Kiran Singh
Humanities
June 2022
The primary objective of this study is to inquire about the views held by younger generations on the application of social media in political campaigns. An exhaustive literature evaluation has been carried out for the purposes of this study on research concepts that are based on subject matter that is comparable to the usage of social media in politics. In order to explore the youth's perspective on the research aims, we employed five different factors to do our research. These variables were voting behaviour, perceived utility, ease of use, political engagement, and personalising politics.For the purposes of this study, the gathering and examination of primary data has been conducted using a positivist research philosophy and a descriptive methodology. In order to get an accurate picture of the findings of the investigation, quantitative statistical methods were employed. The evaluation of the data has included the use of Crombach's Alpha, mean, median, and mode as well as frequency analysis and correlation. Based on the findings of the study, it has been determined that the utilisation of social media in politics has a significant influence on the political behaviour of young people on social media. It has a beneficial effect on the voting behaviour of younger generations and encourages them to participate in a wide variety of political activities. According to the findings of this research project, the utilisation of social media platforms in political communication has a sizeable influence on the voting patterns of those who engage in such platforms for the purpose of political communication. According to the findings of this research, people who are interested in politics are able to obtain necessary information through social media platforms, and they are also kept up to speed on political activities and new legislation. The fact that social media is helpful has a favourable effect on the likelihood that young people would utilise it to participate in political activities.According to the findings of this study, using social media platforms requires less work and is easier to do than traditional communication methods. This encourages young people to participate politically through the usage of social media. Another conclusion was that the utilisation of social media in political activities led to a rise in the engagement of younger people in political endeavours. The majority populace does not have access to the conventional mode of communication. However, individuals are now able to engage in both decision making and criticism thanks to digital media. This makes it easier for young people to get involved in political activity.
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© Airo Journals 2021
