THE EFFECT OF SOCIAL MEDIA ON PUBLIC OPINION AND POLITICAL PARTICIPATION IN ELECTIONS IN THE CONTEXT OF MEDIA-POLITICAL RELATIONSHIP

Abstract

Many factors have an impact on the political preferences of individuals in society. Voters directly or indirectly experience the role of the media in determining their political preferences. Studies reveal that the media has a significant impact on the formation of individuals' thoughts, shaping their attitudes and determining their preferences. As in every field, the media has the power to influence individuals in shaping political preferences. The rapid spread of new media environments and especially the emergence of social media has begun to be used as an effective tool in the political field. Social media has shown that effective results can be achieved because it provides the opportunity to reach large masses instantly. The rapid spread and easy accessibility of social media platforms encourage politicians to use social media to reach voters and influence them in the way they want. It can be said that this effect is becoming more and more widespread in our country as it is seen in many countries. In this context, in this study, the role of social media in political participation was also examined in terms of media-politics relationship.