Role of
Electronic Media in creating Political Mobilization among youth during general
Election 2018 in Pakistan:
A
Study OF News TV Channels
Abstract
The present study investigate the role of electronic media
in creating political mobilization among youth during general election 2018 in
Pakistan. For this purpose, a survey (N= 200) has been conducted amongst
university students. The universe is Lahore and method is quantitative survey study
design for the collection of data from the selected sample of respondents, the
researcher has used probability sampling and selected simple random sampling
technique in the study. In order to measure electronic media has a significant
relationship with political mobilization and political mobilization and
political participation have a significant relationship with each other. The
results reveal that electronic media is creating political mobilization and
majority of the respondents watch electronic media (TV Channels) for political
knowledge and information. Conclusively findings of the study explained that
electronic media has a significant relationship with political mobilization and
political mobilization and participation are significantly correlated.
Chapter
# 1
INTRODUCTION
INTRODUCTION
Now a day,
News channel has attained important status in public. News channel become voice
of public, to speak openly against dishonest political representatives. Now a
day, electronic media grows as representative of general community. When the
common man cries are unnoticed electronic media raises their voice. It delivers
information, learning and entertainment to the public and provides fast and
quick information about political issues and progress in society. There are
advantages and disadvantages of electronic media in society. If the media is
free it will provides advance of democracy and democratic norms in the society.
Mass media defined as “The techniques and organizations used by the
professional social groups to convey messages to large, socially diverse and
widely dispersed audiences” (Haralambos & Holborn: 2000). Electronic Media
is a principle moderate of mass communication, and talk shows, news and political
advertisement are the most powerful instruments of communication. Now a days,
it can be seen that electronic media is playing an important role in getting
change and constituting the political institution as well as socializing the
public on various political phases (Kenski & Stroud: 2006). It
is easy to influence and invoke youth’s interest in politics because they are
not much mature like old people and those who are intelligent and have adequate
understanding of issues (Jannigs & Niemi, 1981). Importantly, creating
awareness in public about political matters can enhance their information about
candidates. This can also cause significant impact on altering voting decisions
of people (Kaid, 2002; Martinelli & Chaffee, 1995; Valentino, Hutchings, &
Williams, 2004).
Meanwhile, political leaders’ brawls and exchange of
hot arguments on media networks can enable people to evaluate the moral and
personal ethics and values of such leaders. Notably, indecent behavior of
leaders will certainly leave negative effect on people’s approach towards the
process of politics (Elenbass & Vreese, 2008). In the United States, the
youngsters showed much more enthusiasm campaigning for 2004 presidential
election (US Federal Election Commission, 2004). Electronic Media dominant effect on youth cab be seen in the
2008 presidential election of USA, one part is that the election of Barak Obama
as president of the United State was an international media event; predicted,
evaluated, and celebrated around the world.
In
Pakistan the maximum number of electorates are between 26 to 35 age groups,
comprising more than 27% of the country’s votes. Importantly, about 17% of the
voters fall in age groups between 18 to 25 years, whereas, more or less 46
million electorates belong to 35 years and under. Thus, youth hold very
challenging share of 44% in the total voters in Pakistan.
In FATA
and KP young electorates account for 53% and 48% respectively. Sindh at 41%,
Islamabad capital land 42%, Punjab 43%, and Baluchistan has 46% of young
electorates which is just exceeding the national average. In 2018 general
election register electorates has reached at 51% which is highest than 2013
register electorates percentage which was less than 47% and
the political parties have realized the importance of young generation’s
revolutionary role in politics. Therefore, mainstream political parties have
adopted some strategies to garner support from youth with the aim to achieve
their goals with a view that “media
affects people’s behavior towards different political matters.” The role of
media is more significant in Pakistan than the media of the other world and
media in Pakistan is getting more influential than ever. Currently, electronic
is the only informative source which is accessible to everybody. Electronic media has influenced the public
behavior and the way to think and analyzing political situation. In news media
program anchors and media persons gives analysis on recent political situation
and form the agenda for their program reflecting the opinion of the community
(Comb, 2006). Frequently persons spend their evening time in viewing talk
shows, public discussion on TV. Current affairs program effect our opinion to
see world politics. In this way we are well up-to-date by the latest news and
state’s politics. In Pakistan literacy rate is low major chunk of the
population is uneducated cannot even read newspaper so they prefer to watch TV
to keep themselves up to date about current affairs and politics. Recent
studies show that TV is definitely available to all the people and almost 50
million people are using TV as a source of information. (Abercrombie, 1996).
Electronic media observing the operations of government as a watchdog and 4th
pillar of the state. As the role of electronic media delivers of better be
aware of the social and political issues we can also discourse about political
organization, political efficacy. The electronic media promoting political
mobilization among the youth so that they can responsibly contribute on
country’s politics (Madhavi, 2007).
Notably,
in Pakistan regulations pertaining to media have reflected the scenario of
power of state. Whilst the civilian administration in provinces have curbed the
freedom of the newspapers supporting the opposition years after Partition,
Pakistan’s first military dictator, General Ayub Khan (1958-69), centralized
the system to regulate media. Nevertheless, after a decade-long rule of the
dictator, the democratic government lifted curbs on press freedom and soften
policies relating to censorship of news. Thus, at that time the print and electronic
media in Pakistan witnessed an era of new evolution and the media enjoyed much
freedom in sharing contents with people, including entertainment. Surprisingly,
General Pervez Musharraf, who was a powerful and authoritarian ruler, gave much
more freedom to print and electronic media in the country. He dismissed the
elected government and ruled Pakistan for nearly a decade. This scenario raises
a question that in sharp contrast to popular notion, Pakistani media enjoyed
more liberty during Musharraf’s era as compared with the previous democracy in
the past. It is pertinent to mention here that the Pakistani media not only got
maximum freedom, but also expanded into one of the largest industries in the
country during the authoritarian rule of Musharraf. At that time, the media
grew to such an extent that it was emerged as fourth powerful pillar of the
state. Astonishingly, the media played a strong role in the removal of General
Musharraf from power (International Media Support, 2009).
In
Pakistan the role of television is very significant in promoting information,
literacy throughout the country, and awareness among the masses on different
important issues. According to studies, more or less 50 million Pakistanis
watch television. This development seems to be the outcome of people’s
(including women) access to televisions in urban and rural areas. Meanwhile,
because of a narrow scope of the print media, the electronic media has converted
into the most powerful agent in the state (UNDP: 1996). In the recent time, it
has been observed that Electronic Media has played a role to manipulate viewers
with their choice of narrative and make public at large to follow the opinion
as presented by the media houses and cast vote by following their narrative to
form government representatives. Worth noting is that
the people can use their influence to motivate representatives of the
government to change their unfair perception of judgment about important
issues. Further, TV channels can play a vital role in manipulating opinion of
people for their contribution in country’s politics. Thus, electronic media is
a vibrant source of developing awareness amongst people and mobilize young
generation to involve in managing the political system effectively.
POLITICAL PARTICIPATION:
Political participation includes a broad range of activities
through which people develop and express their opinions on the world and how it
is governed, and try to take part in and shape the decisions that affect their
lives.
POLITICAL MOBILIZATION:
The term indicates
activities which inspire masses in the country to participate in political
matters, share their views and involve in certain actions relating to politics.
Mass mobilization (also known as social mobilization or
popular mobilization) refers to mobilization of civilian population as part of
contentious politics. In other words, social mobilization seeks to facilitate
change through a range of players engaged in interrelated and complementary
efforts.
