Did The GOP Convention Lose Trump More Voters? Don't Ask The Facebook Propaganda Machine

On Friday night, Trump hosted another super-spreader event, this one in a crowded airport hanger in New Hampshire. In 2016, New Hampshire was essentially a 47-47% tie, although Hillary had a couple thousand more votes and won the states 4 electoral votes. Trump has always maintained he was ripped off and would win New Hampshire back in 2020. Polling doesn't indicate the race is even close in New Hampshire this year. Trump favorability is way underwater and the latest RealClearPolitics polling average shows Biden beating him by nearly ten points. The most recent poll from the University of New Hampshire shows Trump losing with 40% of the vote to Biden's 53%-- and with a 10% lead among independents. On Friday night in the hangar, while his supporters were giving each other COVID-- Trump blustered and projected ("If Biden wins, which I honestly can’t believe would happen, I will have lost to a low IQ individual") and threatened and raged, blasting "Democrat-run cities" ("We’re going to have an unbelievable year unless somebody stupid gets elected and raises your taxes").

Is it possible that the polls are all wrong-- again? I think it's more possible that the media is trying to make the election an exciting horserace but... there was that study by Cloud Research on who lies to pollsters. It shows that Republicans and independents are more likely to lie than Democrats. And they are twice as likely as Democrats to say they would not give their true opinion in a telephone poll question about their preference for president. What does that mean? Well, it raises the possibility that polls understate support for Señor Trumpanzee. Cloud Research reported that 11.7% of Republicans and 10.5% independents said they would not give their true opinion, as opposed to 5.4% of Democrats. "Shy voters" had 6 concerns:

• A lack of trust in phone polls as truly being anonymous.
• An apprehension to associate their phone numbers with recorded responses.
• Fear that their responses will become public in some manner.
• Fear of reprisal and related detrimental impact to their financial, social, and family lives should their political opinions become publicly known.
• A general dislike of phone polls.
• Malicious intent to mislead polls due to general distrust of media and political pundits (though a sentiment expressed only by a few “shy voters”). 

Slimeball by Nancy Ohanian

And then there's the Kevin Rouse OpEd in the New York Times that has gone viral, What If Facebook Is The Real Silent Majority? Nearly a dozen people sent it to me before noon on Saturday. I never got into Facebook. DWT posts get put up there and I'll occasionally answer requests I notice but I've never once, for example, looked to Facebook for news (or even opinion). I'm the opposite of Rouse, who wrote that since the 2016 election, he's "been obsessively tracking how partisan political content is performing on Facebook. I guess he takes Facebook a lot more seriously than I do. No offense, but I tend to think of people who use Facebook as a news source as being just slightly above brain-dead. But what do I know? I still blog all day. To me Facebook has always been a game I never played. To Rouse-- and I suspect, most people, Facebook is, as he wrote, "the world’s largest and arguably most influential media platform. Every morning, one of the first browser tabs I open is CrowdTangle-- a handy Facebook-owned data tool that offers a bird’s-eye view of what’s popular on the platform. I check which politicians and pundits are going viral. I geek out on trending topics. I browse the previous day’s stories to see which got the most reactions, shares and comments. Most days, the leader board looks roughly the same: conservative post after conservative post, with the occasional liberal interloper... It’s no secret that, despite Mr. Trump’s claims of Silicon Valley censorship, Facebook has been a boon to him and his allies, and hyperpartisan Facebook pages are nothing new. (In fact, my colleague John Herrman wrote about them four years ago this month.)

But what sticks out, when you dig in to the data, is just how dominant the Facebook right truly is. Pro-Trump political influencers have spent years building a well-oiled media machine that swarms around every major news story, creating a torrent of viral commentary that reliably drowns out both the mainstream media and the liberal opposition.

