EFFECTS OF ELECTRONIC MEDIA IN POLITICAL OPINION FORMATION OF YOUTH IN PAKISTAN

This study aimed to understand the impact of electronic and social media sources in progression of political understanding, and political participation of youth in Pakistan. This study further explains the learning process through media as it has emerged as one of the strongest agents of socialization in the recent times. A sample size of 329 respondents (graduate level students) was selected systematically from public sector higher educational institutions in Khyber Pakhtunkhwa (KP) and Gilgit-Baltistan (GB) Pakistan. The data was analyzed through chi-square test to determine the relationship between political participation and youth behavior. A significant relationship (p=0.017) was found between medias programs’ efficiency and decisions of government on various national and international issues with youth behavior. It is proved that formation of opinion on the helm of authority largely influenced by media. There was a strong and significant relationship (p=.000) between political party’s agendas bring forth by media sources to gain mass support or vote. It indicatesthat political talk shows and advertisements on electronic media have manipulated minds of masses. Political campaign via electronic media effects youth behavior proved significant (p=.001). A strong association was also proved between media efforts to motivate people and bring them to vote (p=0.000) with youth behavior shows the efficiency and worth of media programs for the sustainability of democratic values. Again media proved its decisive role in establishing the public opinion about various political parties and their role in national interests, their zeal and synergies spending on national cause. Political parties motivate people through advertisements and conveying their vision, mission to their voters. Relation of media advertisement and youth’s opinion was strongly significant (p=0.000) with youth behavior. It again showed that media as a tool can be very useful to mass mobilization for political purposes. The study concluded that media can play a pivotal role in motivating youth to become politically active as it works as catalysts in upbringing the latest information to the recipients and can succeed in determining a position of trust among the viewers. The study recommended that electronic media should focus on its programs to bring more reality and standard, making it more trustworthy, valid and reliable. It can be beneficial for youth, researchers and policy makers. Keywords: political attitude, infotainment, socialization, electronic media, youth behavior