Aim and
Objectives:
The aim of the study is to find out the role played by TV
News Channels in the 2018 General Election in creating political mobilization.
Therefore the objectives of the study are
•
To examine the role played by TV
news channels in creating the political mobilization in 2018 general election.
•
To determine the level of influence
and credibility of different News Channels have on the commencement of 2018
general election.
•
To find out factors that attributed
in creating the political mobilization among youth by the use TV news channels
during general election 2018.
•
To examine the use of TV news
channels and subsequent impact on political Mobilization of youth during
general election 2018
Significance
of the Study:
Involvement of youth and the general public through
electronic media is a common phenomenon through the world and is mostly
questioned in Pakistan due to corruption and lack of abilities of the electoral
bodies. Youth consist of 64% of the total population. The percentage of youth
is a significant demographic feature of Pakistan’s population. The behavior of
youth proved their role in country building and recommended their part in
economic, ideological, political and social advancement of the state
(Inglehart, 1997; Norris, 1999; Print, 2007). In Pakistan youth played an
important role in Election 2018 first time and politically participate and mobilize firstly as
involvement in the public policy formulation and application; secondly, as
action that seek to form opinions of decision makers on matters yet to be
decided and thirdly as action in condemnation against the impact of some of
these decisions.
Purpose of
Study:
The purpose of this empirical study is to recognize the role
of youth and mobilization trends of
Electronic media (T.V) for involving youth in the political and voting
process towards general election 2018. At this phase the research, the
mobilization of youth towards general elections be defibed as the involvements
of youth before and during election 2018 by watching television News, Current
affairs talk shows and newsworthy event regarding election. Moreever it also to
explores the association between mobilization trends, voting behavior and their
impact on general election 2018 by the role of electronic media (TV).
Research
Questions:
1. Role played by different TV News Channels in creating
political mobilization among youth in the 2018 general elections?
2. Up to what extent did the TV News Channels contribute to
the success of the present government in the 2018 general elections?
3. To what extent did politician’s employee the TV News
Channels in campaign for the 2018 general elections?
4. In what ways do TV News Channels need improvement to play
major role in elections of Pakistan?
Hypothesis:
1. Hypothesis (H1): TV news channels have a significant
relationship with political mobilization.
2. Hypothesis (H2): Political mobilization and political
participation have a significant relationship with each other.
CHAPTER#2
LITERATURE
REVIEW
The key human
resource of Pakistan’s people is youth which is also available in abundance,
hence, the term “youth bulge”. Youth (15-29 years of age) comprises of 31.9
percent of total population whereas 64 percent population is under the age of
30 years (Economic Survey of Pakistan, 2013-14). Various studies on the conduct
of youth verify their role in nation building and suggest their role in
economic ideological, political and social progress of the country (Inglehart,
1997; Norris, 2002; Print 2007). The understandings of other countries suggest
that youth play an important role if their abilities are established and if
their abilities are realized. Otherwise, they can damage the social order and
involve in destructive activities if they are deprived of chances. Aurangzeb
(2008) suggests that in order to make them fruitful and helpful member of
society it is imperative to create better prospects for them. The failure in
political contribution of youth has been a concern and a topic for various
studies (Henn et al. 2011, Mannarini et al. 2008, Lall 2014). Scholars have
claimed that the majority of young people are increasingly avoiding traditional
politics; however, they are rotating towards event-driven protests.
Sociological surveys of youth behaviors and values have tinted that youth have
rejected traditional channels of politics and they have also lost faith in the
power of their vote as a tool for bringing about a long term political change
(Inglehart 1997; Beck, 2000). Print (2007) also observed that youth world over
is detached from formal politics, especially their role in elections, voting,
membership of political parties, communicating with politicians are decreasing
with time. Democracy needs political participation, the higher the political
contribution the more mature the democracy. The quality of democracy is
directly related to young people’s choice to participate or withdraw from the
political process. The Socialization of boys and girls towards political
Contribution is very important part of any country for their future generation
towards elections. At an age where there is most likely no strong gender
differences with respect to the availability of resources, girls and boys
intend to participate equally. In adulthood, however, these differences do
become apparent, and this strengthens the case for the resources explanation of
the gender gap. (Hooghe, 2004). The arena of political socialization is often
stereotyped. However, the continuing and vibrant stream of work in political
socialization holds potential for speaking many critical issues across
American, relative, and international politics. It is clear that generational
replacement is one of the main driving forces for social and political change
in liberal democracies. While there is significant consensus about the
observation that the political attitudes and behaviors of young people differ
significantly from those of earlier associates, there is difference about how
this observation should be interpreted. (Adetunji , 2012). Youth is a
developing stage where new sets of skills, roles and tasks are required and
fully performed in order to climb the ladder of social status from childhood to
adulthood (Lynne, 1993). She further highlighted that “youth is guided by sets
of established changes, whose successful completion assure liberation and
acknowledgment as a full member of the society”. Various research studies have
found significant relationship between media. Contact or consumption with
efficacy (Aarts & Semetko, 2003; Coleman etal., 2008; Carpini & Keeter,
1996; Gecas, 2000; McLeod et al., 1996; Moy etal., 2005; Norris, 2000;
Scheufele & Nisbet, 2002) as well as political Contribution (Eveland &
Scheufele, 2000; de Vreese & Boomgaarden, 2006; Schulz, 2005; Zhang &
Chia, 2007). Insofar as political efficacy is concerned, it has also been found
connected with media contact. It has been observed that people who are motivated
to search for political news information recall more political efficacy as
compared to those whose feeling towards political news is less (Pinkleton &
Austin, 2001). Although all types of media are important in this respect
however Electronic media (T.V) is considered especially important in
development both internal and external efficacy (Kim & Ball-Rokeach, 2006).
On the contrary, there are studies in which a modest (MecLeod et al., 1996) and
no (Opdycke et al.,2013) association were found between media consumption and
political efficacy. Various scholars reason that genre of television programs
is of supreme importance, which controls the level of relationship between
media exposure and political contribution (Hoffman & Thomson, 2009;
Livingstone & Markham, 2008). Television talk shows are regarded as an
important type that proves the above-mentioned relationship. For instance, if
exposure to these talk shows effects the consumers expressively and increases
their political efficacy and a sense of authorization, these “mental rewards”
may further encourage the active citizens towards political participation. Bucy
and Gregson (2001) found in their study that even the politically inactive
people could be prejudiced towards some latent political contribution through
political talk shows. Corrigall-Brown and Wilkes (2014) conclude that voting,
which is a protuberant form of political contribution, could be prejudiced
through media exposure. However, the decision, whether the impact will be
positive or negative, would depend on the type of medium being used for getting
political Material (Opdycke et al., 2013). Pakistan is a federal state which is
based on local, provincial and central government, people can vote for local,
provincial and national assemblies. It has two types of votes, one is local
body election and other is a general national election. The voting age of the
voters is above 18th years and it refers to the youth age. The word
voting is defined to take a part in democratic politics, this will help to
designate the leadership to track the government affairs. The purpose of voting
is to give a chance to the citizen to take part in state matters instead of the
quiet political process. The most collective form of political contribution is
training the right to vote in general elections . Political parties in Pakistan
have changed their voter angle and focused on youth to be a part of active
contribution in party activities. Voter association has a great influence on
Pakistani politics is the culture of caste that is very
powerful. It is a matter of
position or social stratification in Pakistan. The head of the political
parties are related with caste, their voting campaign usually statistics
through the caste channels and political connotation is close to families and
villages. It is a culture in Pakistani civilization; elder people want to
guarantee that youngsters should hold a strong attachment with their caste.
