A study of Perception about Manifestoes of Main Stream Political Parties of Pakistan shaped by...

AbstractOur existing society is called 21st century “the century of

Information, Communication, and Globalization” The present

thesis goes over one of the encounters of the 21st century.

This thesis is a proof of how distant the spread of

information can go. The phenomenon that is discussed later

is namely social media and its effect on the perception of

university students about political party manifesto. In this

research study, there were two main questions, after two

questions 21 other sub close-ended questions are asked from

each respondent. This research study contains a sample size

of 312 respondents from the University of Sargodha and

Quaid-e-Azam University Islamabad. A Stratified Convenience

sampling method has been used to collect data for result

purpose. The collected data has been analyzed through SPSS

program Version 17.0, where I did correlation analyses to

track the relationship between the different independent

variables and the dependent variable. Four main social media

sites have been selected which are Facebook, Twitter,

MySpace, and Orkut. Further, three main political parties

have been opted which include Pakistan Muslim League Nawaz

(PMLN), Pakistan Peoples’ Party (PPP), and Pakistan Tehreek-

e-Insa’af (PTI). There are five objectives and nine

hypotheses of this research study. The study results reveal

that students gained most political knowledge about

political party manifesto from social media rather than

Electronic Media. In addition, the results indicated that

users of social media sites are taking keen interest in

political contents, political news, political party

manifesto, and other national and international issues. It

has been observed, that Pakistan Muslim League (Nawaz) is

most popular political party overall, and its policies are

more favorable for the respondents of both universities. So

it is highly recommended that social media is not only

source of political knowledge and information for university

students, but also shaping and molding students’ perceptions

as well.

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Chapter 1

Introduction

Coverage of media is the spark of life in the field of

Political Communication. Media shapes and molds the user’s

perception about national and international politics and

issues. This process of communication creates the reality

and truth through which political action is based on the

media. Media discloses and highlights political issues

everywhere. Media makes an easy political environment for a

common person. The power and significance of media are

determined in every modern society. With the help of Social

media, every common person can get and retrieve information

about every segment and choice of his life (Cited at:

www.unesco.org).

Social media has a great power to influence the truth

and reality. In the current state of media, media can

reshape information and knowledge. After reshaping the

information and knowledge, the media presents it as a

reality. In the political scenario of Pakistan, we observe

that throughout our political history Pakistani politics are

the center of political and global information for the

entire world (Guth, 2009). Now we are emerging as a delicate

state in the world, Pakistan is having different challenges

like political crisis, energy crises, political instability,

and war of terrorism (Cited at: www.academia.edu).

Use of Social media for the purpose of politics is not

new around the world. With the help of Social media in

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political campaigns, Social media has become an absolutely a

vital part of every political party and political

leadership. Political parties can influence on youth, which

is backbone of voters through social media (Boggs, 1989).

Social media political parties’ official pages are getting

more attention and popularity than official website of

political party. It is very important for political parties

and political candidates to get attached with their voters.

The use of Social media in today’s political campaign is not

only very significant for a political party, but it is also

very critical for a voter especially youth (Sartori, 2005).

We see that millions of persons are engaged in

utilizing social networking sites for their everyday

political and social needs. Social media political contents

are creating a bridgehead between political parties and

voters. Social media has become a widespread platform for a

political campaign. Political parties conceive Social media

sites and their political pages as part of their political

campaign (Chadwick, 2005). Today Social media has a very

huge influence on every country's election. Due to use of

Social media and rapid speed of information sharing,

political parties and political workers are getting directly

involved in the political process and interact with the

voters without any intervention.

Due to direct involvement between political party and

voter, the political attachment between voter and political

party has a very significant impact on election results. Use

of Social media in political campaigns is very pervasive and

can enhance political affiliation between voters and4

political party everywhere in the glove (Cited at:

www.source.southuniversity.edu).

1.1) Mass Media

Generally, the term “mass media” refers to any mode of

communication, news bulletin, wireless, radio, motion

pictures, and Television. Mass media is conceived as to

reach the masses and that tends to set standards, ideas, and

aims of the masses (Katz & Lazarsfeld, 1970). The

characteristic feature of any

mass media undertaking is the

dissemination of the information

and concepts to the entire

public.

1.2) New Media

We use the term “New Media” to recount media ecology, such

as publications, TV, and Radio. These types of media is

“converging” into “Digital

Media” with the passage of time,

especially interactive media and

media for Social connection and

interactions like Social media.

