Whispers of influence : youth engagement with Alt-info's soft power perceptions

Abstract: This research explores how young audiences in Georgia perceive and engage with Russian Soft Power in the context of the media platform Alt-info. Alt-info is a privately-owned right-wing TV company and online media outlet founded in 2019 in Georgia. The study delves into the complex relationship between Russian Soft Power, the media landscape, and the perspectives of Georgia's youth. Using a case study approach, the study aims to examine how young audiences define and understand Russian Soft Power within the context of Alt - info. The participants for this study included 10 young professionals and students aged 21 to 29, with 6 men and 4 women, forming a balanced distribution. They were chosen due to their familiarity with Alt-info, specifically those who had a regular habit of watching its programs at least once a week for at least several months. Through qualitative interviews, the study captures insightful perspectives into how young individuals understand Alt-info and navigate their engagement patterns. In this endeavor, the research draws on Hill and Dahlgren's (2020) theory that emotions and rational thinking collaborate to influence choices about media participation. The heart of this study includes ten in-depth interviews where participants share their thoughts about Alt-info's content and its effects. The findings reveal how young individuals view Alt-info as a tool to shape what people believe. Things like history, personal opinions, and how information is presented are key reasons they get involved. This thesis adds to the ongoing talk about how people interact with media and the complicated workings of Soft Power.