The impact of social media on the political landscape

Mgr. Alexandre Dabrundashvili

Master's thesis

Abstract:

The thesis explores the evolution of social media platforms, their origination and development, and last but not least, their transformative influence on global societies, how it has altered political engagement, campaigning strategies, and voter behavior - through empirical analysis, including research of books, articles, interviews with political parties, and public opinion polls, the thesis investigates. Drawing parallels and distinctions between the political landscapes of the USA and Georgia, the study offers valuable insights into the varying dynamics of social media's impact on democracy and governance. By elucidating the mechanisms through which social media shapes political narratives, mobilizes citizen participation, strengthens activism, protest movements, and influences electoral outcomes. Besides, the research underscores and drafts ways for people to avoid disinformation in digital channels and not become victims of manipulation.

Keywords

Social Media, Politics, Digital Platforms, Social Media Platforms, Elections, Georgia, United States, Propaganda, Disinformation, Information, Political Campaigns, Parliamentary Elections, Facebook.

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2025

Thesis defence

• Date of defence: 9. 6. 2025
• Supervisor: doc. Giuseppe Maiello, Ph.D.
• Reader: doc. Dr. Mgr. Lukáš Novotný, M.A.

University of Finance and Administration

Master programme / field:
Marketing Communication / Marketing Communication