Youth and political trust in the European Parliament: the potential of social media communication
- Andrea Moreno-Cabanillas University of Alicante https://orcid.org/0000-0002-1169-1607
- Álvaro Serna-Ortega University of Malaga https://orcid.org/0000-0001-5374-4722
- Ana Almansa-Martínez University of Malaga https://orcid.org/0000-0003-0256-6369
Abstract
The crisis of political trust among young citizens in the institutions of the European Union is one of the main challenges that must be addressed in order to guarantee the future legitimacy of the EU project. This research aims to find solutions to this problem through communication on social media and has two objectives: to analyze the influence of sociodemographic variables on young citizens' political trust in the European Parliament and to identify the types of communication on the European Parliament's social media that they perceive as having the greatest potential to improve political trust in the institution. The study adopts a quantitative methodological approach. Data collection includes N=470 questionnaires completed by young citizens aged 18 to 26 living in Germany, France, Italy, Spain, and Poland. The data analysis is carried out using statistical procedures such as descriptive analyses, a binary logistic regression model, an analysis of the model's B regression coefficients, an ordinal regression, a Kruskal-Wallis test, and a Dunn post-hoc test with Bonferroni correction. The results indicate that the influential sociodemographic variables are socioeconomic status, employment status, and educational level. In addition, it is observed that the types of social media communications with the greatest perceived potential are those that involve bidirectionality. These findings are useful for designing communication strategies on the European Parliament's social media aimed at improving its trust among European youth, both in terms of audience and content.
Author Biographies
Profesora Ayudante Doctora del Departamento de Comunicación y Psicología Social de la Universidad de Alicante. Doctora en Comunicación de las Universidades de Cádiz, Huelva, Málaga y Sevilla. Graduada en Publicidad y Relaciones Públicas y con Máster en Formación del Profesorado de Educación Secundaria y FP por la Universidad de Murcia. Autora de más de cien comunicaciones. Miembro del Proyecto de Investigación «Lobby y Comunicación», financiado por el Programa Estatal de I+D+i (CSO2016-79357-R). Investigación centrada en los grupos de interés, lobbies en la Unión Europea, con estancia de investigación financiada en Universidade de São Paulo (Brasil), RMIT University (Australia) y UABCS (México). ORCID: https://orcid.org/0000-0002-1169-1607
Personal investigador en formación (FPU) en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Málaga. Investigador en el Proyecto de Investigación «Lobby y Comunicación», financiado por el Programa Estatal de I+D+i (CSO2016-79357-R). Doctorando del programa de Doctorado Interuniversitario en Comunicación de las Universidades de Cádiz, Huelva, Málaga y Sevilla en la línea de Publicidad y Relaciones Públicas. Graduado en Publicidad y Relaciones Públicas y Máster en Dirección Estratégica e Innovación en Comunicación. Autor de más de 40 publicaciones académicas. Sus líneas de investigación se centran en la comunicación política, las relaciones internacionales y la comunicación organizacional. ORCID: https://orcid.org/0000-0001-5374-4722
Profesora Titular de Universidad, adscrita al Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Málaga. Imparte docencia en grado y posgrados sobre Gabinetes de Comunicación, Relaciones Públicas y Comunicación Política, así como las aportaciones de las TIC a la dirección y gestión de la comunicación en las organizaciones. Investigadora principal del proyecto de investigación «Lobby y Comunicación» financiado por el Programa Estatal de I+D+i (CSO2016-79357-R). Editora de la Revista Internacional de Relaciones Públicas. Coordinadora del Doctorado Interuniversitario de Comunicación en la Universidad de Málaga. ORCID: https://orcid.org/0000-0003-0256-6369
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