(Dis)connecting with Youth: How MP Discourse Addresses Young People on Social Media Platforms

Young people are often marginalized in mainstream political discourse, frequently reduced to narrow stereotypes—either criticized for their low electoral turnout or labeled as overly radical when engaging in activism, as evidenced by the backlash faced by activists like Greta Thunberg and X González. Young people, despite being subject to reductive portrayals, are an heterogeneous group actively involved in political activities that go beyond conventional electoral practices. They are particularly visible in social media, which serve as both platforms for engagement and sources of information. While social media platforms like X (formerly Twitter) have become key tools for political parties to engage with the public, it remains unclear how effectively these efforts resonate with young people. Do MPs connect with young people on social media platforms, or do their communications overlook the complexity and diversity of young citizens? This study examines 62,000 official tweets from 79 federal members of parliament (MPs) in Switzerland during 2022 to analyze how topics related to youth are framed. It aims to explore how MPs engage with young people in their communication, investigating whether their narratives reflect the diversity and complexity of youth populations or perpetuate reductive stereotypes. By examining the alignment—or misalignment—between political communication and young people's perspectives, the study sheds light on issues of youth agency and the representation of youth-oriented themes in digital political discourse.