In recent years, we've observed significant ideological shifts among young Spaniards. These changes, which affect men and women differently, include a growing concern for climate change and feminism, as well as a greater disengagement from politics and the spread of hate speech and far-right ideas. These developments show the need to understand how young people are politically shaped and how they develop their ideas, values, and perceptions. Our project will examine the political socialization of young people by analyzing how the internet and social media have transformed the role of traditional media and how these new platforms influence these processes. 

A visual representation of the ideological changes according to gender.

In this new media landscape, social media content creators (YouTubers, TikTokers, and influencers) have become key players. In fact, 91% of young Spaniards aged 16-24 follow at least one YouTuber or video blogger. These creators don't just talk about video games and clothing; they also spread political ideas by discussing topics like taxes, political institutions, and feminism, effectively acting as ideological intermediaries.

A large-scale analysis of ideological self-placement among young Spaniards from 2015 to 2023 reveals a significant and widening ideological divide where young men have consistently shifted towards the right, while young women have moved in the opposite direction.

PROJECT GOALS

The project focuses on studying how influencers address and communicate discourses around four major issues of social and political relevance:

GENDER EQUALITY

The ideological divergence between young men and women is one of the main current sociological concerns. This gap is reflected in differentiated patterns of digital news consumption and participation in digital spheres that show little convergence (Cordero et al, 2025; Anduiza & Rico, 2024; Boneta et al. , 2023).

DEMOCRATIC INSTITUTIONS

Trust in institutions is at historic low among young people (ICCS, 2022). Young people do not feel represented by political parties, and preferences for non-democratic regimes are also on the rise within this group (Gen Z: Trends, Truth and Trust, 2025).

 

CLIMATE CHANGE

Climate change is emerging as one of the main concerns among young people, who assume they will have to face the consequences of a long-term enviromental crisis (Knupfer et al., 2023; Stavriankis et al., 2025; Anneser et al., 2024). This perception has given rise to emotional social phenomena such as so-called eco-anxiety, reflecting the impact of the climate crisis on their expectations for the future.

WELFARE STATE

Among young people, there is a growing dominance of economic discourses critical of taxation. Many do not clearly perceive the benefits of being part of a welfare state, which contributes to a more skeptical view of the system (Oliva et al., 2024; Instituto de Estudios Fiscales, 2024; Calzada & Del Pino, 2019).

By analyzing digital content and studying the perceptions of young audiences, the project seeks to understand what kinds of messages are being delivered, how they are interpreted, and what influence they have on young people's worldview. 

 
 

AN INNOVATIVE METHODOLOGY

INPOLITYOUNG combines advanced technological tools with traditional sociological methods to offer a comprehensive view of the phenomenon:

  • DIGITAL CONTENT ANALYSIS: The project examines the videos and posts of the 100 most influential Spanish-speaking YouTube creators. Using techniques such as sentiment analysis and unsupervised models (Topic Model Networks), it identifies dominant themes and the emotional tone of the messages.

  • YOUTH SURVEY: A questionnaire is administered to 1,000 young people aged 16 to 24 to understand their digital consumption habits and their levels of political awareness and engagement.

 

OUTCOMES

The study will map the narratives circulating on social media around these key issues, identify dominant ideological frames, and evaluate the extent to which influencers act as agents of political socialization. The research aims to provide outcomes in 4 specific areas:
 

  1. Knowledge and research: Obtain solid empirical evidence on the role of influencers in the political socialisation of young people in Spain, including their news consumption habits, how credible they find influencers, and the effects on their attitudes and political participation.​

    Produce academic publications and research reports that contribute to debates on digital political communication, youth and democracy.
     
  2. Impact on public policies
    Provide useful evidence for public institutions to redesign or adjust youth policies and institutional communication strategies aimed at young people.​

    From the start, include the concerns and needs of public and social actors through an advisory board with Ideograma, DGJ and CEO, so that the results are directly usable by public administrations, political parties, think tanks and NGOs.​
     
  3. Transfer and public outreach
    Prepare a report specifically aimed at non‑academic audiences that turns the results into practical recommendations for institutions, educators and youth organisations.​

    Carry out outreach actions (social media, newsletter, joint activities with partners, etc.) so that non‑academic partners act as “ambassadors” of the project and help bring its results to policymakers, professionals and the general public.​

 

WHY IS THIS PROJECT RELEVANT?

INPOLITYOUNG addresses an emerging and still under-researched phenomenon: the growing influence of digital creators in shaping civic attitudes. In a context marked by ideological shifts and a crisis of trust in institutions, understanding these new channels of influence is crucial for strengthening social cohesion and democratic participation. The project’s findings may prove vital for those designing public information campaigns, educational programs, or policy strategies aimed at younger generations.

In a context marked by ideological shifts and a crisis of trust in institutions, understanding these new channels of influence is crucial for strengthening social cohesion and democratic participation.