The political landscape in Cyprus appears to be taking on new characteristics, with young people increasingly engaging in the political process through social media. This does not necessarily mean they will turn out to vote. At the same time, older generations of politicians are trying to adapt to this new reality, shifting political communication to platforms such as TikTok in an effort to attract younger audiences. One of the key questions that arises is whether this shift from traditional media to social media is changing not only communication, but political behaviour itself.
According to Leandros Savvides, a sociologist of technology and assistant professor of organisational theory, Gen Z (those born between 1997 and 2012, aged 14–29 today) “inherited a world marked by significant instability,” referring to the financial crisis, the pandemic, the climate crisis and a broader crisis of trust in institutions.
At the same time, this generation is growing up in an environment where the concept of 'truth' in public discourse is more fluid, while traditional institutions of socialisation have changed compared to the past. As he explains, social life and politics are now mediated through technological tools and platforms such as TikTok.
Politics as content
A central element of Savvides’ analysis is that, for the first time, politics is not simply being turned into spectacle through social media, but that the very logic of its mediation is changing.
As he notes, “political communication and the transformation of politics into spectacle is not an invention of TikTok. It is the new television, but under different conditions.” The key difference, according to him, is that digital platforms do not operate under the same institutional constraints as traditional television but are driven by algorithms that reward intensity, image and interaction.
“The algorithm is designed to keep the user on the platform, creating engagement,” he notes, adding that this pushes political communication towards immediacy and heightened reaction. In this context, “the complexity of reality is not rewarded by the algorithm,” something that directly affects how political discourse is produced and consumed.
Authenticity
He also places particular emphasis on the concept of 'authenticity' in digital politics. As he explains, in the era of social media “you do not need to be truly authentic, it is enough to appear authentic.”
As a result, political success in the digital environment does not necessarily align with political substance, but with the ability to produce content that fits the logic of the platform. “The one who goes viral is the one who understands how the algorithm works,” he says.
At the same time, he notes that political communication is becoming more visual, faster and more personalised, which is also reshaping how political influence is formed.
41 Gen Z candidates
Electoral analyst Giannis Mavris, speaking to Politis, describes a political landscape in which age differences are becoming increasingly significant. As he explains, “the age gap and generational differentiation will be a dominant feature of these elections.”
According to him, younger voters (Gen Z and Millennials) tend to support newer political formations, while older generations remain more connected to traditional parties.
This phenomenon, he notes, has been observed in previous elections, but today appears more pronounced, particularly alongside the rise of newly established parties.
Gen Z accounts for 11.5% of the electorate, or 65,510 individuals aged 18–29. Of these, only 41 people, or 5.5%, are candidates, while in the 30–39 age group there are around 168 candidates, representing 22.3%.
Party identities
A key element of his analysis is the gradual weakening of party identification. As Mavris adds, traditional ties between voters and parties have weakened, making voting behaviour more fluid. This is linked, he says, to low levels of social trust.
Citing a CyBC survey, he notes that only one in eight citizens in Cyprus (12.5%) believes most people can be trusted, while among Gen Z the figure drops to around 10% (one in ten), the lowest among all age groups.
This lack of trust, he explains, is not simply temporary but reflects adaptation to an environment shaped by social media, the rapid spread of information and the frequent presence of fake news.
According to the analyst, one of the most important changes concerns the very perception of political participation. In older generations, voting was seen as a duty, whereas for younger generations it is just one of many forms of engagement, alongside activism.
“Young people are willing to vote, but they are not as participatory,” he notes, pointing out that intention does not always translate into turnout at the ballot box.
Transformation
The role of social media is now considered decisive. As Mavris adds, the information and socialisation of younger generations largely take place through digital platforms. The balance of power between traditional media and social media has shifted significantly, with the latter gaining increasing influence, particularly among younger age groups.
However, he stresses that political discussion through short videos and short‑form content “comes with different limitations for public dialogue and political debate.”
Both experts agree that the Cypriot political system is undergoing a phase of transformation, even if they approach it from different perspectives. On the one hand, Savvides describes a profound change in how politics is produced, with algorithms, image and 'visibility' playing a central role. On the other, Mavris highlights shifts in voter behaviour, generational differences and the gradual weakening of party identities.
As Mavris summarises, these are processes and transformations already under way, which are expected to significantly influence the parliament that will emerge from the upcoming elections.
