By the time the next US election takes place in 2028, millennial and gen Z voters—who already watch over six hours of media content a day—will make up the majority of the electorate. As gen alpha (people born between 2010 and 2024) also comes of voting age, social media platforms such as TikTok and Instagram or their future equivalents can play a role in political success—if political actors can capitalize on it.
Politicians are using social media to campaign. New research tells us what works and what doesn’t
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