Keeping in view the voting and caste effect on voter has limited the youth to
refrain the contribution in political matters, it is also stated that there are
other motives also those stopped them to vote for other candidates. The latest
report, National Human Development Report of Pakistan by the United Nations
Development Program (UNDP) Pakistan points out that country has the largest
proportion of young people i.e., 64% of
its population is below 30 years of age. Mentioning National Youth Perception
Survey, the report claims that only 24 per cent of youth spoken trust in politicians.
However, about 90% male and 55% female spoken their intention to vote in the
2018 general elections. During October-December 2016, the ECP updated voting
rolls and 4.20 million new voters were listed. According to updated voters’
List, young people constitute 44pc of all listed voters and this could increase
up to 47% as the result of 2017 Census is made public, which means that their
active contribution in the electoral process could have an important impact on
election result. There is a growing understanding among the political parties
that contribution of youth in electoral politics is imperative. , The growth
must be comprehensive, and that is only possible when the youth has sureness,
chance and gets mobilized to participate in the electoral process. Both, PTI
and PML-N are concentrating to mobilize youth and engaging them, PPP and other
parties are following the trend. While in power the PML-N started several Youth
attracting schemes, such as Laptop, youth internship, Prime Minister Youth Loan
etc. On the other hand, PTI established its promise by giving a few tickets to
the young members for NA and Senate elections. The PPP is equally active to
engage youth in Sindh. A generational shift in hereditary politics is also
visible as increasingly the younger members of the political families, who in
many cases are better educated and appear more motivated, are joining the
political parties. This could become a forerunner of change in our electoral
politics and developing goals. Election and media both are considered essential
to each other. Many studies in abroad have been lead on the topic under
consideration (Berelson et al.; 1954; Lazarsfeld et al, 1948; Blumler &
McLeod,1974; Gitlin, 1978; Neumann, 1984; and Iyenger & Simon, 2000 ).
After the 1970s, an increasing number of researchers became involved in
political communication, and the number of studies burgeoned. Studies have
begun to show networks between the various components of the Communication
process and effects on audiences (Bryant & Thompson, 2002). Studies have focused
Mainly on two type of media content related to political communication:
political advertising and news stories (p.309). According to Waseem (2006)
“Several researchers from Pakistan have taken up research on elections and
voting politics in Pakistan. The available academic research on elections is
generally connected to the performance of political parties and alliances, the
nature of the movement and other instruction level voting currents. Few
organized studies of voting trends at micro-level are available” Therefore, it
is a need to briefly define the role of media in our country in creating
political awareness, expressing public opinion and shaping political; conduct
of the voters of Pakistanis.
It is essential to
highlight the influence of Pakistani mass media on the 2008 general elections
which changed the voting pattern in the country. Worth to note is that at that
time, the print and electronic media enjoyed maximum press freedom that was
unprecedented in country’s history. In 2008 elections, the private television
channels got mature and these media organisations performed a vibrant role in
creating political awareness among the voters. Hence, examining the role of
media in transforming the voters’ behavior in 2008 elections is of great
importance in this research paper. Moreover, the future study will document the
impacts of TV and relational channels on the voting behavior of the viewers
across the country. It is a fact that TV channels have distinguished and
documented features with varying political effect on a large number of viewers.
Notably, several national level surveys conducted in the country indicated that
television has emerged as the main and most dependable source of information
for a majority of people (Craig, 2007). Furthermore, TV programs create impact
on social, moral values, influence time movement, and setting of a particular
agenda. In simple words, people are using television as their main source of
getting information, entertainment and knowledge as well (Narula, 2006).
Political content?
Whether the feeding and influence of media political content is distinguished
on the basis of electors' age, gender, location, income and education? What is
the association between electors' political content consumption patterns and
electorates' political contribution?
NOTE
(This page was
showing light pink color (not full-red) in first file while in the second file
I received today, it showed red color, so I have revised this page). We have compared
both files (first one and 2nd received today), we did not find
plagiarism in those pages that we corrected, just a couple of revised lines
reflected red plagiarism that were changed).
A sharp increase in viewership of satellite TV
programs appeared a clear example of cultural change occurred in the mass
communication. This trend has reshaped the behavior of viewers and also set concepts
of doing things with different approach. This outcome, nonetheless, can be
different from country to country, depending on the socio-economic conditions.
Importantly, no one has denied the fact of rapidly changing orientation process
that has increased social connectivity. Many scholars who attempted to evaluate
the impact of new programs on viewers opined that it was extremely difficult to
determine or classify programs’ exact influence on the behavior of viewers.
Scholar Samiullah (1982) conducted a research on the impact of TV series
“Nishan-e-Haider” on students. Through this study, he noted that a majority of
the cadets have seen this famous TV series. With this research, he observed
that similar TV programs can greatly infuse a new spirit of patriotism in
youth. This study also pointed out that the young cadets have aspired to watch
more TV programs that promote patriotism in them. Analysts Fazeen, Mughes, and
Sana (2007), carried out a research with the aim to identify the degree of
political efficacy based on the level of awareness prevailing in people about
politics and their political contribution. For this research method, scholars
selected 100 participants, belonging to different colleges and universities.
Researchers employed the method of simple random sampling along with a
questionnaire to collect information from the participants. With this research,
scholars noted a strong effect of the political affiliation of families and
educated parents on the individuals’ level of understanding about the political
issues. Meanwhile, the Department of Sociology of the
University of Punjab, Lahore, conducted a research. Zahra (1989), of the
department led this research, titled “Impact of TV programs related to women in generating
awareness among women about their rights”. The research was an effort to
examine the level of awareness that TV programs have developed in women about
their rights. The study was also designed to determine the influence of TV
programs in promoting women rights. Furthermore, Kabir (1965) of Journalism
Department of the University of Punjab conducted a research pertaining to
thinking of the Social Sciences students of the varsity about different TV
programs aired in Pakistan. The key objectives of the research were to examine
the viewpoint of students about the television programs, their impact on the
lifestyle of people and their perception about this electronic media. After
examining the data, researchers observed that TV programs not only promote a
cultural change, but also introduce new concepts in the life of students,
studying Social Sciences. Additionally, in his research Mark (1982) quoted Roper
(1975) in which he asserted that TV was major source of disseminating important
news among a majority of people. For example, 65 percent of the respondents pointed
out in the Roper’s study that TV was their main source of getting news, whereas,
47 percent of the participants pointed out that they were getting news from
different newspapers. Moreover, Daheem, Misbah and Atif (2007) conducted a study
titled, “Impact of political communication through electronic media on party
loyalty”. For this research, scholars selected Pakistan People’s Party (PPP) because
the partition or classification within different ranks of this party was
significantly lower than other parties. Through this study, scholars noted a
great element of devotion in PPP leaders and supporters of this political party
in comparison with other parties in the country. Aleena, Mahurhk and Rana
(2006) also carried out a research on the topic “Level of interest in T.V
programs channels and its impact on personal aspiration of youth”. This study
indicated that the more the students will watch TV programs, they will have greater
impact on their ambitions. Mark R. Levy (1978) has revealed that evaluating the
particular effects of TV programs on human behavior seemed to be one of the
most challenging tasks for scholars. He further pointed out that the students
belonging to Social Sciences too were facing this difficult problem. Furthermore,
many scholars have claimed the moderate effect of the “Tubes”, however, only a
few of them have proved this assertion with scientifically acceptable evidence.
