How do Digital Divides Determine Social Media Users’ Aspirations to Influence Others?

Abstract

As the social media landscape has become a significant space for civic and political activity, it has created new opportunities for individuals to influence others’ opinions. Relying on survey data from Finland (N=3,724), this study focuses on motivation to influence online and identifies social media users who wish to express their opinions and persuade others. First, using factor analysis, we detect influential motivation to use social media. Second, we analyze how socio-demographic background, digital skills and interest in politics predict the probability of influential aspiration. Our findings show digital divides in online participation and in people's intentions to influence others. Drawing on digital divide theory, we discuss how different motivations to use social media lead to varied outcomes in terms of benefits, producing digital divides.

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