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Mass Communicator: International Journal of Communication Studies
Year : 2018, Volume : 12, Issue : 2
First page : ( 4) Last page : ( 8)
Print ISSN : 0973-9688. Online ISSN : 0973-967X.
Article DOI : 10.5958/0973-967X.2018.00008.X

Effect of social media on youth activism during 2013 election in Pakistan

Musarrat Rubab*, Zahra Muniba Fatima**, Masood Afsheen***

*HOD, Bahauddin Zakriya University, Lahore, Pakistan

**Lecturer and PhD Scholar, University of Central Punjab, Pakistan

***Assistant Professor, Punjab University, Pakistan

Online published on 18 July, 2018.


This research investigates the role ofsocial media in activism ofyouth in the general election of Pakistan. held in 2013. Another objective ofthis study was to measure the differences in behavior ofyouth in Election 2013 as compared to previous election. It was hypothesized that youth of Pakistan did not know the importance of vote and different activities of political participation before using social media. The sample of N=200 students was accessed from various educational institutes ofLahore. The data was collected through a self-administered questionnaire and was analyzed through SPSS version 21.00. By using uses and gratification theory as its theoretical framework. the findings ofthis study indicate that social media played a vital role in youth activism by getting them involved in various political discussions and to give them awareness about casting the vote to ensure the process of democracy. These findings carry strong implications for media persons and politicians alike.



Social Media, Election, Youth Activism, Internet, Social Networking Sites.


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