THE IMPACT OF SOCIAL MEDIA PLATFORMS ON THE TRANSFORMATION OF GLOBAL POLITICAL DISCOURSE AND PROCESSES OF IDEOLOGICAL POLARIZATION

Abstract

In the contemporary digital era, the rapid development of communication technologies and the widespread expansion of social media platforms have significantly transformed the structure of the global information environment. Social media no longer functions solely as a communication tool but has become an important mechanism shaping political discourse, public opinion, and ideological transformation processes. Platforms such as Facebook, X (Twitter), YouTube, TikTok, and Instagram not only accelerate the dissemination of political information but also intensify processes of public polarization and digital radicalization. The article comprehensively analyses the role of social media platforms within the global political communication system, including algorithmic content governance mechanisms, the “echo chamber” effect, and their influence on ideological polarization. At the same time, the study evaluates the impact of social media on the transformation of international political discourse and the manipulation of public opinion. The main objective of the research is to identify the influence capacity of social media platforms in international political processes, systematically analyse the risks and opportunities they create, and scientifically explain future development trends. The study employs comparative analysis, system analysis, statistical analysis, and analytical modelling methods. The findings demonstrate that social media platforms have become dominant actors in shaping political communication and public opinion within the contemporary system of international relations. At the same time, algorithmic filtering and disinformation flows have intensified ideological polarization and information security risks.