The Growing Influence of Social Media in Japanese Elections

In Japan, the significance of social media in electoral campaigns has increased markedly, with observations that candidates who neglect these platforms may risk losing votes. During a recent campaign, Takaki Harada, a 34-year-old assembly member, was seen carefully taking selfies outside a Tokyo Metro station, using lighting and composition techniques advised by his election consultant to create a favorable online image.

Harada, despite being a newcomer, was able to secure a strong position in the recent unified local elections thanks to his proactive approach of engaging with voters in person and maintaining an active social media presence. He emphasized that voters often look online to understand candidates better and that a lack of updates could negatively impact their decision-making.

Initially unfamiliar with social media management, Harada sought help from Daisaku Togawa, an election consultant with expertise in legal matters related to campaigning. Togawa guided Harada on various aspects, including technical photo strategies and navigating the complexities of election law, reassuring him about legal compliance in his outreach efforts.

Since the Public Offices Election Act was revised in 2013 to permit online campaigning, social media has increasingly become vital to political strategy in Japan. Kunikazu Suzuki, an editor-in-chief of an election information platform, highlighted that about 30% of voters now rely predominantly on online information when making electoral choices. This shift from traditional methods to online engagement is transforming how candidates build support.

As the digital landscape evolves, challenges persist; incidents of legal issues involving campaign consultants indicate a growing need for clarity within the electoral laws. Legal experts like Togawa caution that without a thorough understanding of these laws, candidates may inadvertently face serious accusations, such as bribery—a situation complicated by the ambiguities in current regulations.

Suzuki expressed concern that the risks associated with violating the Public Offices Election Act are considerable, urging a reevaluation of the laws to align with the modern political climate. In the ever-competitive race for votes, the ability to navigate the social media landscape effectively has become not just an asset, but a necessity for political candidates in Japan.