Education
Florida State University professor explains how short-form video is changing political debates
Key Points
- Florida State University Director of the School of Communication Patrick Merle discusses how changing consumer habits have affected viewership of political debates and how that information is processed.
- Merle stresses that media literacy is more important now than ever in the age of short-form video.
As November’s midterm elections approach, political debates emerge at the forefront for many voters. But as more people turn to short-form video, questions arise over how many voters will watch full-length debates rather than clips shared on social media.
A 2025 survey by Ampere Analysis found that watching short-form video is now the second most-used media format, ranking above broadcast television. The shift raises questions about how much information audiences receive and whether that information is reliable.
Florida State University Professor and Director of the School of Communication Patrick Merle studies crisis and risk communication, artificial intelligence, trust and transparency. He says that while short-form content limits exposure to the full context of an issue, the source of that content may be even more important.
“I would argue that what is most important is who posts that short-form content, because there would be a difference if it’s a credible news source or the candidate themselves,” said Merle.
Social media algorithms are designed to show users clips they are likely to engage with, often reinforcing their existing viewpoints. Merle said this exposure to tailored content can deepen political polarization.
“People are in their silos, and they’re only exposing themselves to similar points of view and similar perspectives, so by default, it’s going to emphasize that polarization,” said Merle.
This shift in viewing habits affects not only how audiences perceive candidates but also how politicians communicate with voters. Merle said candidates must now consider how their debate performances will play out in short clips on social media, even as they work to answer questions and explain their positions.
“We have to remember that political candidates understand how to play the game,” Merle said. “The audience is now hungry for different content, and so they must adjust their communication to that content. I think they’re probably trained and advised by their teams on how to best prepare their messaging on TikTok, on Instagram, on Facebook and other platforms.”
“We have to remember that political candidates understand how to play the game. The audience is now hungry for different content, and so they must adjust their communication to that content. I think they’re probably trained and advised by their teams on how to best prepare their messaging on TikTok, on Instagram, on Facebook and other platforms.”
– Patrick Merle, Florida State University Director of the School of Communication
As political communication increasingly moves to social media, short clips can strip context or amplify sensational claims. Merle said that raises concerns about voters’ ability to distinguish factual information from misleading content.
“Some citizens are not always well equipped to distinguish those things because they’re heavily polarized, because they don’t have the level of political knowledge that is required to engage in the fundamental discussion of those issues,” Merle said.
Merle said declining trust in political figures and the political process may compound the problem. Voters who distrust traditional sources may be less inclined to seek additional information, leaving social media as their only reference.
As political content becomes increasingly tailored toward short-form videos, the responsibility of verifying information falls heavily on voters. Merle suggests that media literacy is crucial during this transition.
“They should have the discipline to go to an official source, or a more traditional source that has a higher level of credibility and neutrality,” he said.
