Abstract

This study explores how social media has shaped youth political engagement in Tunisia from 2017 to 2024, following a decade of democratic transition. Using a political-communication framework, the research analyzed data from social-media usage surveys (n = 4,200), digital-analytics data from Facebook, Twitter, and TikTok, and interviews with 45 youth activists, journalists, and political-party communication officers. The study examined relationships between social-media exposure, political participation, mobilization, and trust in democratic institutions. Findings reveal that social media significantly increased political awareness and participation among youth, with 72% of respondents reporting exposure to political content at least once daily. Content analysis showed that issue-based campaigns—such as unemployment, corruption, and gender equality—drove higher engagement than party-affiliated messaging. Regression analysis demonstrated a strong positive relationship between social-media usage intensity and political participation (p < 0.01), particularly in online discussions, protests, and voter turnout. However, challenges such as misinformation, political polarization, and declining trust in traditional media limited the quality of engagement. The study also found that digital activism offered alternative spaces for marginalized youth to express political opinions but remained uneven across gender and socioeconomic categories. Recommendations include implementing national digital-literacy programs, enhancing youth-focused civic education, regulating political advertising transparency, and promoting constructive online dialogue. The study concludes that social media has become a central driver of youth political engagement in Tunisia, with transformative but complex implications for democratic consolidation.