Social Media Exposure and College Students' Perceptions of the Military at UMass Amherst.

Presenter: Julia Walton

Faculty Sponsor: Brenda K. Bushouse

School: UMass Amherst

Research Area: Public Policy

Session: Poster Session 1, 10:30 AM - 11:15 AM, Auditorium, A55

ABSTRACT

Public support for military action is essential in a democratic society. However, we increasingly learn about military action through social media platforms such as TikTok, Instagram, YouTube, X, and many others. Despite this, we know little about the effects of how social media posts influence perceptions of the U.S. military and support for military action. Social media users circulate military-related content ranging from personal stories to recruitment messaging and commentary on global conflicts, which may include violent content. This type of exposure represents a radical departure from traditional news media reporting. This study examines whether exposure to military content on social media is associated with college students’ trust in the military and support for intervention. The study is based on a survey of undergraduate students at the University of Massachusetts Amherst that measures (1) the frequency of exposure to military content, (2) trust in the military, and (3) support for intervention abroad, while controlling for differences in political ideology and family military history. Quantitative analyses assess whether greater exposure corresponds with differences in attitudes. The findings will contribute to debates about digital media, civil–military relations, and public opinion on foreign policy.  The practical implications of the findings may inform discussions about media literacy and the military’s presence in digital spaces.