WHEN YOUNG PEOPLE TAKE THE FLOOR – A Generational Shift in Political Communication
An international conference hosted by the Youth Research Institute on December 8, 2025 at the MCC Budapest Centre.
The invited distinguished experts discussed young people’s ambivalent relationship with politics: it appears that, on the one hand, they are turning away from traditional institutions and formal political processes, while on the other, they can be mobilised more easily than ever around global causes. The discussions sought to answer what trends can be observed worldwide, what values young people in Hungary and overseas are committing themselves to, and what role social media plays in all this.
Before the two international and one Hungarian expert panels, Georgina Kiss-Kozma, Deputy Director of the Youth Research Institute, presented findings from our latest research, which together outline a picture of a youth generation interested in public affairs. According to the data, 80% of those aged 15–39 regularly consume political content, primarily on Facebook, YouTube, news portals and TikTok. She emphasised that platform use is strongly age-dependent, and that a deeper understanding of young people’s map of problems is essential if we are to interpret their political behaviour reliably.
International trends and young people’s political participation
Panellists:
• Jennie Bristow, Reader in Sociology (Canterbury Christ Church University, UK)
• Brent Buchanan, President and Founder (Cygnal, USA)
• Jay Richards, Director (Richard and Helen DeVos Centre for Human Flourishing, The Heritage Foundation, USA)
• Moderator: Szabolcs Janik, Research Fellow (MCC – Center for Political Science)
According to Richards, technological change and social media are fundamentally reshaping young people’s political participation: they spend more time consuming political news, yet this translates less into traditional forms of engagement. Buchanan highlighted that young people have always been interested in politics, but today, due to economic and social crises, this interest has become more active; in his view, uncovering the emotional drivers of political participation is crucial. Bristow warned against over-drawing generational boundaries and stressed that young people must not be treated as a homogeneous group.
The panel agreed that social media has not, in fact, solved the problem of political disengagement: Richards drew attention to the consequences of the loss of trust during the Covid crisis; Buchanan warned against the illusion of TikTok’s “social” character; and Bristow emphasised the need for genuine offline dialogue rather than relying on the online sphere. Regarding influencers, Richards pointed to the duality of “extreme scepticism – extreme credulity”, while Buchanan used the example of Donald Trump’s communication to illustrate how controlled speaking situations can be highly effective. Bristow stressed that young people’s political guidance cannot be entrusted to influencers; what is needed is to genuinely listen to them and initiate substantive conversations.
On political communication, Buchanan emphasised the importance of authenticity rather than age, while Richards warned that the professional command and use of media formats has become a decisive factor in shaping voting behaviour and public opinion. Looking to the future, Richards urged a deeper examination of religious attitudes and noted that religiosity can not only fuel political extremism but also restrain it. Bristow argued for the need for high-quality journalism, while Buchanan stressed that young people seek not more information but genuine dialogue.
Authentic communication in the age of AI
Panellists:
• Georgina Kiss-Kozma, Deputy Director (Youth Research Institute)
• Fleur Elizabeth Meston, Presenter (Bombshells podcast)
• Chaya Raichik, Founder (Libs of TikTok)
• Moderator: Dániel Gyuriss, Researcher (MCC – Center for Political Science)
Drawing on her own media movement, Raichik demonstrated that messages on new media platforms reach more people than those transmitted through traditional electronic media. Meston and Kiss-Kozma highlighted that young people inevitably encounter political content in the online space, and that this is therefore where we should engage them. Concerning generational divides, Meston emphasised the diversity of opinions and the fragmentation of media environments. According to Kiss-Kozma, young people are no longer united by shared ideals but by the collective experience of uncertainty, whereas Raichik argued that the shared online experience of global “big moments” can also create a form of unity.
Regarding political communication, Raichik likewise maintained that young people must be reached in the online sphere. Meston illustrated with British examples how the short-video format can successfully promote political figures, while Kiss-Kozma, drawing on research, emphasised the primacy of authenticity. On young people’s political concerns, Raichik identified the housing crisis and the economic effects of illegal immigration as key issues. Meston argued that each young generation is guided by two fundamental questions: that of quality of life and that of life’s meaning. Kiss-Kozma highlighted environmental protection, future prospects, mental health and the dilemmas surrounding starting a family. The panel agreed that direct personal effects exert a powerful influence on young people’s political participation, and that the family remains, for them, a primary source of reliable information and a fundamental value.
Political attitudes of Hungarian youth and societal responses
Participants:
• Ágoston Sámuel Mráz, CEO (Nézőpont Institute)
• Péter Pillók, Research Institute Director (Századvég Research Centre)
• Andrea Szabó, Deputy Director (ELTE Centre for Social Sciences, Institute for Political Science)
• Levente Székely, Director (Youth Research Institute)
• Moderator: Miklós Bálint Tóth, Research Teacher (MCC – Centre for Political Science)
Citing research data, Mráz stated that Hungarian young people are less concerned about inflation and the war in Ukraine, while they are strongly preoccupied with establishing a home. Székely emphasised that global issues such as climate change also appear prominently on their mental map, yet young people perceive uncertainty and questions of personal livelihood as the real problems. Regarding political mobilisation, Mráz pointed out that young people are mostly critical of the government, though this does not translate into a high willingness to vote. In his view, the personal nature and authenticity of communication — as well as visual elements — play a decisive role. He noted that governing parties have for some time been applying new youth-targeted strategies in the current election campaign.
Pillók argued that reaching young people is difficult both politically and in research terms; because of the information bubble effect of the online space, genuine feedback is scarce and a strong generational divide is evident. Referring to recent research by the Youth Research Institute, Székely highlighted that young people are not necessarily attracted to politicians by their youthfulness, but by their knowledge and experience. He added that online and offline presence mutually legitimise one another. According to Andrea Szabó, offline and online activism are not equivalent, including in terms of willingness to vote. She stressed the need for respectful and authentic communication with young people.
In closing, all panel participants emphasised that young people’s interest in public affairs is increasing, though its impact on elections remains uncertain. They agreed that meaningful engagement with young people on political issues can only succeed through a partnership-based and respectful approach.
