Is social media a panacea or double-edged sword for political leaders : a discourse analysis

Qadir, Aso (2026) Is social media a panacea or double-edged sword for political leaders : a discourse analysis. GRADUS, 13 (1). ISSN 2064-8014

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Abstract

The rapid expansion of social media platforms has fundamentally changed how political leadership is exercised by reshaping how authority is communicated, built, and challenged in the digital world. This article examines the evolving link between political leadership and social media by examining how interactive platforms enable direct engagement, personalize messaging, and enable real-time responsiveness, while also introducing new structural risks and vulnerabilities. Drawing on leadership theory and the academic community's input on contemporary political communication, the study analyzes the transition from hierarchical broadcast to digitally networked. The synthesis discloses three core, underlying themes: the strengthening of visibility and agenda-setting capacity, the development of relational legitimacy through perceived authenticity and emotional resonance, and the growing dependence of political authority on algorithmic infrastructures (which can often intensify polarization, misinformation, and manipulation). Indeed, social media enhances transparency, ensures accountability, fosters participation, and mobilization. Conversely, social media can exacerbate informational instability, leading to fragmented public spheres and weakening institutional mediation. This paper delves into wide-ranging contexts and selected leaders, such as Presidents Barack Obama and Donald Trump and Prime Minister Narendra Modi, to show how social media has been used or is being used to influence the public. The findings suggest that social media does not simply strengthen or weaken political leadership; rather, it reconfigures the structural conditions under which legitimacy is cultivated and sustained. The paper concludes by pointing out the need for ethical governance frameworks and the responsible use of social media by all who use it, including for political discourse and propaganda. Social media should be safe for everyone.

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