How Social Media Influences Political Participation And Voting Among Generation Z College Students

Abstract

Generation Z college students, born between 1997-2012, utilize social media extensively, but especially for entertainment and to become informed. Social media is convenient to access and therefore a great source for political campaigns to share their messaging. In recent years, political campaigns have incorporated social media into their communication strategy for reaching voters. This study took data from 170 college students at the University of Oregon with the goal of exploring the relationship between social media use and political participation. Approximately 72% of those interested in politics and who use social media voted in the 2024 Presidential election. Participants completed a 10 question survey to determine their social media usage and how following political content and being aware of candidates and policies contributed to their likelihood to vote. How Gen Z uses social media can appear nonsensical and cryptic to outsiders, but it encompasses the shared cultural logic that spreads vastly across different trends, memes, and viral moments. Social media is a powerful communication tool and has the ability to greatly influence the American political scene. Ultimately, the survey data and pre-existing literature indicate that exposure to political messaging on social media is influential to Gen Z’s likelihood to participate in politics, which can be measured through voting data and engagement with political figures and content online.