Arts, Humanities and Social Science

Impact of Political Communication on the Voting Behavior of Youth of Lahore
Arsha Saleem Meer, Dr Zahid Yousaf

The study aims to investigate the Impact of Political communication on the voting behavior of youth of Lahore. Political communication is a procedure that incorporates political foundations and performing artists, the news media and, vitally, residents. Each demonstration of political correspondence created by parties, intrigue gatherings, or the media is intended for nationals, to advise them, to impact them. It is the cooperation between these three gatherings that issue in political communication. Inside governmental issues, correspondence streams move in numerous ways: descending from overseeing specialists to nationals, on a level plane between political performers, including news media, and upward from subjects and gatherings to the political establishments. The researcher intends to explore the impact of political communication on the voting behavior of youth. Through using, survey method as a tool for data collection. The researcher selects the sample from population through convenient sampling. The sample size of this research was 500. The responses have gathered through close-ended questionnaires in the survey. This study has suggested two hypotheses, i.e. H.1 Political communication is a major source of awareness regarding political parties and their manifesto among youth. H.3 Awareness and positive attitude created through Political communication is expected to affect the voting behavior of youth. The hypothesis has tested by applying statistical methods. The Chi-Square test has applied which showed the significant results. The findings revealed that through political communication, youth formed the attitudes, make opinions and change their voting behavior in elections.

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