The influence of social media on youth political activity: a comparative analysis of platforms

Abstract

The subject of this scientific research is the multifaceted role of modern digital ecosystems and social media platforms in the initiation and transformation of political activity among contemporary youth. The author focuses on the specific mechanisms through which various internet resources influence the civic consciousness of the younger generation, as well as an analysis of the unique characteristics of each platform that determine its effectiveness in matters of mobilization. The work examines in detail the impact of various content presentation formats, including short videos, thematic photos, political memes, and stories, on the willingness of the youth audience to participate in real social movements. The study focuses on how technical parameters and algorithmic feeds of social networks contribute to the widespread dissemination of political ideas and shape sustainable public opinion in the digital space, translating online activity into practical protest or electoral participation. The methodological framework is based on comparative analysis of the functionality of digital platforms. A case study method is used to explore successful political campaigns, as well as qualitative content analysis to assess the influence of various media formats on the level of engagement and mobilization potential of the contemporary youth audience in the context of global digitalization. The scientific novelty of the work lies in revealing a direct correlation between the specifics of algorithms of specific platforms and the dynamics of youth political mobilization through visual communication formats. The author argues that in the modern digital environment, the form of message delivery (memes, stories) becomes more important than its ideological content for ensuring high virality. The main findings confirm the transformation of social media from passive channels of information transmission into active subjects of the political process capable of radically changing the landscape of civic activism. It has been established that the algorithmic features of platforms can both catalyze social protests and serve as a tool for managing public opinion. The study emphasizes that the success of modern political campaigns directly depends on the adaptation of content to "clip thinking" and the technical requirements of platforms. A forecast is made about the ongoing growth of the influence of gaming and entertainment formats on serious socio-political processes, which necessitates a profound reconsideration of traditional approaches to studying political communication.