How do political parties leverage influencers for divisive online campaigns?

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Political Parties Utilize Influencers and Cybertroopers to Amplify Divisive Online Campaigns

Political parties are employing marketing agencies, paid cybertroopers, and influencers to systematically weaponise anger, fear, and polarisation. These campaigns are often funded by substantial political budgets, estimated in the millions of ringgit, and are amplified by technological algorithms designed to promote false narratives that incite inter-group hatred. The objective is to achieve virality and secure votes by exploiting existing societal divisions.
Exploitation of Anger, Fear, and Polarisation

Investigative findings reveal that marketing agencies, acting on behalf of political entities, engage influencers and cybertroopers to disseminate content that deliberately stirs negative emotions. This strategy aims to create viral content by leveraging public sentiment around anger, fear, and polarisation. The underlying mechanism involves the calculated use of sensationalised or inflammatory material to capture attention and generate engagement, thereby increasing the reach and impact of political messaging.
Funding and Algorithmic Amplification

These divisive online campaigns are reportedly backed by multi-million-ringgit political budgets, indicating a significant financial investment in shaping public discourse. Furthermore, the article points to the role of tech algorithms, which are instrumental in boosting the visibility of false stories. These algorithms, designed to prioritise engagement, can inadvertently amplify divisive content, making it more accessible to a wider audience and contributing to the spread of misinformation intended to foster animosity between different communities.
Contributions from Societal Structures and Leaders' Pronouncements

The effectiveness of these online campaigns is exacerbated by pre-existing societal structures and pronouncements from political leaders. Segregated political parties and educational systems create fertile ground for divisive narratives to take root. Specific examples cited include statements from prominent figures such as Dr. Mahathir Mohamad urging Malay voters to support only Malay-Muslim candidates, Abdul Hadi Awang labelling non-Muslims as infidels and associating them with corruption, and Khairy Jamaluddin advocating for support of Umno-BN to safeguard Malay-Muslim interests. Such statements from leaders reinforce existing prejudices and provide a basis for the online campaigns to exploit.

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How do political parties leverage influencers for divisive online campaigns?

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