“I liked that post” Exploring the effect of social media and political figures

Abstract

Social media has been a catalysis for political change across the globe. However, despite its widespread use in Singapore, social media has yet to bring about any sort of political change. This study examines the relationship between local politicians’ use of Facebook and their success in engaging the youths by asking why has politicians been unsuccessful in overcoming political apathy amongst youths. This study uses data from a survey of 104 youths, existing Institute of Policy Studies data, and observing politicians’ Facebook profiles. It is found that the deep-seated political apathy and the inability to provide youths with what they are interested in resulted in this failure. This study also analysed the types of posts that achieved a wider appeal; with findings reinforcing the notion that the electorate wants an opposition that is ideologically similar to the incumbent rather than drastic political change. This study is situated within the literature on political ideologies, social media, and opposition.