As the political wash up of the general election starts to fade and the new administration settles in, the results have revealed an intriguing trend: young voters are increasingly gravitating towards the extremes of the political spectrum.
According to YouGov, this general election saw 51% of 18-24-year-olds reject the two main political parties and instead choose to cast their vote on either end of the political spectrum. The Green Party received 18% of the vote and Reform UK received 9%, with the Liberal Democrats and ‘Other’ parties making up the rest of the youth vote. This shift is not just a UK phenomenon but reflects a broader pattern seen across Europe and the USA, indicating an ongoing, and growing, disillusionment with traditional politics among young people.
There is a plethora of reasons that can explain this, one being the impact media, and their use of social media, can have in exacerbating the genuine concerns young people have over topics like economic insecurity and housing, and fuels their general disillusionment with the ‘establishment’.
Modern media, especially social media platforms, play a pivotal role in amplifying extreme viewpoints. Algorithms designed to boost engagement often prioritise polarising content, creating echo chambers that reinforce radical ideas.
It would be an injustice to young people to claim their political issues are solely influenced by online platforms. We need to consider a reality in which social media is simply amplifying feelings that already exist. Young people in the UK are grappling with significant economic challenges, such as unaffordable housing, precarious job prospects, and stagnant wages, believed to be caused by immigration, have fostered a sense of disillusionment with both the Conservative and Labour parties. There is a dissatisfaction among young voters with mainstream politics, who perceive establishment politicians as out of touch with real life ‘common’ issues.
Platforms such as Instagram and TikTok make it easier for young voters to discover alternative political messages by using algorithms that highlight trending content and personalized recommendations. These platforms invigorate their opinions through engaging visuals and interactive features like comments and shares, creating a feedback loop that intensifies their political leanings.
Another argument is it is the leader of these extreme parties that pulls young people in. The rise of charismatic leaders like Reform UK Leader Nigel Farage contrasts sharply with the perception of "briefcase politicians" such as Keir Starmer and Rishi Sunak, who are often seen as detached from grassroots youth concerns.
Traits such as impulsivity and sensation-seeking can grow extreme political movements, and promising significant societal ‘reform’ is particularly appealing to younger audiences. Farage gained significant traction in this election by leveraging social media while speaking to the topics’ youth voters cared about. Farage presents himself a voice for the voiceless, using his social media presence to resonate with a young demographic, particularly working-class men. His ‘banter’ and online persona make him appear relatable, despite his privileged background, thus appealing to those who feel neglected by the traditional political elite.
The leader of the Liberal Democrats embodied a similar, albeit slightly different approach. Instead of portraying himself as the everyday man, Ed Davey engaged in several light-hearted activities (from falling off a paddleboard to bungee jumping and going down a waterslide), designed to show him as a politician unafraid of poking fun at himself. He was probably the one politician who looked as though he was enjoying the election campaign. By embracing the risk of embarrassment, Ed Davey and the Lib Dems increased their 2019 result by 61 seats.
But it’s all very well and good to appeal to younger voters through social media, it’s ensuring they turn up at the ballot box that is the difficult part. Turnout is around 30 points lower for GenZ voters than those 50 years and older – engaging with political content online isn’t enough, it’s the vote that counts.
Looking to the future, where we may live in a world that sees the voting age lowered 16, we could very much witness an anomalous political landscape where the make-up of our parliament, and those oversees, are very different to how they are now. This shift means political parties, especially those on the left, must consider how they engage with young people who are increasingly moving further to the right. It’s also imperative they find ways to encourage voters to exercise their democratic rights and have their votes counted.
Considering the UK has had the lowest turnout of 59.8% since 2005, it is essential for major political parties to address youth concerns genuinely. By doing so, they can bridge ideological divides and foster a more inclusive and representative political landscape.