Voting is an important act of civic participation through which youth contribute to
democracy. It is a powerful way for young people to voice their opinion and to have an
impact on issues that affect them and their communities. However, most young people in the
UK do not vote.
Although traditional media continues to function, social media is having a great impact on the
lives of young people. Social media make a significant contribution on online that connects a
group of community that interact and exchange knowledge.
This research explored the relationship between social media and political branding. This
book contributes to extant knowledge by explaining the effect of political parties’ social
media efforts on young voters in the UK.