“Social Media Algorithms and Political Awareness

among Youth”

By
BAKHTIAR AMIN

Under the guidance of

Dr. Navaneeta Deori

A dissertation report submitted in partial fulfilment of the requirements for

the degree of Bachelor of Social Science.

Centre for Undergraduate Studies

Tata Institute of Social Sciences, Guwahati
 CHAPTER 1

1.1 Introduction
In recent years, politics and technology have become intertwined like never before. As
Information Technology has continued to advance and more people use social media to
communicate and share content with each other, politics has met technology at the fingertips
of our youth. Nowadays, platforms like Facebook, Instagram, X, and YouTube have become
our go-to platforms for communication and interaction. Social media platforms are how we
share information with one another. To the youth, social media is the first place we hear about
political news; it is how we digest current politics and form our own opinions about the issues
at hand. This is significant because social media platforms allow for our voices to be heard
and allow us to participate in a democratic process. But how we receive information and are
socialised into politics is through algorithmic methods as opposed to traditional sources.

But what are social media algorithms? Social media algorithms are mathematical formulas
that consist of programmed instructions that dictate the information we see on social
media. Social media feeds used to be in chronological order or handpicked by media editors,
but with algorithms, they sort the information we see based on our personal social media
activity. They track your likes, shares, comments, videos you watch, and how much time you
spend looking at certain posts to find trends in your behaviour. The algorithm then uses this
information to decide what content you would like best.

The algorithmic curation process changes the information environment in a profound way.
Algorithms tend to show users content that matches their interests and preferences, as
opposed to a wide variety of different viewpoints. These dynamics have implications
especially for the youth. The youth are one of the largest and most engaged social media user
groups, spending a considerable amount of time online on social Media. In many cases, they
have resorted to social media as their primary news source, even more so than newspapers
and television. The algorithmic structures of these platforms have a strong influence on the
political knowledge and awareness of the youth, as they rely on these platforms to access
information. The youth are living in a very personalised and dynamic digital world, as
compared to their previous generations who were exposed to more centralised and relatively
stable information sources in their political socialisation.

Political awareness in this sense is not limited to the knowledge of political institutions and
procedures. It has the potential to access information, interpret political events, evaluate
different viewpoints, and form opinions.

Social media has a significant influence on the political ideations and political engagement of
[Link] media is an important source of political ideation and political engagement
among youth. They can see political information on social media and get them talking,
sharing information and doing things in their communities. However, the extent to which they
engage and their level of interest depends on the algorithms they are exposed to. The more
popular an issue or campaign is on social media, the more people will be paying attention and
participating. However, if it is not seen, it is difficult to get it to take off. This is just how big
the influence of digital platforms is on what people talk about, and care about in terms of
politics. They can make some problems appear to be very significant and others appear
invisible. As a result, social media is changing the way we engage with politics and what we
think is important. It's not only the news of the world, it's also news of the web! That's a good
thing or bad thing, depending on your perspective. Social media can also inspire people to get
involved in politics and feel like they are making a [Link] media can also be a
source of inspiration for people to get involved in politics and feel like they are making a
difference. It can also lead to a bubble where people only see what they want to see and don't
get the whole story. In either case, it is evident that social media is not going away and will
continue to influence young people's perception and interaction with politics.

This study examines the impact of online sorting of information on the type of political news
and ideas that young people encounter, and how this impacts their attitudes towards politics
and political engagement. Young people are a key population group so this research considers
this for democracy in an increasingly online world.

1.2 Statement of the Problem

The youth have increasingly been exposed to politics every year due to the quick expansion
of social media. Social media has transformed the way the youth learn about and interact with
political information. Algorithms are used by social media platforms to determine the content
that users will see based on their previous interactions with the site, including likes, shares,
comments, and viewing history. Consequently, the youth are often provided with personalised
political information instead of a diversity of perspectives.

This poses an important question. Social media platforms often display content of the same
kind repeatedly to users, potentially reducing their exposure to diverse viewpoints and
opinions. This can cause a limited or biased perspective of political issues for the young
people, who are still developing their political awareness. Meanwhile, many youth users don't
realize that what they are seeing is being filtered and prioritized for them, thus making it hard
to question or critically analyze the information they receive.

While social media plays an increasing part in political consciousness, it remains ambiguous
how these algorithms affect the youth's political knowledge and opinions. Whether algorithm-
driven content contributes to political awareness or hinders it by determining what type of
information users see is not known.

Hence, the central issue of this study is to find out the impact of social media algorithm on
youth political awareness. It is about the extent to which algorithmic curation of content
narrows exposure to a range of political perspectives, its impact on the youth's knowledge of
political issues, and its final impact on their attitudes towards political participation.

1.3 Rationale of the Study

This research is significant because it tries to draw a connection between the relationship of
social media algorithms and political awareness among the youth. This research examines the
influence of social media platforms on the political discourse of youth using the personalised
content feed. It aims to explore the impact of platforms like Instagram, YouTube, and
Facebook on a generation living in a world of constant digital Exposure.

Today's youth not only consume information on politics online, but they also participate in
the discussion, share their opinions and form their communities around important social and
political issues online. But much of their interaction revolves around what they are exposed
to in their feeds, which is based on an algorithmic selection. It raises significant issues of the
representation of other voices and the extent to which platform-based processes are shaping
political debate.

