Digital Political Engagement: The Convergence of Politainment and Social Media Campaigns Among Tamil Nadu’s Youth

Author(s)	Mr. Vignesh R, Dr. Mary Genila X
Country	India
Abstract	In the contemporary political landscape, the rise of politainment—the fusion of politics and entertainment—has been accelerated by social media platforms, significantly shaping how young voters engage with politics. This study examines how young, first-time voters' political awareness, views, and voting behaviour are affected by politainment fuelled by social media This study examines how young, first-time voters' political awareness, views, and voting behaviour are affected by politainment fuelled by social media. This study examines the impact of political memes, trolls, and viral content on electoral outcomes and democratic engagement through qualitative focus group discussions.
Keywords	politainment, digital politics, young voters, social media
Field	Sociology > Journalism / Media
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.50169
Short DOI	https://doi.org/g9s9dv

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