For example, in the chapter “Living with TV” the authors have discussed the
significance of TV in the life of people. They also illustrated behavior of viewers
when they watch TV programs during their leisure time and how programs
influence their lifestyle and other activities. Similarly, in another chapter,
the authors have found TV as a powerful tool for learning and a strong element
for socialization which indicated pro-social effect of television on people. In
short, “TV and human conduct” reflect our information pertaining to mass
communication.
Political T.V News
& Current affairs are very popular in Pakistan. It plays an important part
to transport information of current issues of government and Political parties.
Many private TV channels are fulfilling the masses requirements relating broadcasting
of contents of their interest. For instance, Geo, ARY, Express, Dunya, 24 News,
Sama TV, etc. These TV channel and their talk shows ask soft questions
particularly about our country’s disasters, consequently, people understand each
aspect of our national politics. This research was led by "Muhammad Nawaz
Mahsud" and the topic of research was "Television Channels’ Current
Affairs Programs and Students’ Gratification”. He has noted the
individuals have meaningfully seen some private TV channels in search of
important information pertaining to burning issues. The verdict of the research
paper indicated that the participants of study have watched the “Geo News” with
a keen interest and ignored other channels. This finding of research supported
the hypothesis of research. He perceived the possibility that in comparison
with other channels, “Geo News” seemed to be the first choice of TV viewers. He also observed that respondents' reaction on
the index of their interest taking in private television channels and overall
respondents important take very much interest in watching Geo News. Overall
response of the participants demonstrated that they watch “Geo News” more
keenly than other channels….. He also noted that voters get political
information and change their voting decision as per their own interest and
expectations from parties. In this situation, media coverage has developed
awareness in people, their interest in politics, and also influenced their
voting approach. He further observed that the participants of research also
focused on viewers’ behavior of watching their favorite channels programs with
proper attention. The respondents also observed the image of the TV channels
amongst the viewers.
He noted that the study’s participants meaningfully
bare to the “Express News”. Meanwhile, a difference was noted in the watcher’s
degree of satisfaction with the channels being run in the private sector. The
scholar also observed viewers particular interest in giving attention to
important issues having national level significance. Interestingly, the
researcher has concluded in his study that most participants of this research appeared
satisfied with contents being shown by their favorite channels
Additionally, televisions’
political talk shows that discuss serious issues have created a massive influence
on viewers. For example, “Capital Talk with Hamid Mir” has emerged as one of
the most influential current affairs shows in the country. Host of this talk
show, Mr. Hamid Mir is well informed anchorperson and he often shares breaking
news and important inside information with his viewers. Though he looks like to
side with right wing parties, but sometime he does not truly force his own view
on people. Likewise, “Kal Tak” is also a popular political talk show from Express News. Famous anchorperson and
columnist Javed Chaudhry is the host of this current affairs program. He has a strong
command on political affairs of Pakistan and he puts forward tough and
stimulating questions to the participants of show. It has been observed that
the political talk shows have proved very influential in building public
opinion on certain issues and also endorsed opinion over different observation.
Notably, in the past, it was very difficult for Pakistani viewers to share
their opinion through talk shows of TV channels in live calls. But now the
people are frequently being involved in talk shows through live calls. This change
in strategy of electronic media has provided opportunities to common people to express
their views on TV channels and enjoy liberty of speech. Jack Vowels (2004) in
“Voters’ veto: The 2002 Election in New Zealand and the consolidation of
Minority Government” dedicated a whole chapter on „impact through television
campaign‟. He analyses the influence of news media and in particular the way
television anchors enliven the otherwise boring election campaign with an
invincible victory of Labor party of New-Zealand. Vowels suggested that Media
changes the way people see the world and concluded in this study that it
affected the voters‟ behavior by a series of “attack journalism” focused on the
major party heads and multiparty debates. Frequently featured cynical
interpretation of arguments, statements, video clips of candidates and scandals
were used to adversely affect their credibility. In addition to that frequent
repetition of undecided voters‟ views served to highlight even some lesser
parties like the United Future Party. This strategy paves the way to the minor
parties to reflect them and in addition these minor parties‟ policies were not
subjected to scrutiny as the intentional focus was kept on the bigger ones. The
effect of this political campaign was visible as the outcome of 2002 elections
secured 9 seats for united future party which was able to attain a sole
representation in 1996 and 1999.
= =
Modern studies show a change in senses of
“democracy”. Thus, media is playing an essential role in promoting global
political issues (Gamson, 1999). Moreover, many researchers in the fields of
Social Sciences and Communication have expressed the opinion that mass media
can develop a different in politics by highlighting important political issues.
Several researchers assert that TV channels carry more value in global
political affairs (Baum, 2005; Dahlgren, 2009). For example, TV channels
provide a powerful network for political gatherings and candidates to win
hearts and confidence of their voters for election. TV channels are in a
position play the role of regulator to monitor the supervisory role of public
administrators. Mass media can also influence the administrators to abstain
from shattering the trust of people (Lyangar & McGrady, 2007, 17). Further,
Mcquail (2005) has asserted that it is a fact that television is usually valued
as a source of entertainment, mass media, nonetheless, is capable of performing
a serious role in modern political affairs. It is also an established fact that
TV channels are considered vital source for disseminating news to individuals.
Thus, television is a powerful platform that connects political candidates with
their voters particularly during election. Additionally, television has
remained dependable in its role of being informer for the general public (p.
35). Therefore, many renowned political personalities participate in talk shows
to share agenda and viewpoint of their parties pertaining to debatable issues
that attract voters (Tolson, 2001). Interestingly, since 1990s, frequent
participation of political leaders in current affairs programs has led to a
desirable change in political culture. This tendency has also motivated
scholars to evaluate the possibility of social influence of TV programs
(Timberg, 2002). Essentially, the image of TV programs is deeply rooted in
their competence that makes a split in the socio-political frontiers through
argumentative talk shows that hold government officials and politicians
accountable before public for their actions. Notably, talk shows highlight
important issues which carry interest of common people. This approach develops
a connection and communication among the community and their leaders. Several
political dignitaries make sure their participation in talk shows in which they
share viewpoint of their parties and their own opinion. Their participation in
TV programs elevates their image, popularity of their parties, develops their
bonds with their voters, supporters, and general public because leaders discuss
plans that focus on wellbeing of masses (Lee, 2002; Bernard & Erler, 2003).
Importantly, the PEW Research Center published a
report in 2000, pertaining to key sources of information of election news for
the young generation in the United States. In this report 34 percent of the
participants between 18 to 29 age groups pointed out that they used to get news
about political affairs from talk shows that were relayed late at night. Also,
databases of TV channels and newspapers too endorsed the fact that late night
talk shows were more powerful source of information for youth (Young &
Tisinger, 2006). Furthermore, Robert Lloyd (2009) believed that late night
appearance of Barak Obama in comedy TV programs was seen as an unexpected
development. Because, for the first time the incumbent President of the United
States was appearing in comedy shows. Moreover, Lee (2002) has asserted that
the participation of politicians in talk shows reduces to minimum gap among
people, politicians and ruling elite. He also pointed out that leaders’
frequent participation in infotainment programs can minimize communication gap
between politicians and general public (Lee, 2002). This factor indicates that
TV programs that focus on politics promote the democratic values, influence in
viewers and offer them choices for their political advantages
Previous study
assessed get-out-the-vote campaigns with a strong emphasis on the interactive
part, asking if they increase youth voters. As one example, findings by
Nickerson (2006, 62) specify that ‘political movements are poorly suitable for
mobilizing young voters’ when campaigning from door to door. Few studies,
though, looked beyond the instant effects and examined the results for
political wisdom and attitudes (but see Howard and Posler 2012; McKinney and
Banwart 2005; Nickerson 2006), and most studies has been conducted in the U.S.