It is important to understand the impact of social media algorithms on youth political

awareness and youth participation in democracy to assess the effects of these Algorithms.
Also, it assists in the understanding of the wider context of civic engagement in a fast-
changing digital world.

More than this, the digital world continuously evolves and new features and platforms are
introduced, making it essential to consider how such changes affect people's consumption of
information, their opinions and their political participation. The study investigates the impact
of algorithms on political awareness, and suggests how technology can enhance and limit
positive political discussion by young people.

CHAPTER 2

2. 1 LITERATURE REVIEW

Social media and political awareness has been an important field of study in recent years. In
contemporary times, the way people receive information and interact with political issues has
changed drastically. Social media is no longer a medium for communication or entertainment,
but a medium for sharing, talking and forming political ideas. This change is part of a wider
shift in the flow of information in society from controlled and centralised to open and user-
centric.

This transformation is particularly important for the youth. They are now caught up in the
social media and it plays a significant role in their lives and how they consume their news
and opinions. These are platforms that are more interactive than the traditional platforms
which exist to be consumed by the user. Today's youth are not only consuming political
information, they are also engaging with it through commenting, sharing, and discussion,
which also helps to construct their political identity. The interactive aspect of social media
has placed the understanding of the development of political awareness in the digital space on
the agenda.

Meanwhile, the social media landscape presents new challenges. The information that users
are exposed to is not neutral or random but is structured within systems that place emphasis
on some kinds of information. Such systems are user-driven, and so the visibility of
information is determined by a number of factors. Therefore it is necessary to consider not
only what information is available, but also how and why certain content gets to the users.
2.1.1 Social Media as a Source of Political Information

Social media is a big source of political information, particularly for younger users. The
social media, unlike traditional media, provides access to information from various sources
such as news organisations, political actors, influencers and common users. This has led to a
wider range of information and a decrease in reliance on a single source.

Studies indicate that users may come across political information while performing non-
political tasks. This incidental exposure is an important factor in shaping awareness because
users may be exposed to political content without actively looking for it. Bakshy, Messing
and Adamic (2015) show that the social networks and platform systems both shape the types
of content that users are exposed to. The study points to a mix of individual and algorithmic
filtering affecting exposure to political content.

This change has important political implications. Social media has become a source of
information that is more accessible and can keep users updated. Content, on the other hand, is
unstructured, and provides users with a blend of verified information, opinions, and informal
conversations. This can cause confusion, and make it hard to identify trustworthy and not
trustworthy sources. Thereby, users could gain a more individual and differentiated view on
political issues.

2.1.2 Political Awareness among Youth in the Digital Age

Youth's political awareness is increasing and their interaction with digital platforms is
shaping their political awareness. Social media provides people with constant information,
allowing them to always be able to stay updated on political events, policies, and debates.
They are constantly exposed to this and it is a major influence on their perception of political
issues.

It has been found that social media influence students' political awareness. Tomy et al. (2022)
revealed that college students depend extensively on WhatsApp, Instagram and YouTube for
political information. News and discussion are easily accessible on the platforms, allowing
users to be drawn to political content. Another key finding of the study is that social media
awareness is not the same and not always comprehensive.

Users can be overwhelmed with information, but if there is no depth or context to the
information, then the user's understanding may be limited. Users tend to use short posts,
videos or headlines, and these do not provide all the context on political issues. This is an
important difference between exposure to information and awareness of it. Social media can
make information more accessible but it does not necessarily mean that users will gain a
critical or balanced understanding. The quality of awareness is determined by the variety and
reliability of the content that users come across.

2.1.3 Youth Engagement and Political Participation

Social media has paved the way for youth to engage in politics in new ways. They enable
people to voice their opinions, share information, and participate in discussions, providing
easier access to political participation than previously. Social media is different to traditional
participation, which usually involves a physical presence or formal engagement, as it allows
users to participate in political issues from anywhere.

Ahmad et al. (2019) discovered that the active use of social media is correlated with an
increase of political participation among students. People who use the Internet for political
purposes tend to talk about political topics, express their opinions and take civic action.
Social media can also provide opportunities to network with others who share the same
interests, which can facilitate political participation.

Meanwhile, the nature of participation in social media is also distinct from that of
conventional participation. A lot of the involvement is informal and does not necessarily
result in a change in practice. Users can like or share posts without being deeply involved in
the content, which could be political in some instances. This raises questions about its
effectiveness in promoting meaningful participation.

Moreover, the type of content influences user participation. When users encounter a limited
range of perspectives, their engagement can be restricted. This suggests that social media
activity is closely linked to the surrounding information environment.

2.1.4 Social Media as a Space for Political Discourse

Social media sites serve as significant venues for political debate, where concepts are shared,
discussed and contested. These platforms enable users to join in on discussions and express
their viewpoints on various issues.

In India, social media has emerged as an important platform for political communication, and
political discussions are frequently intertwined with social and cultural issues (Udupa 2019).
Users interact with issues of identity, nationalism and governance and influence the character
of political discourse.

Social media is interactive, which means it is a place where people can engage in activities,
but it also presents some challenges. There can be polarisation in discussions, with users only
interacting with those who share their views. This can create a group of people with like-
minded views and limit exposure to different viewpoints.

