Social Networking Usage and Trends Among Voters of Sindh, Pakistan

Unlike the preceding campaigns, developments in media technology come up with efficient and effective media campaigns, providing candidates more possibilities to attain even larger groups of constituents with very little effort. However, with the advent of new media traditional media sustain its place in politics. Politicians still utilize traditional media to provide political information but still, the growth of the Internet and its associated technologies has made a profound impact on contemporary political campaigns. Internet-based activism for a wide variety of political causes has also increased due to the growth of social media technologies, such as Facebook, Twitter, and YouTube. Through this study, the researcher tries to investigate which medium has greater exposure to political content. For this purpose, researchers select three main Political Parties of Pakistan, having most of the public affiliation. These political parties are "Pakistan Muslim League Nawaz (PML N), Pakistan People's Party (PPP), and Pakistan Tehreek e Insaaf (PTI) the data was collected by applying a purposive nonprobability sampling technique. Whereas, the finding is presented in tabular form and then the data findings in the table have been described. The key finding showed those respondents were frequent users of social media specifically Facebook and Twitter. They have enough exposure to political content through social media. The finding shows that users consume knowledge regarding party manifestos and have much knowledge of political content through social media political campaigns. Despite social media, traditional media also has a profound reach to the audience with political content.