The Influence of Commonly Used Social Media Platforms on Political Participation among Voters in Busega District, Tanzania

Purpose: The purpose of this study was to examine the influence of social media platforms on political participation among voters in Busega District, Tanzania. The study specifically analyzed the most utilized social media platforms for political engagement and their role in shaping political discourse and participation. Methodology: A qualitative research design was employed. Data were collected through in-depth interviews, focus group discussions, and content analysis. A total of 30 participants were purposively selected, including community leaders, social media influencers, politicians, and active voters. Thematic analysis was used to interpret the data. Findings: The study found that WhatsApp and Instagram were the most utilized social media platforms for political engagement, with 53.3% of participants preferring WhatsApp and 20% using Instagram. Facebook (16.7%) and X (formerly Twitter) alongside TikTok (10%) had relatively lower engagement levels. The findings indicated that social media enhances political participation by enabling real-time discussions, increasing political awareness, and facilitating voter mobilization. However, challenges such as misinformation, limited internet access, and financial constraints were identified as barriers to effective engagement. Contribution to Theory, Policy and Practice: The study contributes to digital democracy literature by highlighting the role of social media in fostering political participation in rural African settings. It recommends policy interventions to enhance digital infrastructure, regulate online political conduct, and combat misinformation. Political stakeholders are advised to strategically utilize WhatsApp and Instagram for voter education and mobilization to strengthen democratic engagement.