This has made social media a space where people can discuss as well as shape the way people
discuss. User behaviour and platform design influence the tone, content and direction of
political communication.

2.1.5 Algorithmic influence on political content.

One of the primary aspects of social media is algorithms that organise and prioritise content.
These systems use to analyze user behavior like likes, shares, comments, and viewing
patterns to decide what to show on a user's feed.

Algorithms are information gatekeepers determining what information is seen. Arora (2019)
highlights that these systems are designed to maximise user engagement, often promoting
content that generates strong emotional responses. This can result in more sensational and
controversial content being accessed by users.

This results in the uneven distribution of information. Certain political messages are more
visible than others. This can have an impact on the people's perceptions of political issues,
since repeated exposure to specific content can influence their perception.

Bakshy et al. (2015) also demonstrate the impact of algorithmic filtering on the diversity of
content users are exposed to. Users can have some influence over what they see, but
algorithms have an important influence on their information environment. This interaction
between user behaviour and platform systems makes it important to study algorithms in the
context of political awareness.

2.1.6 Selective Exposure and Information Quality

Selective exposure is one of the primary issues in current research, which involves
individuals' tendency to seek information that confirms their pre-existing views. As
demonstrated in research on algorithmic media systems (Schroeder, 2018), social media
systems are designed to deliver personalised content. This algorithmic filtering can lead to
users being more likely to see content from similar political ideologies repeatedly, potentially
reducing their exposure to content that may differ from or challenge their own views.

Studies of social media algorithms and political actions also indicate that this custom-made
space can help shape “information bubbles” that allow users to connect primarily with like-
minded content. Arora (2019) also points out that such algorithmic patterns can affect
political awareness; the algorithms can limit the exposure of users to the range of political
perspectives, especially among young users who are still forming their political awareness.

Another one of the issues highlighted in the literature is the speed of misinformation. Social
media is a great way to spread information rapidly and widely, but it isn't always accurate or
verified. Research on digital media and political communication in India (Neyazi et al., 2016)
shows that unverified or emotional information has more visibility and engagement than fact-
checked information. This can result in misinterpretations of political events and issues.

Furthermore, studies on youth behaviour reveal that the consumption of political information
is more likely a passive process than a critical one (Ahmad et al., 2019). Social media gives
users access to a lot of political information, but they might not know how to assess the
credibility of that information or be motivated to do so. This is a concern about the quality of
political awareness being nurtured in such digital environments where visibility does not
necessarily imply accuracy or understanding.

Existing literature implies that it is not just access to information that is important, but the
way in which algorithms affect exposure and the way in which users process and interpret
information that is presented.

2.1.7 Indian Context and Local Perspectives

Social media has emerged as an important medium of political communication, mobilization

and public engagement in the Indian context. The proliferation of Internet connectivity and
the widespread use of smart phones, especially by the young, has changed the way political
information is consumed and shared. Research in India on digital media and political
mobilisation reveals that online platforms are becoming more and more important in the
formation of political campaigns and political engagement (Neyazi et al. 2016).

However, Arora (2019) highlights that digital media research should be local because theories
of social media that are developed in other parts of the world are not always able to capture
the complexity of Indian society. Linguistic diversity, regional political differences, socio-
economic inequality and uneven access to digital technologies are a few of the factors that
shape social media interactions in India. These conditions influence who can have access to
information, what kind of information is being exposed to users, and what kind of
information is being accessed.

Schroeder (2018) also claims that digital media systems have varying characteristics in
different socio-political settings, and that it is not possible to grasp algorithmic influence
without taking into account cultural and institutional contexts. Algorithmic curation has a
significant impact on public discourse in India, where social media is a dominant forum for
political expression and mobilisation.

Research on youth participation in India suggests that social media has an impact on political
awareness and social behaviour. In their study of university students, Ahmad et al. (2019)
noted that social media usage is correlated with political participation, but with varying
degrees and forms of participation depending on the exposure and use of the social media
platforms. The results indicate that digital platforms offer more opportunities for political
interaction, but also influence the type of political content consumed and how it is consumed.

Studies focusing on the Indian context highlight the importance of examining social media
within specific regional and cultural settings. Factors such as language diversity, socio-
economic inequality, digital access, and user behaviour influence how social media platforms
shape political awareness among the youth.

2.2 RESEARCH GAP

Although there has been considerable research on the connection between social media
algorithms and political awareness of youth, there are several important gaps in the literature.

First, the research on social media algorithms' effect on political awareness among youth is
limited. Many studies have explored the use and involvement in social media but fewer have
paid attention to the mechanisms by which content is filtered and presented.

Secondly, the majority of the literature available is from western contexts and less from India.
This leaves a gap in the knowledge of how social media works in various social and cultural
contexts.
Third, research on youth often focuses more on awareness and participation than on the
quality and depth of that awareness. There is a lack of analysis regarding the development of
critical and balanced perspectives.

Fourth, the lack of small-scale field-based studies, especially in educational institutions in

smaller towns. There has been a limited number of studies of youth based in towns and
villages which are outside of urban areas, which has resulted in a limited understanding of
local experiences in non- urban areas.

The gaps indicate the need to conduct research on the awareness of youth about politics that
is more specific and focused on the influence of social media algorithms on this awareness.

2.3 OBJECTIVES

1. To investigate how social media algorithms shape youth exposure to political content.

2. To explore how social media engagement influences youth voting motivations.

3. To assess youth awareness of social media algorithms' influence on their political

feeds.

