Digital Political Engagement: The Convergence of Politainment and Social Media Campaigns Among Tamil Nadu’s Youth

Abstract
In the contemporary political landscape, the rise of politainment—the fusion of politics and
entertainment—has been accelerated by social media platforms, significantly shaping how young voters
engage with politics. This study examines how young, first-time voters' political awareness, views, and
voting behaviour are affected by politainment fuelled by social media This study examines how young,
first-time voters' political awareness, views, and voting behaviour are affected by politainment fuelled
by social media. This study examines the impact of political memes, trolls, and viral content on electoral
outcomes and democratic engagement through qualitative focus group discussions.