Third International Conference on Communication & Media Studies

Abstract

Since the Arab Spring in 2010, social media role has grown exponentially in relation to socio-political activism and participation on part of younger users. Falling levels of trust in mainstream media have also contributed to younger audiences switching to alternative online information sources (Swift, 2016). Especially in developing countries like Pakistan, where mainstream news channels are generally seen as politically polarized and financially motivated in supporting personal interests, rather than national interests. The National Elections in Pakistan in July 2018 tested of the roles these two competing sources of information (MSM vs New Media). With almost 44% of voters between the ages of 18-35 and almost 7 million voting for the first time, sources of political information and participation can have serious possible effects on the results. Therefore the current study was aims to analyze a) the sources of news and information younger audiences are using to satisfy their news needs; and b) whether their choice of information source would affect their voting behavior. A survey of university students between the ages of 18-35 (N=1017), indicates that while first time voters are more dependent on social media for their information needs, older members of the group prefer news from both online and offline platforms. And while younger voters felt that exposure to content on social media would influence their voting decisions, social media was rated third by the senior voters, with peer group/family and television ranking first and second respectively.