2.4 RESEARCH QUESTION

1. How do social media algorithms shape youth exposure to political information?

2. How does social media influence voting motivations among youth?

3. How aware are youth of the impact of social algorithms on their political information feed?
 CHAPTER 3

3. METHODOLOGY

3.1 Research Design

This research incorporates a mixed-method approach to analyse social media algorithms and
youth political consciousness. The mixed-method approach contains both qualitative and
quantitative research and gives an all-encompassing view on the research topic.

The quantitative dimension of the research includes obtaining data that can be counted and
classified, such social media use, exposure to political content, and the political
consciousness of youths. The qualitative section highlights participants' feelings, opinions,
and assessments regarding the impact of social media algorithms on their political awareness.

Data was collected through surveys as the research method. Using surveys helps to explore
and understand the correlations, associations, or relationships between variables, such as the
link between exposure to content via algorithms and political awareness. To ensure that
respondents could easily understand the questions, the Assamese language was used during
communication as it allows them to express their views more comfortably in their native
language.

3.2 Area of Study

The study was carried out with undergraduate students to investigate their exposure to
political content on social media platforms, knowledge of social media algorithms, and their
perceptions of the role of social media in democratic participation. The field work has been
done in Golaghat town of Assam.

For the the study two higher educational institutes were chosen, namely Golaghat
Engineering College (GEC) and Birangana Sati Sadhani State University. Golaghat
Engineering College is affiliated to Assam Science and Technology University (ASTU) and
Birangana Sati Sadhani State University is a state university providing various undergraduate
courses. These institutions were within proximity to each other and thus, the fieldwork was
possible to be conducted in the limited time available.
3.3 Population and Sampling

This study's target population are the undergraduate students, who are young people aged 18-
24 years. The reason why college students were chosen as respondents was that they are
active users of social media platforms and they are involved in social and political issues of
today's society.

The number of respondents selected in this study is 20. Stratified random sampling was used,
ensuring representation across academic disciplines, even with the small sample. Two
institutions were sampled to ensure the respondents had a range of educational backgrounds
and levels of exposure towards social media.

3.4 Methods of Data Collection

For this research, I took a mixed-method approach to identify the extent to which social
media algorithms change young people's political awareness. Considering both the
quantitative and qualitative aspects, this approach allowed me to identify how algorithms
impact change to the behaviour of young people as well as their lived experiences.

To collect the quantitative data, I used a structured questionnaire for the 20 undergraduate
students. An advantage of this structured questionnaire format is that the social media use
behaviour of the participants will be documented. Further, I included questions such as those
that required respondents to express their attitude towards social media political
misinformation using a five-point Likert scale, ranging from "strongly disagree" to "strongly
agree. The attitude of the respondents regarding the influence of social media algorithms,
political awareness, and participation in the democratic processes was the main focus of my
analysis. Some questions were based upon a five-point Likert scale ranging from "strongly
disagree" to "strongly agree," to help me understand the extent to which they believe that
algorithms are influential, how aware they are of politics, and their opinions on engaging in
democratic processes. This set format ensured uniformity of responses and made it easier to
analyse the data gathered.

Qualitatively, I added some open-ended questions to the questionnaire to allow participants

to express their ideas and experiences regarding the political content in social media. I
gathered information about perceptions of trust in information, their understanding of how
algorithms influence their information, and their thoughts on participating in democracy.
Inductive coding was used to analyse these qualitative responses. This allowed me to see
themes and patterns that arose from the participants' responses. This enabled me to discover
common themes and feelings that represented their individual stories.

Face to face person-to-person interaction was used to collect data, ensuring questions were
understood and a comfortable atmosphere was created for responses. As part of the survey,
responses were recorded on site to ensure accuracy. Through combining structured
quantitative questions with the qualitative responses analysed inductively, not only was it
possible to gain an overall picture of the trends in behaviour, but also to gain an
understanding of the actual experiences of the participants.

3.5 Research Limitation

During my study, I encountered several significant challenges that impacted both the data
collection and the overall findings. Understanding these limitations is crucial for a nuanced
interpretation of the results.

One of the challenges I have faced has been the timing of my fieldwork. The timing of my
fieldwork coincided with the winter holiday following the end of the semester. This limited
the amount of time I had to collect data as I relied on the availability of students to provide
me with responses. Many students were either away for the holiday or travelling, which made
the time period I was allowed to collect data an issue by not providing me with the necessary
students to provide responses.

A further obstacle I faced was students being more occupied with examinations during the
month of December. Many students were either studying for an exam or were less occupied
as they were finished with the exam and were more occupied with exam withdrawal. This
affected the number of respondents and the amount of time students had to provide answers
to survey questions, and more so to open-ended questions.

Another factor that emerged was the varying levels of interest among respondents regarding
political discussions. Most of the students demonstrated low engagement with political
content on social media. This presented a challenge in obtaining in-depth responses, as many
participants found it difficult to share meaningful insights or articulate their views on the
political aspects of social media usage. As a result, this variation in engagement likely
affected the range and diversity of perspectives captured in the research.

Despite these challenges, I believe that the data collected still offers valuable insights into the
general patterns of social media use, algorithmic influences, and political awareness among
students. Moving forward, greater attention to timing and respondent engagement could
enhance the depth of future research in this area.

