DIGITAL POLITICAL ENGAGEMENT AMONG FIRST-TIME AND EXPERIENCED VOTERS: EVIDENCE FROM TAMIL NADU

Abstract

The increasing use of social media has transformed political communication by providing voters with immediate access to political information, campaign content, and public discourse. This study investigates the patterns of digital political engagement among first-time and experienced voters in Tamil Nadu, with particular emphasis on social media usage, political news consumption, and the forms of digital political content that most effectively influence voters. A quantitative descriptive research design was employed using convenience sampling, and primary data were collected through an online questionnaire from 300 respondents aged 18–35 years across selected districts of Tamil Nadu. The collected data were analysed using descriptive statistical techniques, including frequencies and percentages. The findings reveal that 98% of respondents use social media, with Instagram emerging as the most preferred platform (74%), followed by YouTube (18%). Approximately 64% of respondents reported following political news through social media, while 58% indicated that political memes and trolls were the most influential forms of digital political content, followed by short videos (22%). Experienced voters demonstrated higher levels of social media use and political engagement than first-time voters across most indicators. The study concludes that digital platforms have become important channels for political communication and participation among voters in Tamil Nadu. The findings underscore the growing influence of social media in shaping political awareness and electoral engagement and highlight the importance of strengthening digital literacy initiatives to promote informed political participation and reduce the impact of misinformation in the digital political environment.