Especially in the European Union, the inclusion of children and young people is very important. There are many initiatives, think tanks, platforms or networks that work to make politics or democracy accessible to children and young people. But if there are so many initiatives, why do we still have the problem described at the beginning? It seems as if the platforms are there, but unfortunately the information and communication does not (yet) reach the masses. This gives me the impression that perhaps the wrong communication channels are being used and that there is still more potential to reach children and young people more directly.
Bayrischer Rundfunk: Instagram Channel “news_wg”
News-WG is a information format of the Bavarian Broadcasting Corporation on Instagram. It is a platform where young people can receive information about current political issues and events in Bavaria and Germany. The format leverages the popularity of Instagram to reach a young target audience and strengthen their political awareness. Its goal is to inspire young people for political issues and help them form their opinions and beliefs. News-WG provides a platform for young people to share and discuss their opinions and thoughts on current issues. The format is an example of how traditional media can expand and enhance their content and target audience through the use of social media. It shows the importance of reaching out to young people and giving them the opportunity to form and discuss their opinions and beliefs.
The News-Wg now has over 150,000 followers and has written almost 1300 articles to date. Probably not only the simple explanations but also the direct way of communicating with the followers are the recipe for the success of this political instagram-channel.
“Der Erfolg unseres Accounts macht deutlich: Junge Leute suchen auf Instagram nicht nur Oberflächliches. Sie haben wirklich Lust auf informative Inhalte.”
News-WG-Host Helene Reiner
“Young people have always been very political,” says Martin Fuchs, who advises governments on digital communication and monitors what is happening in social media. “Political and social debates don’t pass by even those who usually give make-up tips.” Moreover, working as an influencer also allows one to develop oneself.
His definition of being an influencer is not limited to the role of being an advertiser: “These are people who have built up a reputation and a community online, use this value to present themselves and then make influence visible in social issues, but also in the commercial sphere.”
Digital opinion leaders communicate informally and far away from organisations, which makes them appear more credible. Their potential is built on personality and proximity. Because they spend their time where young people spend their time: on the net. Especially with participation formats in which the community can ask politicians questions, they enable active political participation of the younger generation.