The Face of Social Networking: The Political Potential of Facebook and its Impact on Traditional Methods of Civic Engagement

Abstract

This thesis explores the role of social networking, specifically Facebook, in the civic participation practices of young adults in the United States. Beginning with an examination of Facebook and its primary applications, the author explores how young adults might use the website to actively engage in civic and political life. Within the literature review and theoretical framework, the project's three core concepts are introduced including: political socialization, civic engagement and active participation. Coupled with a brief introduction of social capital development and the history or patterns of young adults' mobilization in the United States, this sets the stage for the content and survey analysis. A survey was conducted of young adults' Facebook use and interest/engagement (both on- and offline) in political and civic affairs. Through an OLS regression model, the thesis demonstrated that those who are high Facebook users, are likely to participate if asked, interested in political/civic life, and active in their civic engagement practices offline are also likely to participate in similar practices online, on Facebook. Meanwhile, the content analysis reviewed a number of different wall posts of candidates and social issue groups on Facebook in order to best determine the overall tone and topics of discussion, in addition to the level of interactivity. It was found that discussions occurring in this capacity on the website were positive or neutral, offered personal opinions, talked about relevant issues or policy and offered suggestions for the group or candidate. On the other hand, discussions were not overly interactive and did not readily consist of advertisements for products, events, fundraisers or election news. Such results, especially when explored in light of the project's core concepts of political socialization, civic engagement and active participation, serve to paint an initial picture of the political potential of Facebook. These findings are a positive start to better understanding who might use the political tools available on social networking websites and how they are being implemented to connect the individual to the political/civic world around them.