ABSTRACT
This chapter explores the transformative impact of social media journalism on political education and participation among young audiences in Austria. It analyses how platforms such as TikTok and Instagram are reshaping journalistic practices, emphasising the tension between traditional journalism's commitment to depth and the demand for brevity characteristic of social media. Through a content analysis of Austrian social media channels and expert interviews with journalists actively engaged in these platforms, the study reveals how established media adapt their strategies to effectively engage younger audiences while navigating the commercial pressures inherent in attention-driven environments. The findings underscore the dual role of social media journalism: it serves as a tool for enhancing political participation among youth while simultaneously raising concerns about the potential compromise of journalistic integrity. Moreover, the chapter discusses the implications of these adaptive practices for the future of journalism. Ultimately, it calls for further research into the long-term effects of social media on public discourse and the evolving role of journalism in fostering informed citizenry in an increasingly digital landscape.
