Strategies (Participation and Non-Participation) of Political Communication of Student Youth

Abstract

The article examines the features of political communication of modern student youth in the context of digital transformation of society. The purpose of the study is to identify the main strategies of political communication and the reasons that contribute to both political activity and conscious non-participation of students in the context of digital transformation of society. Based on the conducted study, which included a series of focus groups with young people and in-depth interviews with experts, the strategies of political communication of the younger generation were identified: participation and non-participation. Particular attention is paid to the phenomenon of conscious non-participation in traditional political processes, which is often mistakenly interpreted as a manifestation of apoliticality. The study demonstrates that modern students develop their own strategies for interacting with the political system, often giving preference to digital forms of civic activism. Thus, with formal non-participation in traditional political practices (elections, party activities), students demonstrate a high level of political reflection and actively use alternative channels of influence, mainly digital ones. It was found that non-participation strategies are differentiated and include three main forms: passive evasion, situational avoidance, and conscious protest absenteeism. At the same time, complex processes of political identity transformation are observed, combining elements of both participation and conscious distancing from formal political institutions. The results obtained allow us to take a new look at the nature of political communication of modern student youth, showing that external non-participation can hide deep political reflection and a search for alternative ways to influence social processes. The work contributes to the understanding of the evolution of behavior in the digital age and offers new approaches to the study of political communication of the younger generation.