Influence of Social Media Platforms on Young Voters in the Barangay Elections

Abstract: This study investigates the influence of social media platforms on young voters during barangay elections, focusing on Facebook, YouTube, and TikTok and analyzing responses based on age, sex, highest educational attainment, and average family monthly income. Among the 278 respondents, the majority were female, over 23 years old, college graduates, and from families earning below ₱15,000 monthly. Findings reveal that Facebook is the most influential platform, primarily used for viewing political content, reading commentaries, and informing voting decisions—supporting Pariser's (2011) concept of algorithm-driven selective exposure. YouTube followed with moderate influence, offering in-depth political content such as documentaries and interviews, aligning with Gil de Zúñiga et al. (2014). TikTok showed the least influence, consistent with Zulli & Zulli's (2022) assertion of its entertainment-oriented nature. Statistical analysis using the Mann-Whitney U test indicated that age and educational attainment significantly influenced perceptions of Facebook and YouTube, while only education showed a significant effect on TikTok. Sex and income were not statistically significant factors. Overall, Facebook emerged as the most impactful platform in shaping political behavior among older and more educated youth, with YouTube providing supplementary depth and TikTok having limited political relevance. The study highlights the critical role of digital literacy and education in fostering informed political participation and calls on educators, policymakers, and youth to utilize digital platforms for civic engagement and democratic development. Keywords: Barangay elections, social media platforms, young voters