The Importance of Discussions on Social Media for the Armed Forces

Social media offers an ideal platform for conducting lively discussions, some of which are also about the armed forces. Therefore, based on theoretical considerations and findings from researching user-generated content, this contribution examines the importance of digital negotiation processes and offers a first theoretical insight into the significance this may have for civil-military relations. A society’s image of the armed forces is influenced by the narratives and visualisations conveyed by different media. According to a multi-level model of the public sphere, social media discussions can be understood as part of social negotiation processes. In these processes, a society’s image, for example of the armed forces, is consolidated or changed. People participate in discussions on social media for a variety of reasons. On the one hand, cognitive motives are pursued, for instance, to deepen knowledge. On the other hand, it can also simply be a matter of acting out. Negotiation processes on social media should not be neglected, as previous research indicates that online comments influence the attitude and perception of readers. Discussions on social media can thus shape the social vision of armed forces and consequently have an impact on civil-military relations by strengthening or weakening popular support.