Facebook vs Twitter: the differential relationship with mass attitudes about democracy in Latin Americas

Abstract

Purpose

We argue that the information flow on Twitter is largely driven by elite communication with a top-down flow, while Facebook’s bottom-up flow is driven by mass public communication. Both are crucial news sources for democratic processes in Latin America. We explore how exposure to these flows affects opinions on democracy across 18 countries with varying democratic conditions.

Design/methodology/approach

Using mixed-effects models, our analysis draws on survey data from the 2018 Latinobarómetro paired with democracy measures from the 2018 Varieties of Democracy.

Findings

The results indicate that Facebook’s bottom-up communication correlates with negative perceptions of democracy, whereas Twitter’s top-down model correlates with more favorable views, especially among mass consumers. However, these differences are inconsistent across demographic factors.

Research limitations/implications

Cross-sectional survey data limits causal claims. Longitudinal data could provide stronger insights into the mechanisms underlying the observed relationships.

Practical implications

Understanding how different platforms influence democratic attitudes can inform strategies for political communication and digital governance in Latin America. Policymakers should consider platform-specific interventions to promote democratic engagement.

Originality/value

This study adds to the limited research on platform differences in political public opinion, particularly in Latin America, and highlights the need to explore mechanisms of change across various social media platforms.