RT Journal Article
T1 Fostering Youth Trust in the European Commission: Communication on Social Media as a Key Strategy
A1 Moreno-Cabanillas, Andrea
A1 Castillo-Esparcia, Antonio
A1 Serna-Ortega, Álvaro
K1 Unión Europea - Medios de comunidación
AB For the long‐term viability of the EU’s democratic system, it is crucial to develop communication strategiesaimed at enhancing young citizens’ trust in its institutions, with social media playing a key role. This study isstructured around two general objectives: (1) to examine youth political trust in the European Commissionand its connection to various potential micro‐ and macro‐determinants, and (2) to explore the categories ofsocial media communication that young citizens perceive as potentially contributing to increasing politicaltrust in the institution. Using a quantitative approach, data are collected from 𝑁����������������� = 470 individuals (aged 18to 26) from Germany, France, Italy, Spain, and Poland. Statistical analyses included binary logistic regressionmodels, ordinal regressions, Kruskal‐Wallis tests, and Dunn’s post‐hoc tests. Results indicate thatsocioeconomic status, employment status, and education are positively related to trust in the institution,while perceptions of the possibility of citizen participation and economic performance also exhibit a positiveassociation. Among social media communication categories, input‐seeking and dialogue‐based approachesshow the greatest perceived potential, both among young citizens who distrust the Commission and thosewho trust it. These findings provide valuable insights for designing social media communication strategiesaimed at strengthening political trust in the institution, from the perspective of audience targeting andcontent strategy.
PB Cogitatio
YR 2025
FD 2025
LK https://hdl.handle.net/10630/41223
UL https://hdl.handle.net/10630/41223
LA eng
NO Moreno-Cabanillas, A., Castillo-Esparcia, A., & Serna-Ortega, Á. (2025). Fostering Youth Trust in the European Commission: Communication on Social Media as a Key Strategy. Media and Communication, 13. https://doi.org/10.17645/mac.10352
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026