An analysis of the impact of social media on rational voting behavior of generation Z

Developing Information and Communication Technologies have significantly changed lifestyle and many areas of life. As the new media has increased effect in intelligence, content producing etc., and network systems have become an integral part of life, we are witnessing accelerated flow of information. Individuals have started to quickly access all kinds of information their countries and across the world. All these developments are inevitably reflected in political life. As a matter of fact, political actors inevitably need to update and innovate their methods of reaching Generation Z. In particular, social media platforms have been actively used since the 2000s, and they have become one of the most important political communication channels for reaching Generation Z. This study explores the factors affecting the rational voting process of Generation Z using the qualitative research method, surveying to evaluate the findings. In addition to this method, the statistical data of the Supreme Electoral Institution were used to assess the participation of Generation Z in the Turkish Presidential and Parliamentary General Elections held in March 2023. Considering that Generation Z will be an important voter group in the next elections, it is essential to understand the characteristics of this electorate and to determine political communication strategies accordingly. In this regard, the research identifies the factors affecting the rational voting behavior of Generation Z, and within the framework of the findings, it provides a holistic perspective on the political communication strategies that political actors should follow in order to address Generation Z voters during and after elections. In conclusion, the research brings forward several suggestions for political actors to effectively use social media to affect and persuade Generation Z in their election strategies depending on the factors that affect their rational voting behavior.