Young people as political influencers on social media: Skepticism and network thinking

This study uses in-depth qualitative focus groups to explore how young people perceive their own persuasive efficacy when posting about their political views on social media. The findings reveal both skepticism and optimism, depending upon how an individual conceptualizes the process of viral influence more broadly. While some young people feel that they lack the reach on social media to make a significant impact or to change the minds of those who hold opposing views, others employ forms of “network thinking” to conceptualize how their political posts contribute to larger network effects and movement-building among their likeminded peers.