This blog is part of a summer blog series written by the McCain Institute’s Summer Junior Fellows. Jillian Proshan is a junior fellow for the Human Rights & Freedom program.
It is no secret that our adversaries exploit social media platforms in America. During the 2024 election cycle alone, Russia, Iran, and China all took advantage of online spaces in attempts to create chaos and subvert American democracy. In addition to election interference, online narratives, such as Russia’s denazification of Ukraine, bolster the humanitarian image of nations to be able to justify human rights violations and gain support in America and abroad.
With 40 percent of adults under 30 years old regularly receiving their news from social media sites such as TikTok, these incidents expose broader issues surrounding misinformation and the digital great power competition. Both rogue individuals and state actors spread mis- and disinformation on social media, sowing discord in the American political system and undermining U.S. foreign policy on a domestic and global scale. This raises serious concerns for global security, as interests antithetical to liberal Western values dominate digital narratives.
To counteract mis- and disinformation, particularly from foreign actors, some congressional officials advocate for governmental regulation of social media, passing legislation that restricts harmful content and bans platforms that may pose a national security risk. However, these initiatives often create challenges for policymakers, who must collaborate with private companies and navigate the web of free speech and privacy rights. These issues are amplified when these companies are owned or controlled by foreign entities and governments. While social media regulation certainly deserves attention, policymakers must also consider other avenues to counter disinformation campaigns and promote democratic values. If the United States cannot successfully shut down false narratives, often originating from AI-powered troll farms in countries such as Russia, China, and Iran, then U.S. policy must shift towards greater utilization of social media tools for soft power projection.
Through digital diplomacy initiatives, policymakers and advocates in the United States can provide accurate information aligned with American values on domestic and international levels. With only 19 percent of young American voters trusting the government to “do the right thing most or all the time” and favorable opinions of the U.S. declining globally, campaigns should prioritize sharing reliable sources, while creating accessible and interesting content. Many successful campaigns reach viewers by advocating for bipartisan issues and initiatives. To promote unity rather than heighten the polarization other countries exploit online, policymakers should campaign for unifying causes, such as those supported by the McCain Institute’s Human Rights and Freedom Program.
Human rights issues and initiatives, which often achieve bipartisan recognition and support, could benefit most from social media campaigning. Consider the public perception of Uyghur persecution in China. The narrative suffered from a China-manufactured disinformation campaign that began after 9/11, misrepresenting the detention of the minority Uyghur population as efforts to combat terrorism. While these views were to a great extent corrected in the global perception, the Uyghur genocide remains largely out of the public eye, particularly as the Chinese government conceals its continued oppression. Human rights matters, such as the persecution of Uyghurs, can and should be addressed through social media by policymakers and advocates to combat disinformation and promote Western views of human rights.
Looking at popular governmental campaigns, accounts run by the National Parks Service and the TSA have millions of followers, and their posts often go viral. While these sites typically share lighthearted and humorous content, their ultimate strategy of representing America as it works to better the world has broader applications. Moreover, their ability to relate to communities through online trends and movements illustrates that there are roadmaps to successful social media advocacy domestically and globally.
Social media campaigns will not gain popularity immediately, nor will they instantly slow the hostile deluge of disinformation and political messaging. However, these are not excuses to stop advocating for causes online, as these initiatives add essential voices of reliability that align with American core values. Technology and social media are only advancing, and if policymakers and advocates continue to play weak hands or stay out of the soft-power game, we will lose to our adversaries. So, I encourage you all to pull aside the nearest Gen Z intern and start posting.