The Impact of Digital Communication on the Social Integration of the Ethnic Azerbaijani Community in Georgia

Abstract

The research aims to analyze the role of digital media in the integration process of ethnic and religious minorities living in Georgia. The object of the study is the ethnically Azerbaijani population and, among religious minorities, the Muslim community. In the context of modern technological development, digital media has become a significant social instrument that influences the formation of public opinion, the construction of identities, and relationships between different groups. This issue is particularly important in multicultural and multiethnic Georgia, where social integration represents one of the key prerequisites for democratic development. The main objective of the research is to examine the impact of digital media on the integration process of ethnic and religious groups in Georgia. Within this aim, particular attention is paid to both factors that promote integration and those that contribute to polarization and segregation. The study also seeks to identify international practices that effectively use digital media to strengthen social integration. The research tasks include several main directions: analyzing the representation of ethnic and religious groups in digital media; assessing the influence of digital platforms on public attitudes and perceptions; identifying the positive and negative impacts of digital media; and determining the models that either facilitate integration or, conversely, deepen social divisions. The theoretical significance of the research lies in expanding existing knowledge in the fields of media studies and sociology, particularly at the intersection of digital media and social integration. The project will rely on contemporary theoretical frameworks that view digital media as a tool of both inclusion and exclusion. Although existing studies mainly focus on traditional media, the growing influence of digital media requires in-depth analysis, especially in a specific context such as Georgia. From a practical perspective, the findings of the research will be important for policymakers, media representatives, and civil society actors. The conclusions will contribute to the development of strategies that strengthen social cohesion and reduce ethnic and religious tensions. The study will also identify which platforms and forms of communication have the greatest influence on public opinion and how they can be used to create a more inclusive environment. Methodologically, the research will be based on a triangulation approach. Qualitative research will include in-depth interviews with representatives of ethnic and religious communities, as well as experts. Quantitative research (in this case, an online survey) will analyze the platforms used by digital media users and their influence on attitudes and behavior. In addition, a content analysis of digital media will be conducted, particularly focusing on social media platforms such as Facebook and TikTok, in order to identify dominant narratives and trends. Comparative analysis will ensure a parallel examination of Georgia’s experience with that of other multiethnic and multireligious countries. The study will also include a review and analysis of secondary literature and existing relevant research. The expected results include a comprehensive assessment of the impact of digital media on ethnic and religious integration, the identification of factors that promote or hinder integration, and the development of recommendations aimed at strengthening social cohesion. Ultimately, the research will contribute both to the advancement of academic knowledge and to the improvement of practical policy in the context of Georgia.