Electoral activity of young people in the Don region in sociological perspective

Abstract

Introduction. In modern conditions of digital transformation of socio-political processes and modernization of electoral systems, the study of youth electoral activity is an urgent scientific task. The younger generation, being the bearer, in fact, of post-materialistic values and an active user of digital technologies, forms qualitatively new models of political participation, informational behavior and electoral preferences. Of particular importance is the study of the regional specifics of youth electoral activity in the context of nationwide trends in political development. Purpose. Comprehensive analysis of the main characteristics and the determinant of the electoral activity of the youth of the Don region, the identification of specific features of political participation and information behavior of student youth in the context of digitalization of the electoral process. Methods. The empirical basis of the study was a mass sociological survey among 1,356 students from six leading universities in the Rostov region, conducted by online questionnaire in April 2025. The author of the study also used the following data collection methods in addition to the conducted research: analysis of scientific literature and analytical reports, review of content in the media and official sources. Results. An abnormally high level of electoral involvement of the Don youth was revealed: 80% of respondents have experience participating in election campaigns at various levels, 83% declare their intention to participate in the upcoming regional gubernatorial elections. A fundamental transformation of the structure of media consumption of political information has been recorded: digital platforms (Internet, social networks, messengers) are the dominant sources, while less than 18% of respondents use traditional media. Unconditional support for the digitalization of the electoral system has been established (85%), while optimistic attitudes prevail (89%). Significant regional differentiation of electoral behavior has been revealed depending on the place of residence, specialization and socio-demographic characteristics. Conclusions. The youth of the Don region demonstrate a qualitatively new model of electoral participation, characterized by a high level of political activity with a fundamental change in patterns of information behavior and media consumption. The results obtained confirm the hypothesis of the need for a systematic adaptation of the electoral system to the needs and preferences of the digital generation, as well as a review of political communication strategies in electoral processes.