American context. It is therefore an open question if outcomes are moveable to
other national backgrounds, such as the Danish one. Even though voters among citizens
in Denmark is fairly high in general, Danish youth are progressively likely to
refrain from voting in local elections (Almlund 2018; see also Hogh and Larsen
2016). Like in other countries, local elections are supposed as of ‘second
order’, which may be one possible reason for low youth voters (Marsh 1998).
Particularly, extant study has proven the key role of socialization mediators
for young citizens’ political commitment in different Western contexts (e.g.
Lee, Shah, and McLeod 2012; Mesch and Coleman, 2007; Moeller et al. 2014), and
given that young people become likewise politically meet people in these
countries (Grasso 2016), there is reason to believe that learning, event
contribution and media use play an vital role in the Danish context as well.
Though, it is an open question if they purpose as similar drivers in an exact
get-out-the-vote campaign, like the one under analysis here. Thus, the scholars
determined that media was major cause of learning of politics, and news
channels promote political awareness. Kuotsu, (2016) discovered that male had
higher level of political awareness as related to women. The factors which
shaped this huge gap between men and women political awareness consist of;
variances in political characters like attentiveness to news or contact to
media, attention in politics, contributing in political discussion and
socio-economic position. Bhatti, Ali, and Hassan (2016) found that majority of
the respondents used electronic media for facts, others used media for the point
of education, and remaining respondents used media for fun. Greater part of the
respondents be fond of different news channels i.e. PTV, Geo TV, Express news,
Dunya News, Samma and ARY news, 24 News, Hum News, Public News. About a partial
of the respondents were spending 3-4 hours with electronic media. A vast
majority, 92.5%, of the respondents expressed the opinion that the electronic
media was playing a vital role in developing political awareness among masses. Moreover,
61.7% of the respondents watched/listened the electronic media and most of them
gave the viewpoint that they were getting adequate political information from
TV channels. Qaiser, Amin, Rasheed & Umair (2014) found that bulk of the
respondents watch Geo news, Express news, Dunya news. The most of the
respondents watch show “Capital Talk with Hamid Meer” than other programs. A
major interest in political talk shows was seen among the respondents and they
were fully happy with the data provided in the “Capital talk with Hamid Meer”.
Thus, the talk shows played a central role in debating importance
of political events like marches, demonstrations, and big gatherings. According to Hayat, Juliana &
Umber (2015), political talk shows in reality were promoting political
awareness among their audiences. The respondents, who mostly watched this talk
show have more information and improve a strong image about their political
truths. This helps them to take part in the current political manner of the
country. The 2013 general election voter turnout, which was 55 percent over
all, indicated the contribution of the youth in the political issues of the
country.
TV programs on politics have brought people closer to the process of politics
by giving them important information and creating awareness in them. Thus, political talk shows had a huge effect on the
rerouting of the opinion and focus of the public. Ali & Ali (2014) found
that News media plays a significant and key role in making political perception
among youth and students. Political discussions and narrative to news media
describes political interests. Private TV channels were weightier than the
government channels for taking the interests in political databases. Though,
media plays a dynamic role in generating awareness regarding political issues
of the state. Media mainly affected the public views and build up the
association between public and political organizations. Beside all this, media
also played a vital role in the clear election process and politically
socializing the people. Pasek, Kenski &Romer (2006) searched that media or
mass media is highly linked with the political awareness of the youth. Youth
had used the media for retrieving news regarding politics and contribution of
civic activities in the state. The awareness about the politics was directly
connected with the concerns of the youth in taking part in the future general
election of the country. Thus, media played a powerful role among American
youth. Ahmed, Hussain & Tariq (2014) found that 48% of respondents were
moved by electronic media which in turn affected their political view about
country’s political condition to great extent whereas 9% were of opinion that
electronic media did not affect political opinion. 90.0% replied that news
channels were playing positive role in growing political understanding among
people to a great extent, and 10% answered that news channels did not play
activist role in developing political awareness. 93%respondents were of view
that news channels were trustworthy sources of political news to some extent,
and 7% said news channels did not have credible sources of political report.
They determined that, electronic media set a great effect on people’s lives
throughout the world. Media technology has reformed and has induced our daily
lives. The rapid penetration of electronic media, discussion on important
political matters, plans, and live coverage of breaking news are now easily
within the reach of masses. Ali, Sohail & Hassan (2013) investigated that
50% students liked to argue political issues with others. 48% students took
ideas from newspapers for debate. 76% students took facts from TV while only 6%
students took points from radio. It was determined that Mass Media played a
strong and influencing role in generating political awareness among University
students. Most students spent media time for 1-3 hours. The development of
political knowledge through media has major effect involvement of in political
debates. Interestingly, the researchers have identified thoughtful improvements
in media and existing society which originated a unique political interaction in
people that is entirely different from earlier studies pertaining to political synergy.
Recent studies indicate a visible change in political interactions while
meanings of “Democracy” are being investigated. Importantly, Importantly,
Garramone and Aktin’s have based their reasoning on two important aspects of
politics and concepts along
with comparison of impact of media networks such as TV, Radio,
and print media on the masses. For this experiment, people belonging to
different age groups were selected to discuss content of media. The study observed that the electronic media
coverage was more influential than print media news. Scholars of this research further
noted that the broadcast coverage was good predictor of major issues rather
than basic knowledge. Similarly, news coverage in print media also predicts two
types of awareness in people. Meanwhile, the research further demonstrated that
the electronic media coverage was closely linked to the interpersonal debate
than anticipated contribution while the news published in print media was just contribution
rather than igniting a debate. For example, made played a very vibrant role in restoration
of judiciary in Pakistan. To achieve this goal, media developed political
insight among masses, including youth with the aim to support an autonomous
judiciary in the country. Nonetheless, some of our political participants did
not endorse the judiciary’s restoration. In fact, media reflected the
aspirations of a majority in the country and supported their agenda. Therefore,
the political talk shows generated heated debates on current issues and
performed a powerful role in infusing political insight among the masses,
including our youth. For example, in 2008 elections, media changed the attitude
of common electorates by presenting debates on programs of different parties in
Pakistan. Importantly, the image of the candidates, their election campaigns
and future plans prove major factors in attracting votes. These factors develop
interest in voters to get performance of the political parties. This tendency
also generates a question concerning the source of information. It is understood
that majority of Pakistanis get information about their favorite political parties
through media.
It is the verdict of
many authors that watching TV news improves the political contribution,
information, civic engagement, political efficacy and faith in political system
(Norris, 1996, 2000a, 2000b; Shah, McLeod, & Yoon, 2001; Zhang & Chia,
2006; Ho et al., 2011; Kim, Scheufele, & Han, 2011).Vote casting is
considered as example of democratic political process and it is found directly
related with viewing news frequently (Paterson, 2000). Some scholars have
determined differently, that TV is the cause for destruction of information
levels among viewer. Not everyone have a tendency to grab information from TV
channels, as certain people switch to entertainment content for the purpose of
looking for fun thus bring about the declining voter turnout (Gentzkow, 2006).
Young people are appealed to modern forms of media like TV Talk shows, TV news
magazine shows, cable TV, and TV is very significant source of knowledge for
them (Katz, 1993; Hoffman & Thomson, 2009). Emphasis on youth for
researching media influence can be accounted for the reason that in this age
effects can be sounder than the adult viewers who have already mature
observation and views (Arnett, 1995). People who are stated to be energetic in
their early age, they stay same in the later years also (Jennings & Stoker,
2004). 66 % Pakistanis trust that TV talk shows deliver trustworthy information
(Gallup Pakistan, 2013) and youth is fulfilled with amount of reporting given
to key issues by political talk shows (Mashud et al., 2013). In this situation
and in the light of already done studies, this study will emphasis on the
influence either “good” or vicious” of TV News channel use on the political
participation, civic engagement and political information.
