Incidental Exposure to the Political Contents on Social Media and Political Participation in Pakistan

Abstract

The study aimed to investigate the association between incidental exposure on social media political contents and political participation. Social networking sites play an important role in political participation. While existing literature extensively explores the impact of social media on political engagement in Pakistan, there is a notable gap in understanding the influence of incidental exposure on social media on political participation. In this Research quantitative research design was used. A survey method was used to collect data from the chosen sample of 300 respondents. The data was collected online through purposive sampling. The findings of the study reveal that people mostly use YouTube, Facebook and Instagram. Furthermore, Incidental exposure on social media leads to political information acquiring and also leads people to participate in political activities. This study underscores their capacity to engage individuals previously disinterested in politics. These platforms emerge as catalysts for political involvement, particularly in the context of Pakistan