Unlocking the power of social media: Exploring how Facebook use attitude influences the political participation of young female adults

Azmat Rasul, Zayed University
Donghee Shin, Texas Tech University

Document Type

Article

Source of Publication

Atlantic Journal of Communication

Publication Date

1-1-2025

Abstract

The evolving role of social media in shaping political engagement has drawn significant scholarly attention, with Facebook emerging as a key platform for civic discourse. While prior research has explored the political implications of Facebook use, the influence on young women–a demographic often overlooked in political communication studies–remains underexamined. This study investigates how attitudes toward Facebook use affect political attitudes and participation among young female adults (ages 18–24). Drawing on a survey of 241 university students, the findings reveal that positive attitudes toward Facebook use are significantly associated with higher levels of political self-efficacy and institutional political support. Moreover, political self-efficacy and situational political involvement serve as key mediating mechanisms linking Facebook engagement to political behaviors. These results offer new insights into gendered patterns of digital civic engagement and underscore the relevance of uses and gratifications theory in understanding social media’s democratic potential. The study contributes to theoretical development, methodological refinement, and practical strategies for enhancing political participation among underrepresented groups.

ISSN

1545-6870

Disciplines

Social and Behavioral Sciences

Keywords

Facebook use, political participation, young female adults, political self-efficacy, digital civic engagement

Scopus ID

05007043958

Indexed in Scopus

yes

Open Access

no

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