Understanding Social Media's Impact on Political Behavior in the 2024 General Elections of Pakistan

Abstract

This study aims to explore the impact of social media on political attitudes and behaviors among Pakistani voters during the 2024 General Elections. Pakistan, a diverse and populous South Asian nation, has experienced a tumultuous political history, including periods of democratic governance and military rule. The 2024 General Elections represented a critical moment in its political landscape, with significant shifts in political behavior influenced by social media. The study employs a mixed-methods approach, integrating Almond and Powell’s political system model and the system theory of political communication. Data was collected through an online questionnaire from a population of voters in Lahore, with a sample size of 243 participants. The questionnaire was designed to ensure construct validity and reliability, with measures like Cronbach’s alpha for internal consistency. Statistical analysis techniques were used to examine the data. Findings strongly support the hypothesis that exposure to political content on social media is associated with changes in political attitudes and behaviors among Pakistani voters during the 2024 General Elections. The study recommends that political parties should enhance their engagement on social media platforms to effectively influence voter behavior. Additionally, further research is suggested to explore the long-term impacts of social media on political engagement in different regions of Pakistan.