Impact of Social Media on Voting Behavior in Pakistan: A Case Study of 2024 Elections

Farwa  Khalid; Dr. Adeel  Irfan; Ifra  Khalid

Authors

Farwa Khalid Research Scholar, Department of Political Science, University of Sargodha, Punjab, Pakistan Author
Dr. Adeel Irfan Master Trainer, CVE, Assistant Professor, Department of Political Science, University of Sargodha, Punjab, Pakistan Author
Ifra Khalid Research Scholar, Department of Political Science, University of Sargodha, Punjab, Pakistan Author

Keywords:

Social Media, Voter Behavior, Political Awareness, Electoral Participation, Pakistan

Abstract

The fast pace of development of social media has altered the way political communication in Pakistan has been undertaken especially in the 2024 General Elections. This paper will examine the role of social media on voter behaviors of university students in the three aspects of political awareness, engagement, and voting. The mixed-methods approach will be used to collect data from 160 students using an online questionnaire with close- and open-ended questions by using SPSS. Additionally, qualitative data will be collected through semi-structured interviews with 10 respondents. This paper will apply the Uses and Gratification theory, which describes how people use social media platforms for their own motives. Results will clarify that social networks such as Facebook, Instagram, Twitter/X, TikTok, WhatsApp, and YouTube has a major influence on the political awareness, political discourse, and voting behavior of students. Nevertheless, issues of misinformation, propaganda, and unbalanced access to digital devices each became apparent. The paper provides a two-fold benefit of social media as an instrument of political empowerment and a possible source of manipulation to inform policymakers, educators, and political actors on how to promote digital literacy and healthy online practices and reinforce democratic representation in Pakistan.

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