3.6 Ethical Considerations

Maintaining the highest ethics and standards during the data collection stage of my research
is paramount. Not only does this protect the rights and interests of all participants who take
part in the study, data collection must be ethical and participants must be informed of the
standards and purposes of the study. Participants must be informed of the objectives of the
study, the data to be collected, and that their participation is completely voluntary.
Participants must have the right to withdraw at all times without penalty.

The highest degree of confidentiality was practiced at all times during the study. Respondents
were not recorded, ensuring that responses remained anonymous and untraceable and the
information was kept secure and used solely for the purposes of the study.

Great care was taken to ensure respondents felt comfortable regarding their privacy and
confidentiality. Participants reassured that their responses to the questionnaire would remain
totally confidential. No bias or manipulation occurred during the research process, and the
greatest degree of transparency was upheld throughout.

By implementing these ethical practices, this study underscores its commitment to credibility,
reliability, and the inherent dignity of all participants involved.

CHAPTER 4

4. FINDINGS

This section presents the findings of the fieldwork collected from 20 undergraduate students
from Golaghat Engineering College and Birangana Sati Sadhani State University.

4.1 QUANTITATIVE FINDINGS (DESCRIPTIVE STATISTICS)

The findings presented below have been gathered from question no. 1 to 26, excluding
question no. 3. These are closed-ended questions that cover various topics, including
demographic profiles, social media usage, exposure to political content, newspaper
consumption, algorithmic awareness, political engagement, platform preferences, exposure to
misinformation, and attitudes measured. Additionally, the results include Likert scale
questions from question no. 9 to 18.

4.1.1 Demographic Profile (Q1–Q4)

The study included 20 respondents, comprising 14 males (70%) and 6 females (30%). The
age distribution shows that 5 respondents were aged 18–19, 6 were 19–20, 5 were 21–22, and
4 were 23 years and above. Most respondents therefore fall within the undergraduate youth
category of 19–22 years. All respondents were enrolled in undergraduate programmes across
different disciplines, with the majority in their third year of study.

4.1.2 Social Media Usage and Political Exposure (Q5–Q6)

All respondents reported daily use of social media. The majority (45%) spend 2–4 hours
daily, 35% spend 3–4 hours, and 20% spend 4–6 hours on social media platforms. This
indicates high digital engagement among students.

Regarding political exposure, all respondents confirmed that they encounter political content
on social media. Specifically, 40% reported seeing political content often, 40% sometimes,
and 20% very often. This confirms that political content is a consistent feature of students’
online experience, even when not actively sought.

4.1.3 Newspaper Consumption (Q7)

A majority of respondents do not read newspapers regularly. Around 90% reported not
reading newspapers, while 10% do engage with newspapers either online or in hardcopy
format. Among those who read newspapers, sources such as The Hindu and Assam Tribune
were mentioned, accessed both online and in print, respectively. This indicates that traditional
news consumption is declining among respondents, with digital platforms dominating
information access.
4.1.4 Active Political Search Behaviour (Q8)

Most respondents (55%) rarely or never actively search for political content on social media.
Around 35% reported searching sometimes, while only 10% search often. This demonstrates
that political content consumption is largely passive and algorithm-driven rather than
intentional.

4.1.5 Likert Scale Analysis (Q9–Q18)

Political content appears automatically on my feed

A majority of respondents agreed or strongly agreed, indicating that political exposure is

largely algorithm-driven and not user-initiated.

I mostly see political posts matching my views

70% of respondents agreed or strongly agreed, suggesting reinforcement of existing political

opinions through personalised content.

Political posts are often sensational or emotional

Most respondents agreed or remained neutral, indicating that emotional framing of political
content is commonly experienced.

Social media uses algorithms to select content

A majority agreed, showing moderate awareness that content is curated rather than random.

Political content encourages offline participation

Responses were mixed, with many remaining neutral or disagreeing, indicating limited
conversion of online engagement into offline political activity.

Awareness of algorithmic bias

Only 45% agreed, while the rest were neutral or disagreed, indicating moderate to low
awareness of algorithmic functioning.

Social media improves political understanding

60% agreed or strongly agreed, suggesting that social media contributes positively to political
awareness.

Algorithms limit exposure to different views

65% agreed, indicating a strong perception of reduced ideological diversity in feeds.

I verify political news using other sources

Responses were moderate, with many agreeing but a significant number remaining neutral,
indicating inconsistent fact-checking behaviour.

Social media influences my political choice

Only 35% agreed, while 65% were neutral or disagreed, showing limited direct influence on
political decision-making.

4.1.6 Engagement with Political Content (Q19–Q20)

Regarding engagement with political content in the last six months, most respondents
reported sometimes or often liking, sharing, or commenting on political posts, while a smaller
proportion reported rarely engaging.

In terms of influence on voting interest, 75% of respondents stated that social media has
increased their interest in voting (ranging from “a little” to “very much”). This indicates that
while engagement may be passive, it still contributes to political interest formation.

4.1.7 Platform Usage and Content Sources (Q21–Q23)

The most commonly used platforms for political content are YouTube, Instagram, WhatsApp,
and X (Twitter), with YouTube emerging as the dominant source.

