Examining Social Media Use in Youthꞌs Political Participation in Homa Bay Sub-county

Abstract

The research aimed at examining how the youth in Homa Bay Sub County used social media to participate in politics. The study was done in Homa Bay Sub- County, which is part of Homa Bay County, and involved a sample of 385 youths and key informant interviews with 4 experts in this field. The study explored the factors that influenced the choice and use of digital media, the strategies and modes of political engagement, and the consequences of social media on the youth’s involvement in politics. The research was premised on the idea that social media facilitates political communication and participation, and had a general objective of evaluating how the youth in Homa Bay Sub- County interacted with their political leaders through social media. The scope was limited to the youth aged between 18 to 35 years who had access to internet platforms and had political opinions. The study indicated that the youth who were active online could express their views and engage their political leaders freely, and thus expand the democratic space in Kenya. However, the extent of social media use was determined by factors such as social media preferences and usage. The research used primary data and adopted a mixed-method research design, which integrated both qualitative and quantitative research approaches. The data was collected through semi – structured questionnaires and interviews targeting youths living in Homa bay Sub-County, and having access to social media platforms and political views. Content Validity Index was used to establish whether the questionnaires measured what they were intended to measure, justifying their ability to gather quantitative data from the sample of the target population. The quantitative data collected were analysed using descriptive and inferential statistics, while the qualitative data collected through open-ended questions underwent thematic analysis. The research concluded that the impact of social media on participatory politics was evident, and that its utilization in rural areas such as Homa Bay Sub-County was a new and emerging phenomenon that the youths used to voice their views and engage the political leaders. The research recommended that the county governments should increase their efforts to engage with the youths on social media. This should include promoting social media literacy, empowering the youths to navigate the digital landscape and promoting constant engagements with the youths via social media