Digital Disruption in Electoral Campaigns: The Case of the 2023 Cyprus Presidential Election

At a time when emerging media are redefining the landscape of political communication, the 2023 Cypriot presidential elections serve as a key case study for understanding this paradigm shift. This research investigates the profound ways in which digital platforms are usurping the informative role of professional media in electoral campaigns. The central premise of the study is that the power to set the electoral agenda is increasingly transitioning from professional media outlets to digital spaces, thereby altering the dynamics of political engagement and voter influence. Two main developments mark this shift: the disconnection of citizens from professional media deemed as untrustworthy, and the rise of new opinion leaders on digital platforms, who bypass traditional media's gatekeeping function. Our analysis demonstrates that these digital influencers significantly impact the agenda-setting process, marking a departure from the erstwhile dominance of professional media. Empirical data from the 2023 Cyprus presidential election highlights the growing importance of digital platforms. Notably, online podcasts demonstrated a broader reach than traditional televised debates, and there was a marked preference among younger voters for social media sources. Additionally, there was a noticeable shift in campaign budget allocations, with more funds being channelled into digital rather than traditional media advertising. To explore the implications of the emerging news landscape, interviews were conducted with leading podcasters and professional journalists in Cyprus. These discussions aimed to understand stakeholders’ views on the digital disruption and its potential effects on future electoral campaigns. Key issues addressed include the adaptability of traditional media to the new digital landscape, the sustainability of the influence exerted by digital opinion leaders, and their ambition to expand their political influence. This study not only charts the current landscape of political campaigning shaped by emerging digital media but also anticipates potential future developments regarding the influence of older and newer news players. The findings offer crucial insights into the dynamics of contemporary electoral campaigns and the changing role of media in democratic processes.