Abstract:

Digital communication has become a central part of how young people interact, participate and form early leadership behaviours. In rural areas, where traditional opportunities for engagement are limited, digital platforms often serve as the primary space for expressing opinions, connecting with peers and initiating community related activities. This study explores how nongovernmental organisations in Croatia understand the influence of digital environments on the participation of rural youth. The research was inspired by ongoing work within the SMILE Project but focuses specifically on the Croatian context and the insights shared by local NGO practitioners.

A qualitative approach was applied. Semi-structured interviews were conducted with NGO representatives who work directly with youth in communication, leadership development and digital inclusion. The interviews examined how young people use digital platforms, how online behaviours shape their motivation to participate, and how digital influence affects communication patterns, visibility of youth initiatives and the formation of informal leadership roles. The findings show that rural youth rely heavily on social media and visual communication platforms to express views, organise activities and stay informed. NGOs describe digital influence as a strong driver of participation, especially in communities where physical spaces for youth engagement are limited. At the same time, they report that digital activity is often spontaneous and fragmented. Young people rarely receive guidance on how to use digital tools for constructive participation, community involvement or leadership development. NGOs also identify the need for stronger digital literacy and communication training that would enable young people to navigate online environments more intentionally. This study provides evidence that digital influence is a major component of youth participation in rural Croatia. The results offer direction for educators, community organisations and policymakers who aim to design programmes that strengthen digital engagement and support youth involvement in community life.

Keywords:

Leadership skills development, rural youth, digital engagement, NGO perspectives.