Social media and election campaigns promoting Inclusive Participation (SDG 10 & 16)

Abstract

The article looks into the use of social media in the election processes and how social media may support a socialized participation as part of Sustainable Development Goals 10 (Reduced

Inequalities) and 16 (Peace, Justice, and Strong Institutions.). Instead of the electoral communication systems based on the media, social media websites have become the core of the electoral system, where candidates, parties and grassroots movements mobilized the marginalized and unrepresented groups, besides building transparency. The study is qualitative in nature and makes use of thematic content analysis of recent writings on pertinent topics on electoral monitoring and case studies of emergent and developed democracies. Findings indicate that social media enhances the participation of the youth, the rate of voter turnout by females, and minority voters, it provides the people with alternative platforms of civic discourse subject matter, thereby increasing inclusiveness and institutional credibility. However, others such as digital divides, misinformation, algorithm polarization and manipulative campaign speeches are issues that are destined to harness such benefits. The results also illuminate the evidence that the social media, however, significant they may be in reducing inequalities in political participation and reinforcing the democratic centrality, their use cannot be effective without ethical communication processes, good rules, and digital literacy. Through an account of the opportunities and risks of digital campaigning critically, this paper illustrates the importance of incorporating the electoral strategies into the values of equality enshrined in the SDG framework.