Abstract
This study investigated the nexus of politics, youth and media, drawing on the example of General Elections 2013 of Pakistan. It analysed the youth oriented advertisements (YOAs) of three major pol...
Highlights
Mass media have evolved into a powerful tool that can be used for political, social, cultural and economic change (Ferguson, 2000; Figueras-Maz, Ríos, & Rodríguez-Martínez, 2013; Sihvonen, 2015; Quigley, 2006)
Drawing on the example of General Elections 2013, this study examined the level of emphasis paid to youth by three major political parties, e.g. Pakistan Muslim League Nawaz Group (PML (N)), Pakistan People’s Party Parliamentarian (PPPP) and Pakistan Tehreek-e-Insaaf (PTI), while publishing political advertisements in leading Urdu Dailies
Data collection In the Pakistan’s General Elections 2013, Election Commission of Pakistan (ECP) allocated symbols to 148 political parties (Table 1), and accepted the nomination papers of 16,692 candidacies; of which around 5,000 candidates were for 342 National Assembly seats, and 11,692 candidates contested for 728 seats of the Provincial Assemblies (PAs) of four provinces (EUEOMP, 2013)
Summary
Mass media have evolved into a powerful tool that can be used for political, social, cultural and economic change (Ferguson, 2000; Figueras-Maz, Ríos, & Rodríguez-Martínez, 2013; Sihvonen, 2015; Quigley, 2006). A substantial development can be observed in media technology, which in resulting in continuous flow of huge volume of information to the public It has enhanced the chances of public awareness in all aspects including politics (Kroll-Smith, Couch, & Levine, 2002). In Pakistan, political parties excessively use print media, newspapers, in election campaigns with strong focus on youth because almost 35% of registered voters in Pakistan are aged 18–30, and 58% are aged 18–40 (ECP, 2013). Alawode and Adesanya (2016) analyzed the contents of political advertisements published before 2015 Elections in Nigeria, and classified the contents in terms of tone (e.g. harsh, subtle and friendly). These recent studies have not emphasized youth in their analysis. This study will contribute significantly to the existing literature on politics-media-youth nexus in the country
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