The result is a kind of parallel media universe that left-of-center Facebook users may never encounter, but that has been stunningly effective in shaping its own version of reality. Inside the right-wing Facebook bubble, President Trump’s response to Covid-19 has been strong and effective, Joe Biden is barely capable of forming sentences, and Black Lives Matter is a dangerous group of violent looters.

Mr. Trump and his supporters are betting that, despite being behind Mr. Biden in the polls, a “silent majority” will carry him to re-election. Donald Trump Jr., the president’s oldest and most online son, made that argument himself at the Republican National Convention this week. And while I’m not a political analyst, I know enough about the modern media landscape to know that looking at people’s revealed preferences-- what they actually read, watch, and click on when nobody’s looking-- is often a better indicator of how they’ll act than interviewing them at diners, or listening to what they’re willing to say out loud to a pollster.

Maybe Mr. Trump’s “silent majority,” in other words, only seems silent because we’re not looking at their Facebook feeds.

“We live in two different countries right now,” said Eric Wilson, a Republican digital strategist and digital director of Marco Rubio’s 2016 campaign. Facebook’s media ecosystem, he said, is “a huge blind spot for people who are up to speed on what’s on the front page of The New York Times and what’s leading the hour on CNN.”

To be sure, Facebook is not the only medium where right-wing content thrives. Millions of Americans still get their news from cable news and talk radio, where conservative voices have dominated for years. Many pro-Trump Facebook influencers also have sizable presences on Twitter, YouTube and other social networks.

But the right’s dominance on Facebook, specifically, is something to behold. Here are just a few data points I pulled from CrowdTangle this week:

The conservative commentator Ben Shapiro has gotten 56 million total interactions on his Facebook page in the last 30 days. That’s more than the main pages of ABC News, NBC News, the New York Times, the Washington Post and NPR combined. (Data from a different firm, NewsWhip, showed that Mr. Shapiro’s news outlet, the Daily Wire, was the No. 1 publisher on Facebook in July.)

Facebook posts by Breitbart, the far-right news outlet, have been shared four million times in the past 30 days, roughly three times as many as posts from the official pages of every Democratic member of the U.S. Senate combined.

The most-shared Facebook post containing the term “Black Lives Matter” over the past six months is a June video by the right-wing commentators The Hodgetwins, which calls the racial justice movement a “damn lie.” The second most-shared Black Lives Matter post? A different viral video from The Hodgetwins, this one calling the movement a “leftist lie.” (The Hodgetwins also have the 4th, 6th, and 12th most shared posts.)

Terrence K. Williams, a conservative comedian and Trump supporter, has averaged 86,500 interactions per Facebook post in August, more than twice as many as Joe Biden, the Democratic presidential nominee, who has averaged 39,000 interactions per post. (Mr. Trump outdoes them both, naturally, with an average of 92,000 interactions per post.)

A few caveats, before my Democratic readers jump off the nearest pier.

These figures include only posts on public pages, in public groups, and by verified accounts, and they don’t include Facebook ads, where the Biden campaign has been outspending the Trump campaign in recent weeks. Counting Facebook interactions doesn’t tell you how someone felt about a post, so it’s possible some conservative posts are being hate-shared by liberals. And Facebook has argued that engagement isn’t the same thing as popularity.

“These points look mostly at how people engage with content, which should not be confused with how many people actually see it on Facebook,” Joe Osborne, a Facebook spokesman, said in a statement. Mr. Osborne added that “when you look at the content that gets the most reach across Facebook, it’s not at all as partisan as this reporting suggests.” (Facebook does not disclose this type of data publicly, except once in a while in response to my tweets.)

Democrats aren’t totally absent from Facebook’s upper echelon. Ridin’ With Biden, a pro-Biden page started in April by the founders of the liberal Facebook page Occupy Democrats, has quadrupled its following over the past three months, and routinely gets more engagement than Breitbart and other right-wing heavy-hitters. Individual posts by Bernie Sanders, Barack Obama and other prominent Democrats have broken through in recent weeks.

