What is a critical factor that social media has changed in modern political campaigning?

Social media has significantly transformed political campaigning by facilitating direct interaction between candidates and voters. This aspect allows politicians to communicate their messages in real time, respond to constituents' concerns, and engage with a broader audience beyond traditional campaign methods such as rallies or town halls. The immediacy and accessibility of social media platforms enable candidates to tailor their communication, engage with voters on a personal level, and mobilize support through online discussions and feedback. This direct engagement fosters a sense of community and involvement among voters, contributing to a more participatory political environment.

Other options, like reliance on newspapers or extended election cycles, do not capture the essence of how social media has revolutionized campaigning. Traditional media is often less influential than peer-to-peer interaction through social networks, rendering that choice less applicable. Similarly, while costs may be affected by the use of digital platforms, the central transformative power of social media lies in its ability to create direct channels for dialogue and interaction, which was less feasible in previous campaign models.