Network Media Logic Revisited How social media have changed the logics of the campaign environment

Ten years ago, we proposed the concept of network media logic. In this chapter, we explore how political actors have adapted to it. We attend to the importance of intermediaries, activism in the global south, and how technology firms and data have become active agents. We argue that the concept needs to better account for the lack of professional editing, data-driven production and distribution, the emergence of affective publics, the outsized role of superspreaders, and the rise of participatory propaganda. In conclusion, we suggest that network media logic can help us understand the challenges with generative AI as campaigning depends not only on the technology but also on how parties decide to play this game.