Social Media Now Decides Who Wins - OpEd

"What we are watching in the 2026 Tamil Nadu election is not a campaign. It is a production. A carefully managed, expensively funded content operation built to shape how people feel about a candidate before they have had any real reason to feel anything at all."

"Money is the engine. With enough of it, visibility can be purchased at a scale that feels organic but is anything but. Reels are commissioned, influencers are briefed, and amplification is coordinated across platforms with the precision of a product launch."

"Once something feels like a consensus, most people stop questioning it. They simply absorb it, carry it forward, and pass it on."

The 2026 Tamil Nadu election exemplifies a shift from traditional campaigning to a content-driven operation aimed at manipulating public perception. This strategy involves overwhelming voters with information to control narratives and distract from scandals. Money plays a crucial role, enabling the purchase of visibility and the creation of seemingly organic support. The process relies on strategic repetition across platforms, leading to a false sense of consensus among the public. An example illustrates this phenomenon, where a viral video leads to a sudden influx of customers at a restaurant, showcasing the power of manufactured enthusiasm.

Read at Eurasia Review