Editorials: Facebook may soon have more power over elections than the FEC. Are we ready? | Nathaniel Persily /The Washington Post
For political advertising, like so much else, the digital revolution inspires both utopian and apocalyptic predictions. And as in many other arenas where Internet-based “disruption” looms, the optimists and pessimists both have a point. For those of us who study campaign and election regulation, however, new technology poses a serious challenge to the existing ways of thinking about and addressing the campaign finance problem. Government regulation becomes increasingly difficult once communication moves online, thus, large Internet platforms such as Google, Facebook and Twitter will become the primary regulators of political campaigns. They need to recognize their new role and use their power responsibly. One error that observers often make in thinking about the evolution of campaign communication is to view the technological shift as one from television to the Internet. To be sure, what we are seeing is a shift in the “devices” used to connect with audiences — adding computers, tablets, gaming consoles and (in particular) smartphones to televisions as the pathways for communication. But television itself is changing and becoming less distinct from those other devices, as younger viewers in particular move from linear watching to on-demand programming of various types. (That said, Americans continue to watch, on average, more than four hours of live TV per day!)