Dorel DANCIU
Babeș-Bolyai University of Cluj-Napoca, Romania
| Abstract: | Social networks are important tools at the hands of political actors due to the direct connection with voters. Candidates and campaign teams can easily send messages to voters and can also see how they react to those messages and access the personal data available in each account. From the aggregation of this data through specific technical instruments, it is also possible to obtain segmented voting profiles. Campaign teams can thus adapt their communication flow to the expectations of the electorate and develop campaign strategies based on data.
In the era of digital revolution, political actors’ use of generative artificial intelligence through social media gives them the ability to create personalized messages, but also to accurately estimate their impact on individuals and groups. Different state and non-state entities can interfere with ongoing campaigns, influencing the electorate by favoring certain political actors and jeopardizing the democratic practices that should govern the electoral process. |
| Keywords: | Social media; political communication; generative AI; influence; disinformation; online propaganda |
| Contact details of the authors: |
E-mail: dorel.danciu@ubbcluj.ro |
| Institutional affiliation of the authors: | Doctoral School of Sociology, Babeș-Bolyai University of Cluj Napoca, Romania |
| Institutions address: | 21Dec.1989 Bd.,128, Cluj-Napoca, 400604, 0040.264419958, socasis.ubbcluj.ro, secretariat.socasis@ubbcluj.ro |