How content-format affects engagement with political content among Generation Z and millennials on twitter

Abstract

The political power of younger generations (millennials and Gen-Z) is rapidly growing, meaning that political actors will have to learn how to communicate with these potential voters and activists through their native communication channels: social media. Informed by previous scholarship with online pathways to political participation an d media richness theory, the present study examines how one aspect of social media communication, post format, affects how these young generations evaluate and engage with political social media content.