Using Common Social Media Tactics To Subvert Us Elections

The latest efforts to disrupt the U.S. midterm elections through Facebook manipulation seem to be following a persuasion playbook refined by legitimate companies and organizations — but with a twist.

The aim of these possibly Russia-linked perpetrators appears to be to draw in as many people as possible with emotional appeals and then spur them to action. In this case, though, the action is public protest rather than affinity marketing, and the goal is to sow dissension rather than to build brand awareness.

“They’re almost functioning like social media editors, figuring out what the trending topics are in the U.S. and figuring out where they can insert themselves”, said Jennifer Grygiel, a communications professor at Syracuse University.

The idea, experts say, is to widen the rifts in the U.S. population via propaganda that is less about winning hearts and minds and much more about setting Americans against one another.

The removed pages share “moralistic language” and appeal to emotions, said Jay Van Bavel, a New York University psychology professor who studies group identity. “The conflict already existed but they’re stirring it up, picking at a scab.”

David Stewart, a marketing and business law professor at Loyola Marymount University, said those behind the scheme are trying to create an “us versus them” mentality, without which Facebook users might not be so polarized.