Digital mobilisation : social media strategies of Maltese political youth organisations and activist groups in the 2024 European Parliament and local council elections

Abstract

This dissertation examines how Maltese political youth organisations and activist groups used social media to organise, engage, and educate young voters before the 2024 European Parliament and Local Council elections. In the light of recent legislative revisions that reduced the voting and candidature age to 16, the study investigates how increased political involvement has shaped digital campaigning strategies. Employing a content analysis approach, the research analysed Facebook and Instagram posts from four organisations – Żgħażagħ Laburisti, Moviment Żgħażagħ Partit Nazzjonalista, Kollettiv Żgħażagħ EkoXellugin, and Moviment Graffitti – during the official campaign period between 1 May and 8 June 2024. Grounded in radical democratic theory, critical pedagogy, and media critique, the study evaluates how these groups aligned their messaging with principles of community-led democracy, mutualism, and counterhegemony. The findings reveal marked differences between traditional party youth groups and activist groups. While Żgħażagħ Laburisti and Moviment Żgħażagħ Partit Nazzjonalista focused on candidate promotion and top-down messaging, Moviment Graffitti adopted a grassroots strategy, stressing local issues and emotional engagement to foster critical awareness. Engagement rates, content formats, and thematic emphasis are compared across platforms to assess their effectiveness and alignment with democratic values. The study suggests that while social media presents enormous opportunities for young people to engage politically, its impact is shaped by content strategy, platform algorithms, and organisational intent. The findings carry broader implications for political communication in small-state democracies and offer practical recommendations for enhancing digital civic participation among young people.