Open Access
ARTICLE
Political Communication in the Digital Era: Assessing Social Media Influence on Public Opinion and Electoral Behavior
Issue Vol. 1 No. 01 (2025): Volume 01 , Issue 01 Oct 2025 --- Section Articles --- Published Date: 2025-10-01
Abstract
The rapid expansion of digital technologies has fundamentally transformed the nature of political communication in the 21st century. Social media platforms have evolved into powerful tools that shape electoral discourse, influence public opinion, and redefine how citizens engage with political narratives. This research investigates the mechanisms through which digital communication—specifically social media algorithms, targeted political messaging, online echo chambers, influencer endorsements, and user-generated content—affects political perceptions and voting behavior. The study integrates behavioral, psychological, and technological perspectives to present a comprehensive understanding of digitally mediated political persuasion. Through empirical data, case evidence, and analytical modelling, the paper highlights how digital platforms amplify political polarization, accelerate misinformation, facilitate micro-targeting strategies, and construct new arenas for civic engagement. The findings reveal that political actors who effectively utilize data-driven communication outperform traditional campaign methods, especially among youth demographics. Ultimately, this research underscores the need for ethical regulatory measures, media literacy initiatives, and transparent platform governance to preserve democratic integrity in the digital public sphere
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