Research Information System
Romaya Journal: Researches on Multidisciplinary Approaches, vol.2026, no.1, 2026 (Scopus)
This study explores how voters from different generations in Türkiye form their political preferences during election periods, focusing on the influence of traditional media, social media, and interpersonal communication. It revisits the Two-Step Flow of Communication theory in the context of digital transformation and evaluates its relevance in the social media era. The research employs a qualitative design based on semi-structured in-depth interviews with 24 participants, including three women and three men from each of four generations (Baby Boomers, Generation X, Generation Y and Generation Z). Generational categories were defined according to year of birth, and the data were analyzed through descriptive content analysis. The findings show that generational differences strongly shape media use and decision-making processes. Baby Boomers rely heavily on long-standing political commitments and family traditions. Generation X combines traditional media with selective use of digital platforms. Generations Y and Z depend more on social media, influential figures active on these platforms, and peer discussions, which highlights the growing role of online opinion leaders. While the Two-Step Flow theory still provides valuable insights, opinion leadership now extends beyond interpersonal networks to include digitally amplified figures such as influencers and content creators. The findings indicate the necessity of conceptually updating the theory to address the dynamics of digital communication, particularly among younger generations. Contemporary political communication is shaped by a complex flow of information, where the traditional role of opinion leaders persists among older cohorts but is increasingly replaced by digitally mediated interactions among younger ones.