Maestría en Comunicación Política · 2026

Redes sociales y participación electoral juvenil : estrategias de comunicación política en las elecciones de los consejos municipales de juventud en Colombia, 2025

Resumen

This study examines how political communication strategies on social media influenced electoral participation among young people aged 14 to 28 during the Municipal Youth Council (CMJ) elections held in Colombia in October 2025. The research employed a mixed-methods approach and was primarily funded by three sources. The first was a panel of seven experts in political communication and youth participation. Then, they surveyed 70 young people from Medellín, Envigado and Guarne. Finally, the official accounts of the lists Jóvenes Creemos, Movimiento Escuela and Primero los Jóvenes were systematically monitored during the weeks prior to the election. The analysis points to Instagram and TikTok as the main sources of political information for the young people surveyed. More than 90% agree that digital media influences the image they have of candidates and the trust they generate. However, the data reflects low real levels of participation. This mismatch between high digital exposure and low effective participation means that social networks are more a tool to reinforce already politically involved young people than a suitable means to attract new voters to the traditional polls. Evaluation of digital media finds that reels generated the most engagement, and opinion-based and emotional content traveled further than informational posts or direct appeals to vote. Therefore, the findings imply that social media are a necessary, but not sufficient tool to encourage youth voting. Their potential is shown above all when combined with civic education, credible instructional suggestions, and effective work on the ground.

Palabras clave

Tesauro de su biblioteca