The Samara Centre's Field Guide to Online Political Conversations

The Samara Centre's Field Guide to Online Political Conversations

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Social media is used by approximately nine out of 10 online Canadians and may be the most influential public space in our society. It’s a place where politicians come to speak to citizens, from the furious early morning dispatches of an American president, to the more mundane photo ops of Canadian politicians. It’s where citizens speak directly to their leaders, in a free, direct, and unmediated way. Critically, it’s also where we as citizens talk to each other about the major issues we face. In a country as geographically vast as Canada, social media facilitates direct personal exchanges that otherwise would not be possible.

Theoretically, that is an amazing thing for our democracy. While we’re told to keep religion and politics away from the dinner table, the reality is that political conversations are democracy’s lifeblood. But in practice, something has gone wrong. We behave differently on social media. Political conversations on social media are often angrier than what we witness offline. Harassment and extremism thrive on social media. Earlier this year, the prime minister described it as “the wild west.”

There’s been a lot of talk about what governments and social media platforms should do. But with a national election here, we at the Samara Centre turned our attention to citizens themselves. This report brings together insights from the study of difficult conversations and the study of social media to examine what’s going wrong, why it matters, what government action we should expect, and how citizens can change the nature of online political conversations.

Read the report below, or download the PDF.


Seven techniques for better political conversations online

Drawing from research on social psychology and social media behaviour, this report outlines seven techniques for better political conversations online:

1. Lead by example: Being civil can cause others in a conversation to follow your lead.

2. Police your own side: Calling out incivility is most effective when you're addressing someone on the same political team.

3. Practice slow politics: Small changes in the way you use technology can reduce the likelihood of using social media on the go, cutting down on thoughtless and aggressive exchanges.

4. Get into the weeds: Inviting people to provide detailed explanations of what political choices they support, and doing so yourself, can reduce polarization.

5. Reframe your language: Thinking about the moral foundations of an argument, and reflecting those foundations in your own language, can reduce the psychological distance between you and the person you're having a discussion with.

6. Remind us what we share: Priming someone to consider the identities that unite us (like civic identity) rather than the identities that divide us (like party affiliations) can reduce polarization.

7. Spot a bot: Recognize fake accounts, and don't give them what they wantattention.


A Note on the Data

Unless otherwise noted, data in the Field Guide come from the Samara Centre Politics and Social Media Survey, conducted by Doctors Daniel Rubenson and Peter Loewen of 1,010 Canadian frequent social media users between July 17 and 19, 2019. The online survey sample provided by Dynata was drawn with regional, gender, and language quotas, and weighted against census values for age, gender, language, region, and immigration status.




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