Media Influence on Political Perspectives: Analyzing Social Media's Impact on Youth Engagement in Pakistani Politics

Abstract

This study delves into the profound influence of media, particularly social media, on the political perspectives and active involvement of youth in Pakistani politics. Building upon prior investigations, the research highlights the multifaceted role of media in Pakistani society, elucidating its functions as an information disseminator, educator correcting misinformation, and source of entertainment. A significant majority of Pakistanis perceive the media primarily as an information source, while a notable minority perceive it as disseminating disinformation the study employed SPSS software for the analysis of data obtained through a survey of 300 young participants. The study acknowledges the pivotal role of media in providing a platform for expressing diverse social and political perspectives, particularly emphasizing the active participation of young individuals in the political landscape of Pakistan. The increased prevalence of information dissemination and discourse has contributed to heightened political consciousness among individuals, enabling them to shape their perspectives and engage in the exchange of ideas among various communities. The results of the study unequivocally demonstrate that the media plays a substantial and dynamic role in influencing and modifying the viewpoints of the younger demographic. The advent of mass media has significantly transformed individuals' perspectives on politics and their modes of participation in governmental affairs. The increased level of political awareness among individuals can be attributed to the extensive and continuous dissemination of information and dialogue, which not only influences their perspectives but also provides them with opportunities to articulate and disseminate their own viewpoints among various communities. The findings provide evidence in favor of the premise that mass media exert a significant influence on the formation of youth opinions and their overall engagement in the political landscape of Pakistan. The present study examines the influence of mass media, particularly Facebook and television, on the political engagement of the youth in Pakistan.