Abstract
Today, electronic media are playing an essential role in altering public opinion and political structure in a country.The role of electronic media is specifically significant in Pakistan as Pakistan has a larger and more vibrantly active Media landscape. The study also investigates the relevant effects of media content on Pakistani youth. The researcher employed the case study method and randomly selected a sample of n= 300 respondents from three public and three private sector universities in Lahore. The results indicated that Pakistani youth have good media exposure and frequently watch political discussion-based programs. Respondents also revealed that different news and current affairs channels affect the political efficacy of the youth and general population in Pakistan. Thus the research concluded that youngsters watch news and current affairs channels, no matter how biased that content is. Political Talk shows are much more prevalent,especially during election campaigns and other political situations.Further, the research discussed the limitations and made recommendations for future studies accordingly.
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