And political campaigners have pointed out, correctly, that being popular on the internet isn’t a guarantee of electoral success. (“Retweets don’t vote,” as an experienced Democratic operative once told me.) In addition, Facebook’s older, more conservative user base may not reflect what’s happening on platforms like Instagram and TikTok, which draw a younger crowd.

Still, the platform’s sheer scale makes it vital to understand. As of 2019, 70 percent of American adults used Facebook, and 43 percent of Americans got news on the platform, according to the Pew Research Center. (Those numbers may have increased because of the pandemic.) We know that the company’s product decisions can make or break political movements, move fringe ideas into the mainstream, or amplify partisan polarization. Registering four million voters before the November election, as Facebook has said it would do, could be a decisive force all on its own. (Typically, higher turnout benefits Democrats, but given what we know about the media diets of hyperactive Facebook users, who knows?)

The reason right-wing content performs so well on Facebook is no mystery. The platform is designed to amplify emotionally resonant posts, and conservative commentators are skilled at turning passionate grievances into powerful algorithm fodder. The company also appears willing to bend its rules for popular conservative influencers. Recent reports by BuzzFeed News and NBC News, based on leaked documents, found that Facebook executives had removed “strikes” from the accounts of several high-profile conservative pages that had shared viral misinformation in violation of the company’s rules.

Over the past few years, I’ve come to view my daily Facebook data-dive as a kind of early-warning system-- a rough gauge of what’s grabbing America’s attention on any given day, and which stories and perspectives will likely break through in the days to come.

And looking at Facebook’s lopsided political media ecosystem might be a useful reality check for Democrats who think Mr. Biden will coast to victory in November.

And on his own Facebook page, Michael Moore couldn't agree more: "Sorry to have to provide the reality check again, but when CNN polled registered voters in August in just the swing states, Biden and Trump were in a virtual tie. In Minnesota, it’s 47-47. In Michigan, where Biden had a big lead, Trump has closed the gap to 4 points. Are you ready for a Trump victory? Are you mentally prepared to be outsmarted by Trump again? Do you find comfort in your certainty that there is no way Trump can win? Are you content with the trust you’ve placed in the DNC to pull this off? The Biden campaign just announced he’ll be visiting a number of states-- but not Michigan. Sound familiar? I’m warning you almost 10 weeks in advance. The enthusiasm level for the 60 million in Trump’s base is OFF THE CHARTS! For Joe, not so much. Don’t leave it to the Democrats to get rid of Trump. YOU have to get rid of Trump. WE have to wake up every day for the next 67 days and make sure each of us are going to get a hundred people out to vote. ACT NOW!"

I thought Moore was the voice of doom in 2016. His prediction that Hillary would lose turned out to be correct, even if she did actually get 2,868,686 more votes than Trump did (48.2% to 26.1%). Yesterday Jonathan Lemire reported for AP that "The GOP convention’s target audience, according to campaign officials, was mostly former Trump supporters, those Republicans or independents who may have backed him in 2016 but grew unhappy with his rhetoric or handling of the pandemic. The goal, by trying to humanize Trump and demonize Biden, was to set up a permission structure to make those voters feel comfortable enough to vote for Trump again, even if they cared for his policies far more than his personality. Officials believe they accomplished that over the four-day convention and are encouraged by internal numbers that show Trump had begun closing the gap on Biden even before the events of this week in Washington. The campaign’s theory of the election has long been to turn out Trump’s base-- a smaller set of the electorate than which backs Biden, but more enthusiastic-- while also trying to win over nonvoters and drive up negative impressions of Biden so that some of his possible backers stay home.

The president’s advisers privately acknowledge minefields lay ahead in the final nine weeks before Election Day.

Trump aides are warily watching the calendar as Labor Day approaches, concerned that the three-day weekend, traditionally marked by parties and sizable gatherings, could trigger a spike in infections just like they believe Memorial Day did at the other bookend of summer.