The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election

Abstract: The present study argues that political communication on social media is mediated by a platform's digital architecture, defined as the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 US election as a case, interviews with three Republican digital strategists are combined with social media data to qualify the studyies theoretical claim that a platform's network structure, functionality, algorithmic filtering, and datafication model affect political campaign strategy on social media.

• The paper demonstrates that digital architectures fundamentally shape campaign strategies through differences in network structure, functionality, and algorithmic filtering.
• It employs a comprehensive typology to compare platform-specific features, highlighting contrasts like Facebook's open connectivity versus Snapchat's private networks.
• The study underscores the role of datafication in enabling precise targeting and enhancing the effectiveness of political messaging on social media.

Digital Architectures of Social Media and Political Campaigning in the 2016 U.S. Elections

Michael Bossetta's paper, "The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Elections," provides a structured analytical framework for understanding how digital platform architectures shape political communication strategies across diverse social media channels. The study critically assesses the role of network structures, functionality, algorithmic filtering, and datafication on different social media platforms during the 2016 elections, elucidating how these elements influence campaign strategies and engagement.

Key Insights and Findings

The study delineates a typology consisting of four main components—network structure, functionality, algorithmic filtering, and datafication—to explore how these factors affect political campaign strategies on platforms like Facebook, Twitter, Instagram, and Snapchat. Each platform exhibits unique architectural features that dictate specific user interactions and content dissemination methods, which in turn influence political messaging and strategy.

1. Network Structure: The paper highlights differences in searchability, connectivity, and privacy across social media platforms. Snapchat, with its low searchability and private user networks, contrasts sharply with Facebook's open network structure, emphasizing the variations in how audiences are reached and engaged.
2. Functionality: The analysis underscores the multi-hardware compatibility of platforms such as Facebook and Instagram compared to Snapchat's mobile exclusivity. This distinction influences content creation and dissemination strategies, with campaigns tailoring their approach to fit platform-specific functionalities.
3. Algorithmic Filtering: The study notes the variance in algorithmic reach and the effectiveness of pay-to-promote services across platforms. Facebook employs heavy algorithmic filtering with options for campaigns to extend their reach through paid services, whereas Snapchat's chronological content arrangement offers distinct challenges and opportunities for campaigns.
4. Datafication: Bossetta provides a nuanced discussion on the role of user data quantification in shaping campaign strategies, highlighting sophisticated matching and targeting operations on platforms like Facebook. The study illustrates how digital footprints are harnessed to develop precise targeting strategies, essential for political campaigns' digital operations.

Implications for Political Campaigning

The paper argues that understanding the digital architectures of social media provides crucial insights into the evolving dynamics of political communication. The intricate interplay between structural design and user interaction shapes campaign strategies, altering how political actors engage with the electorate. Political campaigns increasingly depend on platform-specific features to optimize their outreach and engagement strategies. This study offers a comprehensive framework that could serve as a benchmark for future research into the impact of digital architectures in political communication.

Future Directions and Considerations

As social media platforms continue to evolve, so too will the digital architectures that underpin them. This study serves as an essential step in understanding these transformations. Future research could extend this framework to analyze longitudinal changes in platform architectures and their effects on political strategies. Additionally, incorporating data sources such as voter turnout and campaign donations could enrich the understanding of how digital and offline campaign dynamics intersect.

The 2016 U.S. elections illustrate the strategic importance of adapting to individual platform architectures in political communication. By applying this structured approach to analyzing social media, researchers and political strategists can better navigate the complexities of digital political campaigning, anticipating shifts in platform functionalities and audience engagement mechanisms.