Social media has evolved as a crucial tool during election cycles — but it can also be misused

Good luck trying to escape political news this week. Election coverage is everywhere — on the airwaves and online. And every election cycle seems to reveal more and more about the growing, pivotal and sometimes controversial role of social media. Like in the run-up to elections and, like now, during the aftermath. Campaigns can use social media to boost voter turnout and build community, but others use it to try to mislead voters. Marketplace’s Kimberly Adams spoke with Pinar Yildirim, a professor of marketing at the University of Pennsylvania, where she studies media, technology and information economics. She explained why the technology underlying these platforms can amplify misinformation and conspiracy theories.