Sites of Social networking are

becoming more popular and better

liked and have become part of

everyday life (Bargh & McKenna,

2004).

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Due to characteristics of Social media, young people

are fascinated to Social networking Sites more aggressively

and rapidly. In the 21st century, the Digital age supplies a

variety of new opportunities for young persons and youth.

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1.3) Social Media

Definition of Social

media is such Media, which is

designed to be disseminating

information through social

interactions. Social media is

also conceived as using highly

accessible and scalable

announcing methods using the Internet. There are many

examples of Social media in digital ages, which include

LinkedIn, Facebook, Twitter, Flickr, Orkut and YouTube,

iTunes U, MySpace and Second Life (Warren, 2010).

1.4) Brief History of Social Media

Social media is not new.

Social media have recently

become popular part of

mainstream culture and the

enterprise world politics.

People have been utilizing

digital media for social

networking, socializing, and information seeking since about

over 30 years (Lerman, 2007). We can characterize Social

media in different ways. Initially social media was started

as a concept many years ago. However, Social media has

evolved into sophisticated expertise. We see that the

notions of Social media can be antiquated back to the use of

the analog phone, which is used for Social interactions

between people.

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The most recognizable use of Social media was through

“innovative submission.” This structure was an online

dialogue structure, conceived by Ward Christensen and Randy

Suess who were previously IBM employee (Cited at:

www.edge.org). Primarily, they envisioned a place where they

could immediately communicate their co-employees for

broadcast messages, meetings, accounts, and other official

activities. They use Social media through cell phones and

somewhat than making multiple phone calls, and circulating

memos.

They were looking into conceiving a computerized

bulletin board, which is why they entitled the program CBBS

(Computerized Bulletin Board System). Soon after many other

employees supported and got their ideas and remarks in the

assumed “online community”. This vital happening was a

significant episode in the history of computer and Internet

and then social interactions. We can say that this was the

birth of online social networking (Cited at: www.edge.org).

1.5) Categorization of Social Media

Social media can be characterized in many

distinguishing types. These types are including on

magazines, weblogs, Internet forums, Social blogs, Micro

blogging, Social systems, Wikis, podcasts, images, videos,

ranking, and social book marking (Phillips, 2009). Various

categorization schemes are in trend of social media

categorization. Although “Kaplan” and “Helen” created a

category design in their enterprise Horizons article (Cited

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at: www.nmc.org). They categorized social media in six main

kinds descriptively as below.

1. Projects of Collaborative (e.g., Wikipedia, Wiki

Series)

2. Micro Blogs and Blogs (like, twitter)

3. Peer contents of groups (like, YouTube)

4. Sites of Social networking (like, Facebook)

5. Game World (like game of conflicts)

6. Virtual Social Worlds (like Second Life)

1.6) State of Social Media Globally

Social media is an emerging power of mass media all

around the globe. The users of social media can interact

with each other with the help of Social media sites, without

any restriction and boundary of religion, race, age, gender,

and caste. Social media has no boundaries and no limitations

at its usage (Latchem & Jung, 2009). User of social media

can get attracted with each other with the help of a single

Email ID and user account on desired Social media site.

Users of social media are greatly increasing globally and

nationwide locally. The main sites of social networking are

Facebook, Twitter, Orkut, YouTube, MySpace, LinkedIn, Yahoo,

and Google (DiMaggio, 2001).

These are most famous sites in the field of public

interaction and connection. Now social media has become the

most popular media in developed countries as compare to

under develop countries. Social media is most popular media

as compare to other media, like print and electronic media9

among youth. Globally Netherlands is on the top ranking in

the use of Social media all over the globe. 63.5% population

of Netherland is almost using Social media regularly on

daily basis.

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1.7) State of Social Media in Pakistan

With the passage of time,

Social media has influenced on the

lifestyle of Pakistani people

especially on youth and university

students. Use of social media is

very easy, portable and cheap to

interact and communicate with each

other on Social media sites. Now

social media is used as a new trend setting in Pakistani

politics. Social media is also used in persuasive activity

as well as in the field of political communication

(Gallagher, 2002).

Most of Pakistani population belongs to the country

areas; interest of Pakistanis in the direction of these

social sites and the growing number of users is astonishing.

Flexibility of sign has normally been a topic in Pakistan.