Respondents reported engaging most frequently with political content from friends/family,
influencers, and news pages, rather than directly from political parties. This indicates that
political communication is largely mediated through informal and semi-informal sources.

4.1.8 Voting Intentions (Q22)

A majority of respondents (75%) reported being likely or very likely to vote in future
elections. Only a small proportion remained unsure or unlikely. This suggests a relatively
high level of civic intention despite limited active political engagement.

4.1.9 Misinformation Exposure and Response (Q24–Q25)

Half of the respondents (50%) reported encountering political misinformation often or very
often, while 40% reported sometimes encountering it. Only 10% rarely or never encounter
misinformation.

When exposed to misinformation, responses varied: many stated they are likely to fact-check
or report it, but a significant proportion remained unsure, indicating inconsistent critical
engagement with political information.

4.1.10 Attitudes Toward Regulation (Q26)

Most respondents either agreed or remained neutral regarding stricter regulation of political
content on social media platforms. This suggests moderate support for platform intervention,
though without strong consensus.

4.2 QUALITATIVE FINDINGS

The following qualitative findings are derived from open-ended responses (Q27–Q30)
collected from the respondents.

4.2.1 Objective 1: Algorithmic Shaping of Youth Exposure to Political Content

Social media platforms are key drivers of youth exposure to political information. The
majority of the respondents stated that they no longer actively seek out political information,
but rather political posts, news and videos just show up on their feeds as they scroll. This
indicates that exposure is mostly indirect and/or platform-based. Students repeatedly reported
that political content also gets shown often, even if it is not intentional, suggesting that
algorithms determine the visibility of political content through previous interactions, ways of
viewing content, and general user behaviour.
Many users also noted that their feeds often feature similar kinds of political posts,
strengthening certain narratives and decreasing the sense of variety in content. In general, the
results indicate that youth political exposure is not user-centred, but algorithmically curated,
and consequently, they come into contact with political information passively and
continuously.

4.2.2 Objective 2: Influence of Social Media Engagement on Voting Motivations

It has been revealed that there is a moderate, but indirect effect of social media on youth
voting motivation. Respondents reported an increase in knowing about elections, political
issues, and voting rights because of social media, but social media does not strongly influence
their political choices or preferences. The majority of students indicated that they passively
viewed political content or interacted with it (e.g., liked it or shared it) minimally or
occasionally.

There was very little engagement in politics, such as in-depth following of political
campaigns or participating in discussions. Nevertheless, some of the respondents noted that
being exposed to political information on social media makes them think of voting and makes
them interested in electoral processes in general. But this heightened awareness does not
always result in political will and decision-making. Therefore, social media plays more of a
role in raising awareness than in directly influencing voting behaviour.

4.2.3 Objective 3: Youth Awareness of Algorithmic Influence on Political Feeds

The undergraduate students surveyed for this study reported some level of understanding of
social media algorithms. A large majority could not explain even a fraction of how social
media companies choose to show certain information or how social media determines what
constitutes a political post displayed in a student's news feed. Many students noticed a similar
implementation of the social media algorithms.

Some students indicated that they notice similar posts in their news feed displayed repeatedly.
This suggests some understanding of how social media algorithms filter out different posts.
Others perceived social media companies as showing different political views in a biased
way. However, these students could not explain the social media company's algorithms that
are responsible for this.
This study suggests that students review the political news in their news feed and recognise
the different ways these social media algorithms influence their political opinions, even if
they do not fully understand the social media algorithm or how it works.

Chapter 5

5. ANALYSIS

5.1 QUANTITATIVE ANALYSIS (INTERPRETATION OF DESCRIPTIVE

STATISTICS)

This section discusses the quantitative findings in the study. The statistics will be clarified
regarding the scope of the data and its meaning in the following:

5.1.1 Passive Political Exposure

In the quantitative analysis of student political exposure, a noteworthy finding emerged

regarding the nature of their engagement with political content. A significant portion of
students, specifically 55%, reported that they never or infrequently seek out political
information on their own.

Despite this, all participants acknowledged encountering political content through their social
media accounts. This phenomenon highlights the role of social media algorithms in
promoting political information to users.

The striking statistic of 100% exposure combined with 0% active searching suggests that
political content is selected and curated for students, then subsequently amplified based on
their prior engagement and the algorithms of the platforms they utilise.

As a result, it can be concluded that younger participants are primarily consuming political
information passively, which indicates a form of political engagement that lacks intentionality
or active pursuit. This finding raises important questions about the implications of passive
political exposure and its effects on political awareness and participation among youth.

5.1.2 The Gap of Political Behaviour and Political Awareness

The findings reveal a notable gap between political awareness and actual political behaviour
among participants. About 75% of respondents indicated that social media heightens their
interest in voting; however, only 35% believed that social media significantly impacts their
political actions.

This disparity suggests that social media plays a crucial role in fostering political awareness
and advocacy, but may fall short in encouraging tangible political engagement. The initial
interest sparked by social media may diminish without a subsequent commitment to action.
This distinction highlights the dual role of social media as primarily an information source
rather than a direct motivator for behavioural change. While it effectively raises awareness of
political issues, it does not necessarily translate into a transformed approach to political
participation among individuals.

5.1.3 Algorithmic filtering in content. (Objective 1 and 3)

About 70% of respondents believe they are encountering political content that aligns with
their preferences or opinions. Meanwhile, 65% of participants expressed the view that
algorithms reduce their exposure to diverse perspectives, creating a sense of being trapped in
a filter bubble where their beliefs are continually reinforced.

