Media consumption of student youth in the context of political socialization: A theoretical aspect

Abstract

Over the past decade, digital media have become more than just a means of communication; they have evolved into a dominant institution of mass communications, exerting a targeted influence on the opinions, views, and values of our society. Moreover, digital communication channels are poised to become a key mechanism for achieving, maintaining, strengthening, and exercising political power. In these processes, students can be viewed by political actors as an object of influence and mobilization, where media, in a “soft” and unobtrusive manner, shape attitudes toward events along the desired “political axis,” thereby guiding political consciousness and behavior, programming the political culture of the coming political cycles. These processes undoubtedly concern the younger generation and are presented in a format they find relevant: short videos, memes, etc. We have witnessed the emergence of an entire culture of social media presence, where reactions to posts (likes and comments) have become an indicator of social approval and a person’s significance, and the social media profile itself a kind of public “avatar.” As a certain elite of the younger generation and an intellectual resource for the future, students are key actors in digital communications, actively mastering and transforming modern media practices. This raises the question of how to integrate media tools into the educational, cultural, and social processes of student youth, based on the principle of “not prohibiting” but “allowing and protecting” so as to foster the necessary digital culture that prevents them from becoming a weapon in the hands of destabilizing political forces. This article presents an overview of conceptual approaches to understanding the essence of student media consumption as a starting point for further empirical research.