FACEBOOK VS YOUTUBE: WHICH PLATFORM SHAPES WAR NARRATIVES MORE EFFECTIVELY?

Abstract

In the contemporary digital age, social media platforms have emerged as central arenas for the construction, dissemination, and contestation of war narratives. Among these platforms, Facebook and YouTube occupy dominant positions due to their global reach, algorithmic influence, and multimedia affordances. This paper critically examines which of the two platforms—Facebook or YouTube—more effectively shapes war narratives. Drawing on interdisciplinary literature from media studies, international relations, and communication theory, the study analyzes the structural, algorithmic, and socio-political dynamics of both platforms. It argues that while YouTube is more effective in constructing emotionally immersive and visually persuasive war narratives, Facebook plays a stronger role in amplifying and diffusing these narratives through networked sharing and community engagement. Ultimately, the paper concludes that the effectiveness of each platform is contingent upon different stages of narrative formation and dissemination, suggesting a complementary rather than mutually exclusive relationship.