Social media reshapes Taiwan's mayoral races with short videos and engagement

The rise of social media has profoundly reshaped the communication landscape of elections in Taiwan. In the past, mayoral candidates typically engaged directly with voters through traditional methods such as visiting neighborhoods, distributing flyers, and holding rallies. Today, spanning from Facebook, Instagram, and YouTube to the short-video platform TikTok, candidates no longer rely solely on physical campaigning; they also view screen-to-screen interaction as an essential tool for "digital canvassing." According to a report by the Central News Agency on the 12th, candidates are not only shooting short videos and producing online programs on social media platforms, but even responding to the public with humor in comment sections—such as through rapid-fire replies akin to "coast guard patrols catching balls"—demonstrating that social platforms have become another major battlefield in election campaigns.

This trend did not emerge overnight. Since the 2018 local elections, internet usage rates in Taiwan have continued to rise, with the mobile internet penetration rate among the younger demographic in particular exceeding 80 percent. Recognizing the voting potential of these "digital natives," candidates have begun investing in professional teams to produce meticulously edited short videos, utilizing fast-paced content lasting 15 to 60 seconds to quickly convey political platforms or imagery. Meanwhile, YouTube channels offer longer policy explanations and recordings of forums, allowing voters to obtain more comprehensive information from the comfort of their homes. This multi-platform deployment not only enhances candidates' exposure, but also allows voters to choose how they receive information at different times and in different contexts.

However, the double-edged sword effect of social media is also gradually emerging. First, while interactive comments and instant replies can narrow the distance between candidates and voters, they also easily foster emotional discussions and can even become breeding grounds for cyberbullying or disinformation. In recent years, the Central Election Commission has begun formulating stricter regulations regarding online advertising and paid tweets, requiring all political messages published on platforms to clearly indicate the source of funding and the identity of the publisher to prevent backroom manipulation. On the other hand, the digital divide remains an issue that cannot be ignored; elderly voters or residents in remote areas may be unable to fully participate in this "online canvassing" due to limitations in internet equipment and usage habits, leading to inequality in information access.

From the perspective of political strategy, social media provides unprecedented possibilities for precise marketing. Through built-in platform algorithms, candidates can deliver tailored advertisements targeting specific age groups, residential locations, or interest groups, thereby increasing message reach and persuasiveness. This micro-targeting approach means that election campaigns are no longer a singular, "all-inclusive" form of promotion, but rather a multi-layered, segmented, and diversified warfare. For political parties, how to integrate online and offline resources while balancing traditional grassroots organizations with emerging digital teams has become the key to victory.

In conclusion, social media has been upgraded from an auxiliary tool to the core stage of electoral campaigns. It has not only altered the interaction patterns between candidates and voters, but also redefined the speed and scope of political message dissemination. In the future, with the further popularization of 5G and artificial intelligence technologies, the digitization of elections will deepen further, while relevant regulations and public education must also keep pace to ensure fairness and transparency in elections. This transformation from traditional canvassing to online interaction reflects the adaptation and challenges of Taiwan's democratic system in the information age. (Source: Central News Agency)