2026-06-01T23:56:00Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/412232026-02-03T11:20:28Zcom_10630_2254col_10630_37953
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Moreno-Cabanillas, Andrea
author
Castillo-Esparcia, Antonio
author
Serna-Ortega, Álvaro
2025-12-18T11:40:03Z
2025-12-18T11:40:03Z
2025
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
https://hdl.handle.net/10630/41223
10.17645/mac.i496
For the long‐term viability of the EU’s democratic system, it is crucial to develop communication strategies
aimed at enhancing young citizens’ trust in its institutions, with social media playing a key role. This study is
structured around two general objectives: (1) to examine youth political trust in the European Commission
and its connection to various potential micro‐ and macro‐determinants, and (2) to explore the categories of
social media communication that young citizens perceive as potentially contributing to increasing political
trust in the institution. Using a quantitative approach, data are collected from 𝑁����������������� = 470 individuals (aged 18
to 26) from Germany, France, Italy, Spain, and Poland. Statistical analyses included binary logistic regression
models, ordinal regressions, Kruskal‐Wallis tests, and Dunn’s post‐hoc tests. Results indicate that
socioeconomic 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 positive
association. Among social media communication categories, input‐seeking and dialogue‐based approaches
show the greatest perceived potential, both among young citizens who distrust the Commission and those
who trust it. These findings provide valuable insights for designing social media communication strategies
aimed at strengthening political trust in the institution, from the perspective of audience targeting and
content strategy.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Unión Europea - Medios de comunidación
Fostering Youth Trust in the European Commission: Communication on Social Media as a Key Strategy
journal article
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MaC 13 - Fostering Youth Trust in the European Commission_ Communication on Social Media as a Key Strategy(3).pdf