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

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2 Scopus citations

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 9th International Conference on Social Media and Society, SMSociety 2018
PublisherAssociation for Computing Machinery
Pages355-359
Number of pages5
ISBN (Print)9781450363341
DOIs
StatePublished - 18 Jul 2018
Event9th International Conference on Social Media and Society, SMSociety 2018 - Copenhagen, Denmark
Duration: 18 Jul 201820 Jul 2018

Publication series

NameACM International Conference Proceeding Series

Conference

Conference9th International Conference on Social Media and Society, SMSociety 2018
CountryDenmark
CityCopenhagen
Period18/07/1820/07/18

Keywords

  • Political mobilization & engagement
  • Qualitative approaches
  • Value of small data
  • Virality & memes

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