Maratova, Diana2024-06-052024-06-052024-05-02Maratova, D. (2024). Passive and active engagement with political content on social media: a participant observation study. Nazarbayev University School of Sciences and Humanitieshttp://nur.nu.edu.kz/handle/123456789/7759The role of social media in shaping public perception, particularly in the realm of politics, has become increasingly significant. This study explores the impact of social media on individuals' perceptions of politics, focusing on the context of Kazakhstan and answering the main question: "How does social media influence the perception of politics?" The study heavily relies on digital ethnography, more precisely passive and active observation of Instagram and Telegram, as well as in-depth interviews. The transition from observation to interviews allowed for a deeper exploration of individual perceptions and behaviors. The findings identified that knowledge production and dissemination in social media play an important role in influencing people’s perceptions. The results of the study showed two distinct categories of social media users: active observers exhibit a strong interest in politics, actively seeking out information from various sources and critically evaluating it, and are more likely to be influenced by well-articulated arguments supported by expertise, evidence, and examples, while passive observers rely on posts that appear in their feed and may be more susceptible to one-sided narratives due to their lower level of engagement and critical thinking skills. Moreover, external influences, such as social media influencers (SMIs) and online groups, play a significant role in shaping political perceptions, with followers often swayed by their authority and persuasive communication strategies. This thesis contributes to the ongoing discourse on the transformative influence of social media on political perception. By exploring the nuanced dynamics within digital communities, the study provides valuable insights into the evolving landscape of information dissemination and its implications for the formation of public opinion in contemporary society.enAttribution-NonCommercial-ShareAlike 3.0 United StatesType of access: Open accessSocial medialevel of engagementactive observerspassive observerssocial media influencersMaster's thesis