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Title: Facebook and Political Socialization in Pakistan: An Exploratory Study
Authors: Noor Nabi Khan, Azam Jan, Abdul Qayum Khan
Journal: Journal of Social Sciences Research & Policy (JSSRP)
| Category | From | To |
|---|---|---|
| Y | 2024-10-01 | 2025-12-31 |
Publisher: Global Institute of Social Sciences Research PVT Limited
Country: Pakistan
Year: 2024
Volume: 2
Issue: 3
Language: English
Keywords: FacebookPolitical SocializationPakistanYouth
Facebook is a social networking site where users, especially young people, can connect with each other for a variety of reasons, including political socialization. This study examines how young people in Khyber Pakhtunkhwa (KP), Pakistan, make use of Facebook for political information and in turn political socialization. The Uses and Gratification theory provides theoretical foundation for the current research study. Data collection was accomplished using a survey research methodology. A standardized questionnaire served as the research tool in this exploratory research. Students enrolled in seven selected universities of KP made up the population for this study. In total, 525 students, including undergraduate and graduate were selected using convenient sampling technique. The sample size was extracted from the total enrolment of the aforementioned universities by using the Cochran's formula. The researcher received 501 responses from participants. Analysis of the data disclosed that political parties and politicians engage with voters by means of Facebook for political socialization.
To examine how young people in Khyber Pakhtunkhwa (KP), Pakistan, use Facebook for political information and political socialization.
Survey research methodology using a standardized questionnaire. The study population comprised students from seven selected universities in KP. A sample of 525 undergraduate and graduate students was selected using convenient sampling. 501 responses were analyzed. The theoretical foundation is the Uses and Gratification theory.
graph TD;
A["Define Research Objective"] --> B["Select Theoretical Framework: Uses and Gratification Theory"];
C["Design Questionnaire"] --> D["Identify Study Population: Universities in KP"];
E["Select Sample: 525 Students"] --> F["Data Collection via Survey"];
G["Analyze 501 Responses"] --> H["Interpret Findings"];
H --> I["Draw Conclusions"];
The study suggests that political parties and leaders in Pakistan utilize Facebook for political socialization, influencing voter turnout, connecting with constituents, and mobilizing participation in political demonstrations. The findings align with the Uses and Gratification theory, indicating active audience engagement with media to fulfill specific needs.
- A significant majority of respondents (87%) access the internet via mobile phones.
- Approximately 54% of users log in to Facebook more than four times a day, and 33% spend over four hours daily on the platform.
- 43.3% of respondents agreed that Facebook use affects voter turnout.
- 51.1% of students believed Facebook brings political parties closer to voters.
- 52% of respondents indicated that Facebook is used to persuade people to participate in political demonstrations.
Facebook is a popular platform among university students in Khyber Pakhtunkhwa, Pakistan, for political socialization. Political actors leverage Facebook to engage with the public, impacting political awareness, participation, and mobilization.
- Facebook was co-founded by Mark Zuckerberg in 2004 with fellow Harvard University classmates. (Confirmed by text)
- In the 2016 US presidential election, Donald Trump's campaign spent $44 million on Facebook commercials, while Hillary Clinton's campaign spent $28 million. (Confirmed by text)
- The study surveyed 501 students from seven selected universities in Khyber Pakhtunkhwa, Pakistan. (Confirmed by text)
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