Editorial: The social media ‘entertainmentization’ of Japan’s elections has begun

Social media is gradually transforming the landscape of Japan’s elections. Messages that reach voters directly from candidates may be luring people who were previously less interested in politics to the polls.

The “Ishimaru phenomenon” that occurred in July’s Tokyo gubernatorial election is a prime example. Independent Shinji Ishimaru, the former mayor of Akitakata, Hiroshima Prefecture, unexpectedly surged to second place with around 1.66 million votes, defying expectations of a showdown between Gov. Yuriko Koike and Renho, a former House of Councillors member from the Constitutional Democratic Party of Japan. This success has been attributed to his appeal among younger and unaffiliated voters.

The power of attention

The driving force behind Ishimaru’s campaign was the use of video-sharing platforms YouTube and TikTok. One of the most widely shared clips featured Ishimaru shouting, “Have some shame! Shame!” in the Akitakata Municipal Assembly while criticizing a city councilor for falling asleep during a session.

This statement was intended to attract attention online from the outset, as Ishimaru reveals in his book, where he advocates the “entertainmentization of politics.” Concerned about voters’ indifference to municipal administration, he aimed to first capture their interest.

One 30-year-old woman who supported Ishimaru in the gubernatorial election told the Mainichi Shimbun that the video criticizing the city councilor was “exhilarating” and expressed what voters often think of politicians.

Underlying this is the deep-seated mistrust of politicians that many people harbor. Some 54% of respondents to a survey released in April by the Nippon Institute for Research Advancement agreed with the statement, “Today’s political parties and politicians are corrupt, and we need a strong leader to defeat them.”

Politics has failed to present solutions for issues such as the declining birth rate and economic disparity. Meanwhile, responsibility for the secret slush fund scandal involving the ruling Liberal Democratic Party (LDP)’s factions has remained ambiguous.

Ishimaru’s message likely resonated with those distrustful of politics, prompting them to vote. However, merely criticizing or outmaneuvering opponents will only deepen societal divisions.

As seen in the storming of the U.S. Capitol by supporters of former President Donald Trump in 2021, such actions can incite violence. The role of politics is to reconcile conflicting interests and seek compromises that many can accept.

The impact of the ‘attention economy’

The use of elections merely to gain attention is also becoming evident.

For example, candidates from the political group “Tsubasa no To” were indicted for violating the Public Offices Election Act. They were specifically accused of obstruction of free elections by disrupting other candidates’ street speeches with loud noise during campaigning for the House of Representatives by-election for Tokyo’s 15th district in April. These disruptive acts were livestreamed, and the streamers earned advertising revenue based on the number of views. One Tsubasa member remarked, “The views are off the charts. I want to turn this into a moneymaking business.”

The “attention economy,” where people draw attention through provocative content for financial gain, is encroaching upon elections.

This trend also includes incidents such as candidates effectively selling their slots on official campaign poster boards during the Tokyo gubernatorial election, or appearing on public broadcasts in inappropriate attire. These actions align with the same trend.

The growing importance of voter education

The influence of social media on elections is likely to increase.

In a Mainichi Shimbun survey conducted after the Tokyo gubernatorial poll, nearly 80% of people aged 18 to 29 and over 80% of those in their 30s stated that they referred to the internet “a lot” or “to some extent” when deciding how to vote.

One characteristic of the internet that requires caution is how it can easily surround users with information that suits their preferences. Similar content is repeatedly recommended based on search and browsing histories. Since videos appeal to human emotions, they have a particularly strong impact. There is a risk that exposure to differing perspectives may be lost. For voters to make sound judgments, they must consciously seek a wide range of information and sometimes step away from social media.

In this era, the government should enhance voter education, including media literacy education that fosters the ability to select and discard information appropriately. It is also essential for social media platforms, media organizations and fact-checking groups to collaborate and strengthen monitoring of misinformation and hate speech.

Elections, where we choose our representatives and reflect our opinions in politics, are the foundation of democracy. As a society, we must consider measures to ensure that the system’s functionality is not undermined in the digital age.