The Role of Social Media in Shaping Public Opinion in Côte d’Ivoire

The article provides a comprehensive analysis of the use of social media in Côte d’Ivoire, as well as the nature of the published content and its impact on shaping public opinion. The article considers the context of the rapid growth of Internet penetration in the country, which reached about 38.4% of the population by 2024. At the same time, the youth audience between the ages of 18 and 34 is the main segment of users of digital platforms and a key driver of the development of social media. The analysis confirms that the dominant type of content in the Ivorian digital space is entertainment, including humorous videos, music and dance clips, as well as video blogs reflecting local cultural traditions and patriotic themes. Facebook Instagram and TikTok remain the most popular platforms, which perform multifaceted functions: from personal communication and commercial activity to platforms for cultural expression and strengthening national identity. Special attention is paid to the political role of social media, especially in the runup to the 2025 elections, where the activity around the hashtag #CIV2025 demonstrates the importance of digital platforms for political mobilization, the formation of electoral discourse and the involvement of various population groups in public discussions. At the same time, serious negative consequences have been identified due to the spread of disinformation, the increased effects of information bubbles and the growth of public polarization, which significantly reduces the quality of political dialogue and contributes to the consolidation of social stereotypes. The paper analyzes the key challenges of the digital space development in Côte d’Ivoire: low speed and uneven Internet coverage, high cost of devices, limited media literacy, as well as censorship and political pressure that create digital inequality and stimulate self-censorship processes. To overcome these barriers, the authors propose a comprehensive, multidimensional approach that includes educational programs on media literacy, investments in telecommunications infrastructure, the development of alternative information technologies and takes into account the cultural context of the country with the active involvement of local opinion leaders and communities. Thus, social networks in Côte d’Ivoire form a dynamic digital ecosystem that reflects and simultaneously influences socio-political processes. The study highlights the complex and ambivalent nature of their impact, pointing to the need for further in-depth study of the long-term effects of digitalization, as well as the development of strategies to minimize risks and maximize opportunities associated with the digital transformation of society.

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