Social media has been labouring for its flexibility of talk

for decades in this homeland. The emergence of Social media

has given this power to everyone in our humanity now (Cited

at: blogs.arynews.tv). The most popular social media website

in Pakistan is Facebook. In Pakistan, more than 10.16

Million people users are using Facebook out of an

international more than 1 billion approximately. Twitter and

LinkedIn have 1.9 million and 1.2 million users in Pakistan

respectively (Takhteyev et al., 2012).

Google in addition to Interest emerged to have far

fewer users in Pakistan. Social media is also more popular

in Pakistan because of the accessibility of Smart phones at

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sensible and cheap prices. A numbers of people who are

utilizing Social media on their cell phones rather than

desktops and laptops. In the overall censes of the world,

Pakistan falls on 27th position in the use of Social media.

Few years ago, Facebook and other social networking sites

were looked down upon as the activities of frivolous and

inactive youth. Due to regular and intensive use of Social

media sites by the Pakistani youth, online chatting was

considered as an evil those days (Cited at:

www.nation.com.pk).

Use of Internet and social media were labeled as an

evil at homes. After some time emergence of the positive

aspects of Social media and Internet, this concept was

totally changed (Jewkes, 2010). With the passage of time and

regular and intensive use of Social media, Facebook and

Twitter has become a sign of individual’s identity globally

and nationally (Cited at: www.kas.de). Now social gathering

and use of Social media are in the hands of every Media

activists, analysts, and journalists. The exponential boost

in the influence of social media is a sign of a shocking

nightmare for the governments everywhere on the globe. A

couple of negative and affirmative effects of Social media

are recounted underneath (Swanson, 2012). According to the

UN development events 2013 Annual report, (16.8%) Pakistanis

were utilizing the Internet every day (Djeflat, 2009). Due

to easy and cheap accessibility of Internet facility

everywhere in Pakistan on mobile phones, this Figure has

been bigger with (67.2%).

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According to Pakistan Telecommunication Administration

(PTA) more than 20 million, Pakistanis are on-line using

social networks. The Facebook users are (32.86%) of total

on-line community. The number of new users who signed in to

Facebook’s account had advanced by one million. A number of

5.19 million Pakistani Facebook users are over the age of 18

years of which 3.57 million are men and 1.59 million are

women (Cited at: www.tribune.com.pk).

There are also over 1.9 million users of Twitter in

Pakistan. Twitter is second more well liked social

networking site of Pakistan. Due to the restrictions

enforced by the Election commission of Pakistan in the

current elections of May 2013, a gigantic client following

the tendency of conceiving political promotion has to move

to the Social media. Social media is a cheap “advertising

media” where there is no need to pay any “governmental

taxes” or the bulletin for publication (Flounders, 2006).

One report suggested that Social media in Pakistan has

developed almost 50% in the latest election atmosphere. In

supplement to above, political employees and supporters

commenced huge SMS and MMS crusades to leverage their voters

(Cited at: www.pakistanpress foundation.org).

A recent report by BBC expresses that, there is 16

Million Pakistanis who are using Facebook every day and

belongs to Facebook Community. A very large number of fake

IDs are also observed in Pakistan web streaming. A huge

large number of 82 lac Pakistani males are using Facebook.

There are also 3.6 Million women’s in Pakistan are enjoying

the Facebook community. Main political parties of Pakistan13

have also created their Face book’s follower page called

official political party pages. Pakistanis and overseas

Pakistanis like these official political party pages also.

Apart from the exact pages of all political parties on

social sites, numerous followers have created their own

pages and distributing connections around the clock (Cited

at : www.blogs.hindustantimes.com).

1.8) Social Media and Perception

Perception is an active and long-term method of

selecting, organizing, and interpreting persons, things,

events, positions, and activities (Katzet al., 1973).

Perception is very critical to our efforts. Perception is

conceived as significance. Perception leads the way toward

how we make sense of knowledge with the peoples who are

attached with us. Through perception, we observe ourselves

that what we perceive about ourselves other ones, things,

and events around us. Through perception we give suitable

meanings to our observations, knowledge, information, and

after this we broadcast these to other ones (Davidson,

1987).

In political dissuasions, difference between two

distinct perceptions does not signify that the perception of

one individual is more correct and reliable than that of the

other. although, it’s signify that contact between persons

who observe things differently may require more

comprehending, discussion, persuasion, and tolerance of

those dissimilarities. Perception, like construction, is a

complex phenomenon (Jan, 2009). Over the past 15 years of

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Social media, it has taken the Gale through the onset of

Social media. About 90 Percent of U.S. Internet users visit

a Social media site each month. We reside in such a mostly

global society, conceiving and sustaining an “online

occurrence” has become most applicable in promoting your

emblem and expanding your social mesh (Cited at:

www.huffingtonpost.com).

