The Impact of Social Media on Political Engagement Among Young Adults

Thesis Abstract

The proliferation of social media platforms over the past decade has profoundly transformed the ways in which young adults engage with politics, raising critical questions about the scope and depth of their political participation in contemporary democratic processes. This study investigates the impact of social media use on political engagement among young adults aged 18 to 30, aiming to quantify the relationship and explore underlying mechanisms influencing participation behaviors. The specific objectives are to assess the extent to which social media facilitates political information dissemination, civic discussion, and mobilization; to identify factors that influence the intensity and nature of political engagement on social media; and to examine the role of social media in fostering political efficacy among young users. Employing a quantitative research design, the study targets a population of 2,000 university students from three major institutions in the metropolis. A stratified random sampling technique was utilized to select a representative sample of 400 respondents, ensuring diversity across gender, academic disciplines, and social backgrounds. Data collection was conducted through structured questionnaires comprising Likert-scale items, multiple-choice questions, and demographic inquiries, with the questionnaire validated through a pilot study involving 50 students and tested for reliability using Cronbach’s alpha, which yielded a coefficient of 0.82 indicating acceptable internal consistency. Data analysis employed descriptive statistics to summarize demographic characteristics and engagement patterns, while inferential statistical methods—including multiple regression analysis and Structural Equation Modeling (SEM)—were used to examine relationships between social media usage patterns and levels of political engagement. The theoretical framework integrates the Technology Acceptance Model (TAM) and the Civic Voluntarism Model to interpret how perceived ease of use, perceived usefulness, and individual motivation influence social media use for political purposes, as well as how these factors translate into active engagement. It is anticipated that the findings will demonstrate a significant positive correlation between social media usage and various forms of political engagement, such as voting intention, participation in protests, sharing political content, and online discussions. The study is expected to reveal that specific factors, including frequency of use, type of content consumed, peer influence, and perceived political efficacy, significantly predict engagement levels. Moreover, the research aims to identify demographic differences and the mediating role of political efficacy in the relationship between social media and participation. This research contributes to scholarly understanding by providing empirical evidence on the mechanisms through which social media fosters political involvement among youth, addressing gaps in literature concerning contextual factors in an African metropolis. The findings have practical implications for policymakers, educators, and civil society organizations seeking to harness social media as a tool for promoting informed and active citizenship among young populations. The study concludes that social media acts as a double-edged sword—enhancing opportunities for political mobilization while also posing risks of misinformation and political apathy if not critically engaged. Recommendations include designing targeted civic education programs that leverage social media platforms, promoting digital literacy initiatives, and encouraging authentic online political discourse to deepen youth engagement. Future research should explore longitudinal effects and qualitative insights into the motivation behind social media-driven political behaviors to develop comprehensive strategies for fostering sustained political participation among young adults in the digital age.