Before 2013 election,
the Election Commission of Pakistan (ECP) issued certain guidelines, directing
media organizations to provide equal and impartial coverage to all candidates
in elections irrespective of their political affiliations. However, the
enforcement of the ECP’s Code of Conduct for media, was not possible as the
Commission lacked monitoring of coverage for candidates. The only option to
deal with coverage was the complaints from the candidates, seeking media
coverage. However, the media remained active in coverage of 2013 elections. In
an attempt to give maximum coverage to election-related activities, the new
channels dedicated most of their airtime to report issues concerning elections.
Furthermore, TV programs relating to election provided analysis to viewers
about the candidates, political parties’ activities, programs and election
arrangements. Similarly, newspapers also gave an extensive regular coverage to
election-related activities. Some newspapers launched special pages to provide
maximum coverage to election. This extraordinary reporting and extensive
funding of electronic and print media through political parties’ advertising
campaigns created an election-dominated media situation at that time. There
were reports that some leading media groups gave excessive coverage to certain
political parties and contestants with the consent of editors and TV
anchorpersons. Nevertheless, apolitical citizens and overseas viewers supported
a balanced media coverage of parties and candidates.
Television is the
main news medium in cities, while radio is key to reach the rural electorate.
The state still holds a control on native services; hence the state-run
Pakistan Television Corporation (PTV) is the only newscaster with a countrywide
reach.141 The commercial broadcasting zone is varied, with GEO TV office for by
far the largest viewers and share of commercial revenue.142 Of 160
privately-owned radio stations, only a few air programming that is generated by
journalists in employment by the media house. Most radio news bulletins
replicate the output of the state-run news agency, Associated Press of
Pakistan, delivering a uniform reporting of events of public importance,
including the elections. According to Darr, Hitt and Dunaway (2018) in America
there is an increased split voting due to changed media atmosphere through both
addition and subtraction. They discussed that American politics has
significantly affected due to failure of local newspaper. They detected that
there is a major decrease in split-ticket voting in areas where newspaper is
closed. Memon et al. (2018) studied that how much communicative situation of
family influence on youth for the contribution in politics. They provided a
realistic justification of youth contribution in politics which motivated by
the peer group political socialization activities. Zakuan, Sani, Abdullah &
Azmi, 2018) examined the factors influencing women contribution in elections
and resolved that they have least interest in political preference. While
electing, majority of women electorates support women nominated contenders,
they also observed that demographic background has important impact. Riaz,
Nazir and Bhatti (2018) examined that political programs were the main basis of
political knowledge. It also be decided that exposure to political news on
television made youth political well aware. Political advertisement and news
worthy events affecting youth may play vital role in political campaigning and
results (Campbell, Martin, & Fabos, 2000; Quigley, 2006). The youth is easy
to be motivated for political goods because they are not so much sure in
political thoughts compared to old and clever people (Jennings & Niemi,
1981). They are likely as more vulnerable to an attitudinal change for
political decisions (Sears, 1983). Drawing on an example of USA elections 2004
shows that the youth was one of the most determined segments in presidential
movement (US Federal Election Commission, 2004). Contents and timeliness of
political contents seem to be vital in appealing pessimistic state of mind of
younger people (Elenbaas & de Vreese, 2008). Rise of technologies like 24-h
news cycle through internet; have not meaningfully affected the importance of
the electronic media, which provides an easily available and trustworthy news
source to youth (Quigley, 2006) to understand the national or regional
political system (Chaffee & Kanihan, 1997). Young adults, according to
several studies, have shown to score the lowest in nearly every political
field, indicating that the demographic has been dissatisfied with their
involvement in politics. For instance, they have the smallest percentage when
it comes to participating in election polls, and this percentage is further
decreasing as more and more young adults dissociate with political parties (Kimberlee,
2002; Hooghe et al., 2004; Fieldhouse et al., 2007; Cross and Young, 2008). To
capture their disconnection with politics, it can be said that “young people
are less concerned with politics, less politically informed, do not contribute
in social or political activities, are more indifferent, and have low levels of
political attention” (Quintelier, 2007, p. 165). Furthermore, the distinction
between the younger and the older demographics’ involvement in politics can be
attributed to their age. As the age of participants’ increases from young to
middle aged, their contribution in politics also increases, and then it
declines as they get older. For decades, this curve has been a topic for
researchers to study (Jennings, 1979), and it must be clearly distinguished
between lifecycle effects and generational effects. Firstly, the lifecycle
framework denotes that the increase or decrease of political contribution is
the result of different stages in a person’s life (Nie et al., 1974). For
instance, political contribution may be of little importance to people that
have more pressing personal affairs. This can be especially true for the
younger demographic (Highton and Wolfinger, 2001). Since everyone has limited
time for things, being involved in politics can be expensive for people trying
to organize their lives (ibid.). Additionally, as young adults, they become
more familiar with the electoral and political processes. In fact, certain steps
of maturity have proven to effect a person’s political contribution behavior.
For example, actions such as settling down, getting married (Stoker and
Jennings, 1995), graduating from college or being employed can effect one’s
involvement in politics. Certain authors, however, state that these results
narrate only to the effect on voting turnout and that lifecycle effects have
very little influence on other forms of political contribution (Quintelier,
2007). On the other hand, studies undertaken on non-institutionalized
contribution indicate that lifecycle effects are also applicable in this
circumstance. Definitely, they concern personal obtainability and mention “the
lack of personal limitations that may amplify the dangers and expenditures
involved with movement contribution, including but not limited to being
employed full-time, marriage, and household responsibilities” (McAdam, 1986, p.
70). Moreover, the social movement research illustrated impacts related to this
on the younger demographic, in that the lack of such limitations helps increase
their contribution to politics (Beyerlein and Hipp, 2006; Saunders et al.,
2012; Earl et al., 2017). Secondly, the generational effects hypothesis is
grounded on the supposition that political socialization has lasting effects
exerted on by pre-adult socialization. Consequently, each person may experience
growth in political philosophy during their youth. Based on this claim, certain
authors suppose that; since the younger demographic these days is less
energetic, it’s political contribution will be fairly weak as compared to the
older population (Martikainen et al., 2005). This can be attributed to the fact
that achieving the milestones of adulthood today has become more difficult for
the younger population (Arnett, 2014; Tagliabue et al., 2014), thus, resulting
in an irreversible gap in political contribution. Additionally, studies show
that young adults keep these features that distinguish them from previous
generations and that this will lead to a replacement of the current voters by a
more inactive generation of political contributors (Quintelier, 2007). Members
of the European Union, namely Greece, Spain, and Portugal, were severely
impacted by the economic crisis while also suffering from high unemployment
rates in the youth (Tosun et al., 2019). These circumstances are a direct
result of the falling institutionalized and increasing non-institutionalized
forms of political contribution among young adults. This catastrophe and its
harsh effects on the younger demographic have led the research on southern
European countries to, e.g., and at the side of other forms of political
involvement (Sloam, 2014), provided valuable insight on young adults’ political
contribution on the internet. Online participation is honestly supposed as a
cheaper and more accessible alternative even during times of crisis, which is
when Pacheco and Plutzer (2008) have anticipate lower levels of contribution. Additionally,
Espinar-Ruiz and Gonzalez-Rio (2015) as well as Calenda and Meijer (2009) have
discovered through large-N surveys that multiple forms of political involvement
have a significant connection with time spent on the internet. However, research
conducted by Theocharis (2011) on Greece shows partial contradiction with these
verdicts. The author discusses that even though a post materialist mindset is
encouraged on the internet, it is also the case that this mindset is the result
an honest indifference with political involvement. Besides research on online
contribution, the economic crisis has provided invaluable knowledge on the correlation
between neoliberal strategies and the young demographic’s informal contribution
to politics (Sotiris, 2010; Sakellaropoulos, 2012; Zamponi and Gonzalez, 2017).
