Digital Disruption in Political PR: From Gatekeepers to Algorithmic Amplification

https://doi.org/10.55966/assaj.2025.4.1.063

Abstract

The landscape of political public relations (PR) has undergone a radical transformation, shifting from controlled press releases and traditional media gatekeeping to a dynamic, decentralized digital ecosystem dominated by viral content and social media engagement. This article examines the evolution of political PR, tracing its journey from the tightly managed narratives of the 20th century to today’s algorithm-driven, participatory communication environment. It explores how platforms like Twitter, Facebook, and TikTok have democratized political discourse, enabling grassroots movements and outsider candidates to challenge established elites while also amplifying misinformation, polarization, and ethical concerns. The discussion highlights key turning points, such as Barack Obama’s pioneering use of social media in 2008 and Donald Trump’s unfiltered Twitter dominance, as well as emerging trends like AI-generated content, micro-targeting, and immersive technologies such as virtual reality. The article also addresses the challenges of this new era, including deepfakes, algorithmic manipulation, and the erosion of shared factual ground. Finally, it considers the future of political PR, emphasizing the need for ethical frameworks, regulatory oversight, and media literacy to balance innovation with democratic integrity. As the tools of persuasion grow more sophisticated, the article underscores the urgent question: How can societies harness the power of digital PR without sacrificing public trust?

Keywords: Political PR, Social Media, Viral Content, Misinformation, Digital Communication, AI, Micro-Targeting, Democracy, Polarization, Ethical Regulation