simply did not want to communicate with their compatriots who held different views. The political scientist notes that in many ways this is a unique situation for the United States. According to the expert, the crisis of the political system is evident and this is followed by such phenomena as the de facto division of social networks on political grounds.
— The extreme right and the extreme left began to pull out the electorate, respectively, the moderates did not have their platforms left. The waverers were left without political force. They have become unimportant and have become an extremely narrow political segment. In turn, the conservatives and liberals became radicalized, each in their own direction and dispersed to different corners," Abzalov states.
He notes that modern technologies allow you to isolate yourself and your supporters in a separate information environment.
— Trump has his own segment, his own podcasts, and his own traditional media, such as Fox News. And, of course, it is very important that he has his own social networks, very influential and serious, such as X and Truth Social. The only place where the plus or minus audience is general and neutral is TikTok," the expert pointed out.
According to Abzalov, as a result of political processes, there is a contrasting segmentation of the market and a very strict verification of the electorate and the American population through various social networks and media. The expert believes that this has already led to certain consequences.
— The political approach itself seemed to contribute to this. After coming to power, Biden began political persecution of Trumpists. Trump started doing the same thing after his victory. Consequently, there is no consistency in America's political structure. Previously, everything was based on the fact that as soon as you left the White House, you had no risks, and presidents and their teams lived peacefully in retirement. Now the hunt begins. It's not for nothing that Steve Bannon said: "If the Democrats win the next election, Trump will go to prison," the source told Izvestia.
Trump was isolated
Political analyst Boris Mezhuyev noted in a conversation with Izvestia that Trump's alliance with Musk had largely ensured the former's election victory.
— But I don't think that alone will be enough. In any case, Trump's successor will have a very difficult time in the media world, in which it is difficult for him to find a place. Oddly enough, Trump has quite a few media outlets at his personal disposal," the political scientist noted.
Boris Mezhuyev emphasizes that there are very different mass media in America, each of which tends to different parties and elite groups. The Wall Street Journal is a newspaper that can be called the newspaper of the Republican hawks, and the New York Times is the newspaper of the Democrats.
— Trump has been isolated, including from the media, including from TV channels. Well, for example, the New York Post tabloid newspaper, which is funded by Rupert Murdoch, takes the same radically anti-Russian position on the issue of Trump's "peace plan" that the Europeans take. And this is not a democratic media. Now the most loyal newspaper to Trump is the Washington Post, which used to be the mouthpiece of anti—Trump forces," the expert said.
At the same time, Vasily Koltashov, an economist and director of the New Society Institute, noted that the split within America is largely economic and financial in nature.
"The economic situation in America is bad and has no serious grounds for improvement, which cannot but lead to a crisis of social relations,— he said. Therefore, the expert continues, communication between different social groups and Americans representing different ideological and philosophical trends in politics and economics is unlikely to improve.
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