In periods of perception, we all have a perfect self.

Everybody wishes to maximize their careers, occupation, and

affiliation and aspires to be like those who we find more

success in their lives. Exclusive use of Social media

continues to develop the notion of giving our perfect

selves. Our personality has become more and more prevalent

on Social media platforms such as Facebook, Twitter, and

MySpace (Oatway, 2012). The consequences of the media on

insight can even influence a nation’s politics. Reviews were

undertaken regarding how numerous people accepted falsehoods

and misconceptions voiced by US reporters. The deduction was

that the Social media does really leverage the average

person's opinion and beliefs, but these findings are not

proof that the Social media can affect a person’s ballot

(Barabas, 2004).

Another effect of the Social media on insight is that

the more often a health topic is mentioned, the more grave

persons assume it is. Studies display that even a lone

occurrence in the report can boost public concern. One study

showed that health students who have much more information

about infections than the mean person were greatly leveraged

by the Social media too (Atkin, 2001). There is a large15

concern of difference between “what is real and what is

wrong”? This difference is presented to us through Social

media. “Media is reshaping and molding our perceptions.” You

may not believe that there is when we ignore information and

maintain fixed. Previously very resolute views of events,

things, and persons; we are using a perceptual set (Vasalou

et al., 2010).

Perceptual set permits our previous knowledge to focus

or command our insights so what we eradicate information

that is distinct or has altered about any topic, object,

happening, or individual. This is a type of stereotyping.

Stereotyping is the categorizing of the issues, things,

events, and people without regard to exclusive one-by-one

characteristics and qualities. Perceptual set and

stereotyping are alike in that they both engage selective

vigilance and selective keeping (Zahabi, 2010).The

distinction between stereotype and perceptual set is that

stereotype utilizes categories while perceptual set does

not. The key is to avoid the assumption that perceptual

groups will habitually be unquestionable.

Many students who are in connection can accept this as

true and fair. Greatest single problem with human connection

is the assumption that our insights are always correct.

Using Social media for measuring perceptions in forecasting

elections is highly argumentative. The researchers find that

there is no affirmation in researchers yet on what measures

should be utilized for successful submission. The researcher

should not propose an agent sample of the voting community

(Cited at: www.wellesley.edu).16

1.9) A New Regime of Social Media

In 2008, elections a new era of the election campaign

have evolved in Pakistani politics by shifting the aim of

attention from the streets to Social media. This undertaking

can be called as social media political campaigning. Every

self-considering top political party is trying to make its

extreme effort to cover the cyberspace better than its

rivals do. One of the determinants of climbing on Social

media campaigning is the restrictions imposed by the

Election Commission. Approximately, more than 10 Million

individuals in Pakistan use Social media and especially

Facebook as the well-liked social networking platform (Cited

at: www.academia.edu).

1.10) Positive Aspects of Social Media

In the religious perspective, the positive aspect of

Social media is sharing and spreading Islamic knowledge and

information by using social media outlets. Moreover, Social

media has given an open medium to the peoples for raising

the issues, which would reach with the entire public (Cited

at: www.digitalcommons.wayne.edu).

Through Social media, issues are highlighted loud and

clear to the Social media users. Political communication is

a very large and interesting part of Social media. Political

communication provides the opportunities to the voters to

know about their leaders, party ideology, and party

manifestos. These help voters decide who is the best

party/candidate for the nominated position (Cited at:

www.madinaesani.wordpress.com).17

1.11) Negative Impacts of Social Media

Facebook and other Social media websites are helping to

intelligence agencies and other criminal peoples where

people will share their information and bio data. This

information includes emails, websites, phone no, home

addresses, business/job info, school/college/ university's

hometown and their current locations (Ramana, 2011).

In addition to this, Social media can be a source of

spreading vulgarity, issue of fake Ids. Decline in

individuals' privacy is other negative aspects of Social

media. Moreover, the excessive use of Social media makes

individual anti-social.

1.12) Social Media as New Platform for Political

Discussion

Recently, Social media sites have become the most

mighty and healthy source of political news and information.