In fact, this also applies to extremist situations (Koronaiou et al., 2015),
showing that neoliberal policies are often the primary trigger of rally or
radicalism, even though they do not represent the actual core cause. Akin to the studies conducted on northern
European cases, research in central and Western Europe has been fruitful to our
knowledge of similarities between European nations in the forms of contribution
and political mindset. These relative studies (Timmerman, 2009; Cammaerts et
al., 2014) show similarities in the involvement of Europe's younger demographic.
Cammaerts et al. (2014) discovered that unsatisfactory political involvement in
the United Kingdom, France, Spain, Austria, Finland, and Hungary is a result of
the existing organizational nature of the political systems and its discourse, making
the young demographic feel alienated. During her research on municipalities in
the UK and the Netherlands, Timmerman (2009) discovered that neither state
provides sufficient entry points for the younger demographic to contribute or
take part in discussions or the democratic procedure in general. Hooghe and
Stolle (2003) found that youngsters in Germany, France and the UK are less
likely to vote or contribute through established means as compared to adults,
however, they are more inclined to participate through non-institutionalized
means. This is also the case for Belgium as discovered by Hooghe et al. (2004)
and Quintelier and Hooghe (2011). The studies focused on various areas, from
attachment in associations or elective behavior to political involvement, e.g.,
in the form of rally. Here, young adults are revealed to different contexts,
as, e.g., the case of Eastern Europe with several post-communist countries has
illustrated. In the past, this limited selection meant that audiences were not
always able to self-select coverage to precise types of programming. Due to
programming practices, even audiences interested in sitcoms were almost
inevitably revealed to news and current affairs programs. In the current
high-choice media atmosphere, however, choice and self-selection play a much
better role, allowing audiences to select exact forms of media content to a
much greater level than was the case when the uses and gratifications approach
was first developed in the literature. In his own study, Prior (2007, p. 35)
demon-started that, whereas in a low-choice T.V environment some 80% of all
audiences watch at least some news program items, this is only 42% in
high-choice atmosphere. Not only have newscasters fine-tuned their programing
tactics, serving definite niche viewers, but most families now also have access
to many more channels than ever before (Chaffee & Frank, 1996). In a
‘‘high-choice media situation,’’ audiences can easily avoid political
knowledge, and therefore the least interested are the highest likely to avoid
political programs. This development makes it even more not likely that general
media special effects will be found, as various viewers segments can and do
have totally different television watching preferences and motivations
(Ruggiero, 2000). In most of the literature, it has indeed been verified that
the use of mass media for information is linked with higher levels of
contribution, whereas the opposite is true for the entertaining use
(Holtz-Bacha, 1990; Y. M. Kim & Vishak, 2008; Putnam, 2000; Sotirovic &
McLeod, 2001; Zhang & Chia, 2006). Newton (1999) claimed that viewing films
leads to a reduced level of political information and political attention.
Hooghe (2002) similarly resolved that movies and soaps (i.e., entertainment
programs) do not have an influence on political efficacy. On the other hand,
Norris and other authors found that viewing television news raises the level of
political information, civic and political involvement, attention, social
belief, and efficacy (Ho et al., 2011; E. Kim, Scheufele, &Han, 2011; Norris,
1996, 2000a, 2000b; Shah, McLeod, & Yoon, 2001; Zhang & Chia, 2006).
Newton (1999) established that viewing television news increased political
information, political interest, and the feeling that democracy works. In line
with these results, Prior (2007) verified that viewing television news is
related with greater political information, attention, and higher elector
turnout, particularly among the less cultured. Jung, Kim, and Homero (2011),
finally, have shown that the use of news media motives political contribution,
and this positive effect is mediated by political debate, political facts, and
efficacy. Interestingly, traditional media (television), holds a central
position to reach out to a large number of youth although an era of new and
altering media choices has surfaced. Education-oriented knowledge and awareness
programs are being aired nationwide through different networks of TV channels. Many
TV programs, including telenovelas, are being watched in different areas which
are delivering different messages in a very effective manner. For instance, in
UK, Channel-4, known as a public service broadcasting network motivated young
adults to “pop” their “voting cherry” in a sexual innuendo-laden television.
This channel, therefore, infused confidence in young generation and influenced
them to participate in the 2017 elections. Several young celebrities belonging
to showbiz proudly remembered their joyous moments of casting votes for the
“first time,” in different places such as a library, primary school, and a
village hall. TV channels broadcast their messages to promote celebrities’
democratic right of participating on voting with the aim to inspire youngsters
to participate in democratic process in an entertaining way. In Pakistan, a large
number of the people trust on TV news, the best example of this is 2008 and
2013 general elections (Javaid & Elahi, 2014). However, media and communication
scholars claim that media does not directly effects individuals political
favorites and beliefs. Rather, the
media generates the psychological grounds for assessment by
“altering the relative weight people give to several thoughts
that make up the conclusive
evaluation” (Cho, 2005),
hence, refusing the concept
of media as
a “magic bullet”
or “hypodermic-syringe” (Eveland & Thomson, 2006).
Similarly, Mutz (2002)
declares that informational
media use assigns resources (knowledge) for political
conversation and produces chances for exposure to viewpoints inaccessible in one’s
social network. Identically,
it means the
conception of Lazars Feld model
which explains that
interpersonal sources (opinion
leaders) translate media messages
within the interpersonal
network (Schäfer, 2015).
Similarly, Shah et al.
(2005), examined the mediation
model of the citizen communication observed that the use of informational media (whether online or
offline) impacts democratic
citizen behaviors such
as civic and political contribution through
interpersonal communication.
In Pakistan, political parties excessively use
electronic media, particularly TV Channels; in election movements with strong
attention on youth because youth (15-29 years of age) comprises of 31.9 percent
of total population whereas 64 percent population is under the age of 30 years
(Economic Survey of Pakistan, 2013-14). In Pakistan’s General Elections 2018,
use of electronic media in political campaigns was significantly higher,
compared to that of 2013 due to higher focus on the young voters in 2018.
Political parties mainly used Geo, ARY, and Express, due to their broader
viewership.
CHAPTER#3
THEORATICAL
FRAMEWORKS
The study
based on famous theories Agenda Setting and Uses and Gratification.
1. Uses and Gratification:
The theory
was introduced by Blumeler and Katz in 1974 in the article "The uses of
mass communication: It is a popular approach to understand mass communication.
The theory places more focus on the consumer, or audience, instead of the
actual message itself by asking "what people do with media" rather
than “what media does to people". This theory describe how people use
a particular media to achieve their certain goals. It is believed that this
theory is based on audience-oriented approaches. This is how youth in Pakistan have political interest,
participate in politics, and mobilize.
2. Agenda Setting Theory: In 1972, Maxwell Mc Combs and Donald
Shaw introduced the theory of agenda setting. The theory of agenda setting
based on powerful influence and impact of the media. Media is setting agenda
for public, what and how to think? This theory further
revealed that media greatly influences people and convinces them what they must
perceive in place of what actually they have in mind. For instance, when a news
is reported frequently with prominence, people start considering it as an
important issue.
