Young people are often perceived to be uninvolved or uninterested in politics, and in some ways this perception is even more extreme when it comes to the EU; as a supranational organisation it can often be difficult to see how it directly impacts your lives, or if it does how can an individual influence it. This makes many assume there is a lack of interest by young people in what is arguably the most important political organisation in Europe. However, in a more globalised world, it is now not uncommon for citizens to get their information from more international sources or from social media figures. These social media influences can provide information as supplementary to other content as in the case of Kim Kardashian informing her followers (many for the first time) of the Armenian Genocide. Or they can intentionally act as the primary source for content as with YouTubers like Phillip De Franco who produces a daily news show in a neutral informative manner. Contra Points and Sargon of Akkad are two producers of content about current events with a specific political leaning. Contra Points from Bread-tube (an interconnected group of specifically left-leaning content creators) and Sargon of Akkad for the alt-right (later joining UKIP as a political candidate).

Influencers can be viewed as friends by their followers who may number in the millions due to the formation of parasocial relationships. Meaning the informal political conversations that they have in their videos can have the effect of a million one-on-one conversations with a friend. What are they talking about and how are they talking about politics? By looking at beauty vloggers informally talking about politics it is possible to gain an understanding of how young women and girls are learning about politics. By studying 100 videos by European YouTubers and seeing how they talk about politics, the methods and styles that they use to talk about politics, asks the question are these a much more powerful group, that are forming the political opinions of young people than anyone previously thought.