The 2024 European elections mark a turning point: could social media finally solve the challenge of voter abstention? A crucial question that raises major issues for citizen participation.
A challenge of mobilization
As the European elections on June 9, 2024, approach, the issue of voter participation remains a major concern. Despite various strategies, one in two French voters abstained during the 2019 European elections. According to a recent Eurobarometer survey, about 67% of French people say they are likely to vote, a slight increase. However, this mobilization remains insufficient, especially among young people and working-class groups.
The rise of social media in the electoral campaign
To address this lack of enthusiasm, many candidates are turning to social media to reach these hard-to-reach voters. For example, Jordan Bardella, the candidate from the National Rally, relies on his strong presence on TikTok and Instagram to capture the attention of first-time voters and younger generations.
Social media help to reduce the traditional barriers associated with political participation, such as time constraints or lack of specific knowledge. They provide a platform where voters can inform themselves and engage more flexibly and informally.
The stakes of political democratization
According to the PEOPLE 2022 survey, almost one-third of those under 35 had consulted, shared, or commented on content related to the 2022 presidential election on social media. This trend is confirmed among young people, where social media plays a crucial role in political mobilization.
The results show that 36% of active users belong to working-class backgrounds, and 15% to intermediate professions. Social media thus seem to democratize access to political information for groups traditionally distant from politics.
The continuity between online and offline politicization
Despite growing use of social media for information, active political practices (likes, comments, shares) remain less frequent than passive practices (simple consultation). Online political activities often complement offline engagements.
- 47.1% of French people have consulted electoral content online.
- 28.2% have commented on content.
- 26.3% have shared content.
In contrast, 86.6% discussed the campaign offline, and 69.5% read leaflets. This complementarity demonstrates that online and offline political practices are interconnected.
Social media: a miracle solution?
An increased familiarity with politics via social media does not necessarily imply a rise in voter participation. Voting remains primarily motivated by factors such as previous voting experience and offline political engagement.
Political parties cannot afford to neglect traditional mobilization methods. Television, for example, remains a preferred source of information, particularly for older individuals. During the 2022 presidential elections, one in two French voters informed themselves through television.
Ultimately, despite their undeniable advantages, social media alone are not enough to curb abstention. Voter participation depends on multiple factors, and an approach combining new technologies and traditional methods seems to be the key to effectively mobilizing the electorate.