Although 45% of individuals indicated that they have some knowledge of algorithms, it is
evident that a larger segment of the population is affected by algorithmic processes, often
without fully understanding them.

This awareness has led to a recognition of the nature of the content that they consume
through recommendations and notifications through their Social Media Platforms. The
findings have also suggested that algorithms play a critical role in shaping perceptions among
students, highlighting the major and well-understood effects of content curation on their
experiences.

5.1.4 Limited Direct Influence on Political Decision-Making (Objective 2)

35% agreed that social media has an impact on their political decisions, with most
respondents being neutral or disagreeing. This indicates that, although high exposure and
engagement, social media has a limited influence on political alignment and preference for
candidates. This means that social media does not have a strong influence on political
decision-making. Rather, social media is used as an additional source of information and not
as a determinant of political identity.
5.1.5 Misinformation Exposure and Critical Engagement (Objective 3 and 2)

50% of respondents said they were exposed to political misinformation often, with mixed
answers for fact-checking behaviour. This indicates some level of critical awareness, though
not consistently, students are aware of misinformation, but do not always check information.
This divide reflects the lack of digital literacy and critical media engagement.

5.2 QUALITATIVE THEMATIC ANALYSIS (POST-CODING INTERPRETATION)

This section presents the thematic interpretation of qualitative data derived from inductive
coding. The analysis focuses on patterns of meaning constructed from student responses.

5.2.1 Theme 1: Algorithm-Driven Passive Political Exposure

Political exposure is mostly unintentional and algorithmic, a theme that runs through the
qualitative data. Consistently, students reported seeing political material when not actively
looking for it. The results of the fieldwork showed a number of interesting points on this
matter. Students do not actively follow political posts or news or political videos on social
media platforms, but they are likely to see political posts, news and videos in their feeds.
Such reinforcement of the notion of structuring political visibility in routine digital
engagement through the use of social media algorithms.

The political information is not sought out, but rather embedded in general scrolling
behaviour. Most of the respondents didn't know what is meant by social media algorithm, but
many felt that social media platforms do recommend content to them based at least on their
most recent search or viewed history, particularly on YouTube. One of the respondents also
pointed out that the ruling BJP party had more advertisements on YouTube than the
opposition parties, which raised the issue of the visibility and potentially skewed political
advertising on social media.

Students also commented on the recurrence of certain narratives, indicating that algorithms
perpetuate political opinions. In addition, platforms have been noted to encourage sensational
or emotional political messaging to gain engagement. So, the algorithms and platform design
have a greater influence on political awareness than user intent.

5.2.2 Theme 2: Superficial Political Understanding

The information suggests that students' political knowledge is shallow. Respondents'
knowledge of elections, parties and major political issues is noted, but they may not have any
contextual understanding of these. Most respondents said they spend 2-4 hours on social
media apps per day, reflecting high levels of social media engagement.

Political learning is generally fragmented, even in the face of this exposure. Short videos,
headlines and posts that provide partial analysis are relied upon heavily by students.
However, at the same time, many students were very confident that social media enables
democratic participation by allowing them to access political information, political opinions,
and engage in political discussion that they may not have had other access to. This is
problematic as it leads to a paradox: exposure is high and constant, but there is limited
political understanding. Thus, social media is familiarising people with politics, but not
necessarily with political reasoning.

5.2.3 Theme 3: Informal Credibility Judgement of Political Content

Students learn informal techniques for assessing the credibility of politics, rather than the
formal techniques of verification. Most people tend to believe news channels, official pages
and long-form content, but they're not very likely to trust memes, reels or content that
attempts to evoke emotion.

A desire for visual seriousness and source familiarity over fact-checking indicates that
credibility evaluation is an intuitive process. Political content that is sensational or
emotionally loaded is well known to students, and many have observed that this type of
content is given preferential attention to boost views and engagement. This is part of a larger
digital media landscape in which engagement data affects content visibility, and people use
easy heuristics to assess credibility.

5.2.4 Theme 4: Limited Awareness of Algorithmic Mechanisms

Students are not fully knowledgeable about how social media algorithms work, but they do
understand how it impacts them. A significant number of respondents indicated that they see
recurring patterns and bias in their feeds.

This is a type of experiential algorithmic awareness, when users know what happens, but not
how. Most people did not know the technical term for algorithms, but were still able to see
that the platforms that they use would suggest similar content after they had conducted
searches or viewed a series of videos, especially when using YouTube. So, the awareness is
not conceptual, but observational. Students feel that content is curated, but don't know how
data-driven systems control that curation.

5.2.5 Theme 5: Awareness Without Active Political Participation

One of the main themes is the gap between political consciousness and involvement. Students
recognise that social media helps them to become more aware of politics and voting habits,
but this does not lead to long-term political involvement. Engagement is passive and involves
only scrolling through posts, viewing posts, and sometimes liking posts. While most students
get a lot of political content in their feeds, they do not seek it out or go into more depth about
politics or participate in politics outside of the feed.

