What could six fictional voters teach us about how social media really works?

Published on March 31, 2026

As the countdown to a landmark election in Wales intensifies, the role of social media in shaping voter opinions takes center stage. Understanding the potential influence of digital platforms on the electorate is crucial, particularly when exploring how information — and misinformation — spreads in this hyper-connected age. To illustrate this phenomenon, several fictional voters provide a lens through which to examine the social media landscape and its impact on electoral choices.

First, we meet Rhian, a progressive 29-year-old teacher from Cardiff. Rhian frequently engages with content that promotes sustainability and social justice. Her social media feeds are curated to reflect her values, filled with posts from environmental activists and educational reform advocates. Algorithms ensure that she sees content aligned with her interests, potentially amplifying her views while isolating her from opposing perspectives. As the election draws nearer, she is likely to encounter targeted ads that appeal to her passions, reinforcing her candidate of choice.

Contrastingly, we have Gareth, a 55-year-old small business owner in Newport, who leans towards more traditional values. Gareth’s social media usage is more moderate; he follows local news outlets and community groups. His feeds are filled with discussions around economic stability and local business support. In the lead-up to the election, Gareth may be exposed to advertisements focusing on fiscal policies and job creation, aimed at addressing his concerns. However, he is also susceptible to misinformation that can spread rapidly through social networks, complicating his decision-making process.

Next in our lineup is Amina, a 21-year-old university student based in Wrexham, who is highly active online. Amina participates in various online forums and engages with political memes and youth-led movements. Her social media presence is, to a large extent, representative of her generation — vibrant and outspoken. The content she engages with often prioritizes issues like climate change, gender equality, and education reform. While she is eager to promote her beliefs, Amina must navigate a sea of viral information, some of which may lack accuracy, potentially swaying her electoral decisions.

In sharp contrast, we can look at Mark, a retired army veteran from Swansea. Mark’s social media activity is limited, and he primarily uses Facebook to keep in touch with family and friends. Misinformation becomes a critical concern for Mark, as he may encounter misleading narratives shared his network. While he often seeks reliable information from reputable sources, the algorithm-driven nature of social media can lead him to less credible content that aligns with his existing beliefs, ultimately influencing his voting preferences.

Another profile is that of Sophie, a busy healthcare worker in Llanelli. Her online interactions mainly originate from professional networks, as she balances a demanding job with family life. Sophie’s social media consumption is largely driven -related content, particularly as it pertains to healthcare policies and public health initiatives. In the election period, health-focused campaigns may catch her attention, offering insight into candidates’ proposals impacting her profession. However, she also faces the challenge of deciphering between genuine information and sensationalized claims circulating on various platforms.

Lastly, we introduce Liam, a tech-savvy teenager from Bangor who predominantly consumes content on platforms like TikTok and Instagram. His exposure to political content is largely visual and often packaged as entertainment. While Liam may not be highly engaged with traditional political discourse, viral trends and challenges could prompt him to take a stance on issues he feels passionately about. The power of social media influencers means that even a short clip can spark significant political interest in young voters like him, catalyzing their involvement in the electoral process.

Together, these six fictional voters encapsulate the diverse ways in which social media can affect voting behavior. Their experiences highlight not only the potential for empowerment through information but also the risks associated with misinformation. As the crucial election nears, understanding how these dynamics operate becomes essential for both voters and candidates seeking to navigate the complex landscape of modern electoral politics.

What could six fictional voters teach us about how social media really works?

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