When people see the political information then they promote motivation for
their action.
CHAPTER# 4
METHODOLOGY
In order to test hypothesis of this
dissertation research have used quantitative survey method and has formulated a
questionnaire on google form. The questionnaire is constructed with analytical,
close ended questions along with the 3-point Likert scale consisting of
multiple options, 1= Yes, 2= No, 3= Don’t Know and 5 point Likert scale which
has the option, 1= Agree, 2= Strongly Agree, 3= Disagree, 4= Strongly Disagree,
5= Neutral. The universe is Lahore and population of students is taken from Lahore University, FC College and The
University of the Punjab. Research selected the sample of (N=200) respondents
including (N=100) from Lahore University
, (N=50) from FC College, (N=50) from University of The Punjab. Lahore University and Punjab
University have students from all over the country, subsequently the population
is mixed of different provinces and socioeconomic backgrounds.
In this study the Electronic Media
used as independent variable and political mobilization and political
participation used as dependent variable.
The concept of this dissertation
shows that electronic media provide support to the dependent variables
political mobilization and political participation. Political mobilization is
that through which action is stimulated by individuals itself or by others,
that is planned, carried out, and evaluated by individuals, groups and
organization on a participatory and sustained basis to improve the political
participation, action and basic needs.
Political participation includes political
activities such as political campaign, attending political rallies and protest
and vote during elections. For the collection of data from the selected sample
of respondents, the researcher has used probability sampling and selected
simple random sampling technique in the study. Wimmer and Dominic (2011)
explained the probability sampling uses mathematical calculation and random
sampling uses the element, subject and the unit of population. Hence, students
of intermediate, bachelors, and master’s degree are selected in random sampling
and considered them as youth. The method is quantitative survey study design.
Initially data collection was very difficult due to lock down in the country,
researcher used personal contacts, and used Whatsapp, and Email to distribute
the link of survey. After data collection the researcher ran some descriptive
statistics results to find the errors. The researcher use Statistical Package
for Social Science (SPSS) software to analyze the data and correlations and
regression analyze to test the proposed hypothesis.
CHAPTER# 5
RESULTS AND
ANALYSIS
Findings:
In order to investigate the first
hypothesis (H1) of the study, which is: Electronic Media usage have a
significant relationship with political mobilization, Linear Regression test
has been applied to data. Statistical analysis reveals that a significant
relationship (R square value= .120, B value= .379, P value= .000) exist between
both values (Table 1).
|
Table 1 Relationship of Electronic
Media Usage with Political Mobilization (N= 200) |
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Table 1 depicts the
relationship between political mobilization and Electronic Media usage with an
R Value= .347 (.3< r < .5) show the moderate correlation between both
variables and Significant P value= .000 which is the less than 0.05 shows that
there is a significant relationship between both variables. R2 Value= .120 show that independent
variable (Electronic Media Usage) has 12% impact on dependent variable
(Political Mobilization).
In pursuance to analyze
the (H2) of the study which is: political mobilization and political
participation have the significant relationship with each other, the
correlation test has been applied to the data.
|
Table 2 Relationship
of Political Mobilization and Political Participation (N=200) |
||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||
Table 2 shows that Political
Mobilization strongly correlate with Political Participation at .575 and
significant at .000
Hence result of the study support
the both hypothesis (H1, H2) because a significant relationship is found
between Electronic Media usage and Political Mobilization. Similarly Political
Mobilization has been found significantly correlated to Political
Participation.
|
Table 3
Descriptive Statistics |
||||||||||||
|
Discussion & Analysis
Role
of Electronic Media in creating Political Mobilization:
To analyse the role of Electronic
Media in creating political mobilization among educated youth of Pakistan
during general election 2018 in Pakistan during general election 2018 several
question have been asked from respondents i.e. how often do you discuss
politics and public affairs with friends? 36.3% people have discuss every day,
35.2% once a week, 18.1% once a month, and 10.4% never discuss political and
public affairs (M= 2.0259, SD= .98126). In general would you describe your
political views as? 8.2% people describe their views very conservative, 30.4%
conservative, 48.5% moderate, 12.9% liberal, (M= 2.6598, SD= .80654). Do you
share political views with others? 23.6% always, 55.4% some times, 13.8% very
often, and 7.2% never (M= 2.0462, SD= .81413). Does the discussion change your
political views? 52.8% said yes, 47.2% said No (M= 1.4715, SD= .50049). During
General Election 2018 in Pakistan, has there been a time when you decide to
take action involving a political or social issue because of something you saw
on TV? 35.2% take action to involve in a political or social issues and 40.9%
have not taken action to involve in political or social issues (M= 1.8860, SD=
.76203).
Role
of Electronic Media in creating Political Participation:
In order to measure political
participation in General Election 2018 in Pakistan, a 3 Likert scale has been
used with the possible options yes, no, don’t know. Have you casted your vote
in General Election 2018? 47.2% respondent casted their vote and 52.8%
respondent did not cast their vote (M= 1.5282 SD= .50049).Have you casted your
vote for political party you have been supporting since five years ago? 40%
respondent said yes and 60% respondent said No (M= 1.6000, SD= .49116). Do you participate or have interest in social
activities around you. 86.7% said yes and 13.3% said No (M= 1.1327, SD=
.34007). Have worked for political party 8.7% respondent said always, 26.0% respondent
said sometimes 65.3% respondent said never. (M= 2.5663, SD= .64901). Have you
participate in political event. 11.2% respondent said always, 45.9% respondent
said sometimes and 42.9% respondent said never (M= 2.3163, SD= .66559). When do
you donate to political party? 9.2% said always, 24.0% said sometimes, 66.8%
said never (M= 2.5765, SD= .65575). How many times did you become a political
agent? 8.2% said always, 16.3% said sometimes and 75.5% said never (M= 2.6735,
SD= .62060).
Moreover respondents have been asked
to inform overall role of electronic media in creating political participation
because of political mobilization among educated youth of Pakistan, below table
reveals significant role.
|
Table 4 Role of
Electronic Media in creating Political Participation |
|||||||||||||||||||||||||||||||||||||||||||||||||
|
CHAPTER#6
CONCLUSION
The study was aimed to investigate
the role of Electronic Media in creating political mobilization among youth
during General Election 2018 in Pakistan, with the hypothesis (H1): TV news
channels have a significant relationship with political mobilization.
(H2): Political mobilization and
political participation have a significant relationship with each other. It has
been concluded that significant relationship lies between Electronic Media and
Political Mobilization and Political Participation and Political Mobilization
significantly correlate with each other.
In simple words, person who watch
Electronic Media (T.V Channels) more time are more mobilized and more
participate in political activities, and they have more knowledge regarding
politics, current affairs, and they are well aware of situation in country.
Similarly the person who frequently watch current affairs, news debates for
political purpose are more active participants in political matters. As for as
the role of electronic media in creating political mobilization among youth in
general election 2018 in Pakistan, majority of respondents admitted that
Electronic Media has significant role to educate them regarding politics and
also help them in choosing a right candidate during the general election of
2018 in Pakistan.
Conclusively, the study has
determined that Electronic Media has an important role in creating political
mobilization among youth and also encourage them to participate actively in
political matters of the country.
It is presumed that youth in
Pakistan understand the significance of Electronic Media and also know that
Electronic Media educate people regarding politics and the government
activities. The respondents said they discuss and share political views with
friends.
Hence the result of the study
support the hypothesis of the study.
.
