RELATIONSHIP AMONG SOCIAL MEDIA USES, INTERNET MEDIATION AND POLITICAL PARTICIPATION IN PAKISTAN

Abstract

Purpose of the study: This study explores the relationship between internet connectivity, social media usage, and political participation. Besides, assess the connection between political participation and vote casting behaviour on social media.
 Methodology: The researchers used the Uses and Gratification theory and adopted a quantitative method to collect people's views. A designed questionnaire disseminates among 375 male and female Gujrat and Chi-Square analyses conducted on respondents' data.
 Main Findings: The study's demographic findings reveal that most of the respondents belong to age 18-30 with BA/MA education. Students with single marital status use Facebook most of the time to get political information. The study results reveal that those who use social media platforms actively participate in political activities.
 Applications of this study: Pakistani people frequently use social media applications like Facebook and Twitter daily to discuss political information. Active social media participants play an important role in political activities and provoke others to participate in the voting process.
 Novelty/Originality of this study: Investigating the function of information technology in political practice will reinforce new democratic processes in economically developing countries such as Pakistan. The democratic system in Pakistan is not robust. Social media is experimenting with voter self-promotion and mobilisation to influence voters to change power dynamics in a politically motivated way.