Overall, the fieldwork offers insights into the nature of undergraduate students' interactions
with political content on social media. They are not only exposed to political information
regularly, but most of them do not have a full understanding of how the algorithms affect
what they see online. Meanwhile, they acknowledge the potential of social media as a means
for democratic engagement, despite the worries of sensationalism, repetition, and potential
political bias. Social media thus raises the visibility of politics, but not necessarily the
engagement in politics.

CHAPTER 6

6. 1 DISCUSSION

This chapter provides an explanation of the results of the study in a simple way and links
them with the research objectives. It aims to highlight the actual meaning of the results in
terms of how social media algorithms affect political awareness among undergraduate
students. Before going into the discussion, it is important to clarify a few terms used in this
chapter. Algorithmic curation is the process by which social media sites choose what kinds of
content to present to users according to their interests and activity.

Passive exposure is when political content is encountered without conscious effort.

Awareness behaviour gap describes instances where users might be aware of political issues
or be interested in political issues, but not necessarily take any political action or make any
political decisions. The results are very clear that the majority of students do not actively seek
out politically related content on social media. Rather, political posts, videos and news
automatically show up on their feeds. That is to say, students are primarily exposed to
political information that they are not actively seeking out. YouTube, Instagram and
WhatsApp are all platforms that can influence the content that comes in front of their faces
based on their viewing history, likes and activity.

As a result, political exposure is rather passive. Students are not the ones who are deciding
what political information to view; it's the platform choosing and showing it to them. Another
common theme among the responses was the prevalence of 'bubbles' of like-minded content,
with many respondents noting repeatedly encountering the same political material, indicating
that social media can sometimes echo a specific point of view. This is in line with the first
research objective related to the algorithmic influence on political information exposure.

Students' general but surface knowledge of politics is also revealed by the study. They know
about elections, political parties and some issues at the moment, but most of what they know
comes from short videos, headlines and social media posts. These types of content are
typically brief and don't offer in-depth explanations or details. This not only means that social
media brings politics to the forefront, but it is not always clear how this has an impact on the
development of a deeper understanding or critical thinking of political issues for students.
They are aware of it primarily due to repeated exposure, and not through detailed study or
analysis.

The results indicate that social media does have an impact on increasing students' interest in
voting, engagement, and voting motivation. A large proportion of those who responded
indicated they are reminded of the elections and reminded to think about their role as voters
when they see political content online. This is linked to the second research objective:
understanding the impact of social media engagement on the motivation to vote. But this
interest does not necessarily manifest as political action. The majority of students don't alter
their political attitudes after encountering content on social media. They typically just do the
following: View, Like or Share posts. A limited number of respondents said that they were
directly influenced by social media in their political decision-making. This is a clear
indication of a mismatch between awareness and behaviour: Social media has made people
more aware of the issue, but has not strongly influenced their political decisions.
The second one is to do with students' sense of algorithms and information assessment. The
majority of respondents do not have a clear understanding of the technical functioning of the
social media algorithms. They can even still see how they affect them, like if they see the
same type of posts or political content come up on their feed often.

Students describe the patterns in their feeds, yet do not understand the mechanisms creating
them. Students lack critical analytical skills for working with political information. Some
students check the news from a trusted source, while others don't generally check
information. This demonstrates that several respondents are developing digital literacy and
critical engagement in relation to the third research objective, which is the awareness of
algorithmic influence.

This study took place in a small-town setting in the Golaghat area to contribute to the topic
from the local perspective. The findings show that youth still use algorithm-driven content
and are passively exposed to algorithm-driven content. There's also importance to offline
communication. Traditional sources are not completely replaced by social media. TV news,
friends and family are continuing to be important sources of information.

This shows that there is a mix of algorithmic systems as well as social contexts that shape the
political sensibility of the youth. The study indicates that social media algorithms have a
significant impact on political awareness among undergraduate students, as they lead to a
higher exposure to political information passively and repetitively. Social Media can make
political issues more visible and stimulate interest in voting, but it does not necessarily lead to
greater understanding or to strong political decision-making. Algorithmic influence is evident
in students' everyday use of social media platforms, but they have primarily learned how
social media works through personal experience, not necessarily through a technical grasp of
the processes.

6.2 Conclusion

The purpose of the present study was to determine the impact of social media algorithms on
political awareness among the undergraduate students in Golaghat, Assam, with an attempt to
know about the political content they see every day in a highly digitalised society. The
research found that social media platforms are becoming a vital area through which students
regularly get political information, even when not actively seeking it. Political awareness,
however, is not only a product of information on purpose; it also has to be a product of
continued, background exposure to information that is algorithmically selected.

While few students could describe technically how algorithms function, they were all aware
that platforms display certain kinds of content more often than others, that they promote some
political advertisements over others, and that they react to what they have seen. They know
they are being recommended content, but they don't fully understand what data-driven
processes are. Although individuals may rely on personal judgment to assess credibility and
tend to trust established media sources and detailed videos more than memes or sensational
content, this does not necessarily indicate that they engage in systematic fact-checking.

The overall results of the study show that social media algorithms have a dramatic yet subtle
effect on the awareness of youth in politics. They're very visible in politics, they are part and
parcel of everyday digital life, but they also narrow the number of points of view, encourage
shallow involvement and increase the number of users who know only part of what's
happening in their feeds. Algorithmic influence is therefore largely invisible, but very
present, in the sense that the awareness of politics in the digital age has become increasingly
formed at the intersection of personal media practice, platform design and social conditions.