Evaluating the digital influence: analyzing the significance of social media content on political awareness among Jordanian telecom employees

Social media has become a powerful force in shaping political communication and engagement, significantly influencing how individuals access and interact with political content. This study aims to evaluate the impact of social media content on political awareness among Jordanian telecommunication employees, focusing on the types of content followed, preferred platforms, and the extent of its influence on political opinions. Utilizing a quantitative approach, a comprehensive questionnaire was developed and tested to assess various dimensions of political awareness. Data were collected from 257 employees across the major Jordanian telecommunications companies, namely Zain, Umniah, and Orange, via an online survey distributed through HR departments. The results indicate that political news is the most frequently followed content (54.1%), followed by short texts or tweets (52.1%). Facebook is the predominant platform for political content consumption (63.4%), with Instagram also widely used (52.1%). However, the impact of social media on political awareness is relatively modest, with 32% of respondents reporting minimal influence on their political opinions or activities, while only 27% experienced a strong or very strong impact. These findings confirm that, although social media content significantly affects political awareness, its overall influence is limited. This study provides valuable insights into the role of social media in political engagement and highlights the need for further research to explore additional factors affecting political awareness. The study recommends that practitioners, policymakers, and telecom companies consider improving digital literacy programs to enhance employees’ political awareness and engagement through social media.