Influence of Social Media on Political Attitudes, Political Awareness and Voting Behaviour among Young Voters
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Abstract
The rapid expansion of social media has transformed political communication, information dissemination and public engagement, particularly among young voters who constitute an increasingly important segment of the electorate. The present study examines the influence of social media on political attitudes, political awareness and voting behaviour among young voters. The study aims to assess the extent of social media usage for political information, examine its influence on political attitudes, determine its contribution to political awareness, and analyse its relationship with voting behaviour. A quantitative research approach was adopted using a descriptive and analytical research design. Primary data were collected from a sample of 420 young voters through a structured questionnaire covering social media usage patterns, exposure to political content, political attitudes, political awareness and voting behaviour. The collected data were analysed using appropriate statistical techniques, including descriptive statistics, correlation and regression analysis, to identify relationships and determine the predictive influence of social media engagement on political outcomes. The study is expected to demonstrate that social media serves as an important source of political information and contributes to increased political awareness among young voters. Exposure to political discussions, news, campaigns and opinion-based content may also influence political attitudes and shape perceptions of political parties, candidates and public issues. Furthermore, regular engagement with political content may encourage political participation and affect voting decisions.
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