Social media symbiosis: Understanding the dynamics of online political persuasion in social media ecologies

Abstract

Research has noted that political content on social media, both accurate and fake, may lead users to reconsider their political opinions and be persuaded. This study contributes to this topic by examining how political attitude change in social media unfolds according to users’ perceptions. Our findings, based on in-depth interviews with 30 Spanish social media users, show how the centrality of social media in citizens’ everyday life nudges them into a persuasive relationship in these ecologies. We conceptualize this dynamic relationship as social media symbiosis, an analogy that draws on the biological concept of symbiosis, and that explains the characteristics of perceived online persuasion: (1) the primacy of social media persuasion over other information sources, (2) its gradual and evolutionary nature, and (3) the persuasive relationships in which users may engage: mutualism, in which both sender and receiver reciprocally benefit and persuade each other; and parasitism, in which fake news creators harmfully persuade receivers while benefitting. Our study contributes to extant literature by theorizing about the persuasive relationship in which users perceive to engage in social media, and the rationales that facilitate it.