THE ROLE OF SOCIAL MEDIA IN POLITICAL PARTICIPATION OF YOUNG PEOPLE IN THAILAND
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Abstract
This research aimed to: (1) examine the patterns and characteristics of social media usage among young people related to political participation, (2) analyze the role of social media in shaping political awareness, attitudes, and participatory behaviors, and (3) propose guidelines for utilizing social media as a constructive mechanism to foster political participation. A qualitative research design was employed through in-depth interviews and focus group discussions with 25 young participants aged 18–29, selected using purposive sampling. The data were transcribed and analyzed using thematic content analysis.
The findings revealed that young people predominantly used social media platforms such as Facebook, TikTok, and X/Twitter as primary channels for accessing and exchanging political information. Their participation ranged from symbolic actions-such as liking, commenting, and sharing content-to more active engagement, including producing their own political content. Social media played a crucial role in raising political awareness and shaping attitudes, while also serving as a virtual public sphere for political engagement. However, issues such as fake news, information distortion, and legal concerns were identified as major obstacles to constructive participation.
The study suggests that government agencies and educational institutions should promote media literacy among youth, while civil society organizations and political parties should utilize social media more transparently and creatively to build political trust and encourage meaningful participation of young people in Thailand’s democratic processes.
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