3. THE INTERSECTION OF NEW MEDIA AND POLITICAL POWER 3.1 The Political Role of Entertainment Platforms It is hard to imagine that entertainment platforms (such as talk shows and tabloids) played a prominent political role in the late 1980s. This is because these entertainment platforms gave birth to "information entertainment". They blurred the boundary between news and entertainment and put sensational and scandal-driven stories and reports in front of hard news, which attracted audiences who are usually not interested in public affairs. This is the beginning of the impact of "new media" on democratic politics.  The early "new media" focused on the "entertainment" direction of narrative content and methods, which provided an excellent "platform" for political leaders and candidates to show their forms to the public. In the 1990s, the vigorous development of the Internet made the connection between "new media" and politics closer and more intense. Technological innovation enables the public to gain greater political influence, enable them to respond quickly to socially sensitive events, and allow them to communicate directly with political leaders and candidates. For example, they can provide original news, images, videos, and other political-related content. We need to understand that the whole process is a two-way input-output process. Politicians also use this channel to convey the political information they want to convey to citizens, to influence the opinions of voters. The development of technology has further expanded its political rights. Journalists have been playing a pivotal role in the political field before, but the development of the Internet and social media has transferred part of the control of information to political leaders and candidates. Politicians can now bypass journalists and make "emotional" connections directly with citizens. It can be said that "new political media" "Has changed the political-media system and redefined the role of journalists. Similarly, it also defines the way of election competition and citizens' participation in politics. Political leaders can not only use social media to control the direction of news, but also use these platforms to cultivate their political foundation; for the elite groups Advances in Social Science, Education and Humanities Research, volume 631 906
in the public, they can use social media to Speaking and communicating in public forums also had a great impact on politics. "5" However, at the same time, we find that the real populist potential of new media is gradually weakened due to the random evolution of new political media, gradually dominated by commercial interest groups and those groups that have occupied a privileged position in the political and news industries, and there are no guiding principles and objectives. The above-mentioned politicians and elites have strengthened their control over information, which makes the so-called At first, the public responded positively to more accessible communication channels, such as calling for political talk shows and online town hall meetings, but their enthusiasm will eventually be replaced by contradiction and cynicism (especially as the novelty of the first stage of new media gradually disappears). In the past 10 years, social media has developed rapidly, in which the transformation of public loyalty to media to digital resources and the narrowing of the demographic differences of political social media have made politicians see the potential of these platforms. Here the author has to mention the political role of social media in American politics in 2008.  The social media strategy of Democratic presidential candidate Barack Obama in 2008 completely changed the election campaign by changing the political organizational structure. His campaign is characterized by a strong social movement of digital grass-roots mobilization. He and his team use the potential of social media networks, collaboration, and community construction to make personalized appeals to voters, and guide targeted information transmission with the help of data analysis, to cultivate their political foundation. A very interesting thing. One of Obama's campaign advisers is Facebook co-founder Chris Hughes. The campaign has enabled Hughes to establish a strong online image for Obama, including some websites such as YouTube, Facebook, and MySpace.  Therefore, since 2008, political parties and campaign organizations have been trying to guide voters to participate in elections through official websites and social media platforms, to "super manage" voters' digital participation. For example, these organizations will control voters' access to information through "micro-target information" according to users' data, political tendencies, and consumer preferences from their social media accounts, to imperceptibly affect their choices. Same. Social media also carries the interaction between users. Users often use social media to search for like-minded people and organizations, to increase their social contacts and further strengthen their personal and political labels. Everything is interconnected and influenced.