Young digital strategists demand: Social media must become political!

Young digital strategists demand: Social media must become political!

Digital communication has been a hotly debated topic for years and is becoming increasingly relevant in political discourse. Especially in times of social media and constant networking, one might think that the establishment has recognized this. Yet many politicians appear to continue circling their own bubbles rather than using digital reach effectively. The Daily Mirror reports on Adrian Schimmelpfennig, an emerging expert in this field.

The only 23-year-old Schimmelpfennig, who initiated the first digital election campaign for SPD state parliament member Martin Rivoir in 2021, now heads the company “Zeitgeist-Politics”. The goal of his company is clear: to train politicians in the art of social media communication. Particularly noteworthy is the fact that he acquired his knowledge self-taught, using online resources and AI. Many politicians also misunderstand their channels, which often seem more like newsletters for party friends instead of addressing broad target groups.

Generation Z in focus

Schimmelpfennig, who also accompanied Sahra Wagenknecht's digital appearances in the federal election campaign, is confronted with an urgent problem: the digital world has an enormous influence on the younger generations, especially on Generation Z and Alpha. One Schimmelpfennig website highlights that this generation suffers from high psychological stress, which is reflected in an increase in depression and digital addictions. Toxic consumption of social media is a central trigger of this problem.

Parents and schools often find themselves overwhelmed when it comes to understanding their children's online behavior. Schimmelpfennig therefore launched the “Parent Media Academy”. This project offers parents, schools and communities support to accompany children in the digital world. The aim is for those responsible to develop a better understanding of their children's online world and to help them deal with it more safely.

The role of social media

Access to social media is a given for many young people today. A study by the Media Education Research Association (JIM 2022) shows that 94% of 12 to 13 year olds already own a smartphone, and 95% of 14 to 15 year olds use the internet every day. The most popular social media include Instagram, TikTok and YouTube, which are used not only for communication but also for finding identity. The Federal Agency for Civic Education reports that social media both provides orientation and reduces perceived loneliness.

However, using such platforms also carries risks. The ready availability of content and the pressure to “perform” can lead to risky behavior, which many young people are not always aware of. What's more, it's alarming that around 9% of 9- to 16-year-olds said they were tricked into engaging in risky behavior online.

A call for change

Adrian Schimmelpfennig not only criticizes politicians who are lagging behind in digital communication, but also warns about the weakening of the political center and the influence of large US tech companies on public discourse. He is vehemently committed to establishing European platforms and start-ups that correspond to Europe's values.

Although parliamentary parties like the AfD use social media effectively to increase their reach, the question remains whether the same applies to everyone else. The AfD's success in online communication illustrates how important it is to open up digital channels for other political movements.

While Schimmelpfennig's election campaign was a complete success, it remains to be seen how digital communication will develop in the future. It is up to him to prepare the next generation of political consultants for the challenges of the digital world.