Role of Social Media in Shaping Political Opinion among Young Adults in Tanzania

Abstract

Purpose: The aim of the study was to assess the role of social media in shaping political opinion among young adults in Tanzania.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Social media platforms have become significant sources of political information and discourse for young adults, often surpassing traditional media channels. Secondly, the echo chamber effect is prevalent, with users being exposed mostly to content that aligns with their existing beliefs, leading to polarization and limited exposure to diverse viewpoints. Thirdly, social media algorithms play a crucial role in determining the content users see, which can further reinforce biases and filter bubbles. Additionally, social media enables political engagement and activism among young adults, providing platforms for sharing opinions, organizing events, and mobilizing support for causes. However, concerns exist regarding the spread of misinformation, manipulation of political narratives, and the impact of targeted advertising on political opinions. Overall, while social media has empowered young adults to participate in political discussions, it also presents challenges in terms of information credibility, bias reinforcement, and the manipulation of public opinion.

Implications to Theory, Practice and Policy: Uses and gratifications theory, social identity theory and agenda-setting theory may be used to anchor future studies on assessing the role of social media in shaping political opinion among young adults in Tanzania. Educational institutions and organizations should implement comprehensive digital literacy programs that equip young adults with the skills to critically evaluate information encountered on social media. Governments should enact policies that regulate political advertising on social media to ensure transparency and prevent the spread of misinformation.