Social Media and Political Disengagement Among Young Adults: A Moderated Mediation Model of Cynicism, Efficacy, and Social Media Use on Apathy

Abstract

To examine the role of social media use in the process of political disaffection, a web survey of young adults was conducted prior to the 2012 U.S. presidential election. Results showed that the positive relationship between cynicism and apathy was weaker for respondents who paid greater attention to social media for political information. Also, the indirect relationship between cynicism and apathy through external political efficacy was weaker for those who paid greater attention to social media for political information. We discuss implications for the role of social media in political disaffection.