Social media is a very significant resource for the

political mobilization and implementation of political

ideology all around the globe (Hindman, 2009). Social media

has been instrumental in carrying political and social

changes by providing possibilities. In the current political

dominance of political parties, Social media has performed a

significant role in the political and social revolutions

(McChesney, 2004).

Media analysts said that the possible impact of social

media on general elections was very large for the first time

in Pakistan’s annals as a good figure of juvenile voters

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visited this media of connection. Social media proved as a

prime platform of data for the youngsters voting for the

first time in the May 2013 elections in Pakistan (Couldry,

2004).

Most users of the social media are the youngsters

according to accounts experts accept as true that youngsters

that emerge uninterested in government will play more

decisive in elections. Currently Social media usage

increased by 50% throughout the last couple of weeks before

the elections, transient 8 million monthly and 805 of

Pakistani expended more than an hour each day on the

Internet (Ziccardi, 2013).

Transformation of Iran policies and incident of Wall

Street Journal all are major demonstrations of world great

movements. These movements are carried out on social media.

Pakistan is furthermore, part of this international Social

media mesh. Pakistani youth is developing attitudes

considering social and political matters. The new pattern of

Social media use in Pakistan seems to be no distinct than

the US and UK (Metzgar & Maruggi, 2009).

Discussing political viewpoint we see that political

parties regularly reinforce their voters to enhance their

vote bank and political power utilizing social media forums

in Pakistan. The idea is to attract young community that is

elderly 18-24, who have not ever cast ballots in any

elections previously. This will leads to ballot for their

party in the forthcoming elections in 2013 in Pakistan

(Udayakumar, 2005).

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In the current election of 2013, all major political

parties of Pakistan have also used Social media for this

purpose. All political parties are regularly utilizing

Social media sites like MySpace, Orkut, Twitter, and

Facebook. Political parties are trying to enhancing

political communication between voter and political party to

expand their party ideology as well as providing day-to-day

report revisions regarding their authority and party efforts

(Carty, 2010). Active and regular participation in the

Social media has become a political norms and attitude for

the leading political parties in Pakistan. It is an

affirmative development from the political perspective but

still far behind in the sense that only a little percentage

has gotten access to the Internet and Social media (Singh,

1986). The tendencies toward social media can be observed

in increasing attractiveness. It is furthermore, a positive

tendency from the viewpoint of the growth of the political

scheme in Pakistan as it would supply forums to new parties

who are unable to get a fair possibility to be part of the

political system through accepted means (Cited at:

www.pakistantoday.com.pk).

1.13) Selected Sites of Social Media

1.13.1) Facebook

Facebook is a social

networking web service, which is

initially launched in 2004. “Mark

Zuckerberg” is known as the

founder of Facebook. Mark

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Zuckerberg in February 2004 was a student of Computer

Science at Harvard University. Initially, the Original name

of Facebook was the Facebook (Fuchs, 2009). Mark Zuckerberg

distributed media sheets among new students and staff of

Harvard to profile them. This is how the site got its name.

At the start, Facebook has begun as a localized social

network made of the students and students of Harvard

University. Facebook was actually made for hacking Harvard’s

database, which is a contained identification image of

students (Emruliet al., 2011).

The initial concept was really to contrast the faces of

students with images of animals for entertainment motives.

Although, due to the possibly damaging contents of the

location, the creators determined to put it down before it

caught the attention of the school administration (Naughton,

2012).After some time the submission was close down, but the

concept of creating an online community of students was

becoming into reality.

The stage was then improved and sooner than they

anticipated. Facebook was unrestricted in campuses other

than Harvard. Later, high schools were already beginning to

get attracted to this idea of having online groups on

internet, thus opening the website to the junior population

(Vie, 2007). In 2006, “Facebook” finally suggested the

opening to the rest of the world. As 2007 approached, the

registrants come to an overwhelming digit approximately one

million dozen. Facebook has grown to become the biggest and

most well liked social networking location today with a

large number of communities. 21

1.13.2) Twitter

Twitter is also a very popular

social networking and micro blogging

site on the Internet. Using Twitter

users can mail 140-character notes;

these notes are called tweets. Apart

from broadcasting tweets to an audience

of followers, Twitter users can interact with one another in

two prime public ways is tweets and mentions. Retweets

proceed as a pattern of endorsing. These two means of

connection Retweets and mentions to assist distinct and

complementary reasons. Hash tags are another significant

characteristic of the Twitter stage. They permit users to

annotate tweets with metadata identifying the theme or

intended audience of a communication (Hannon, 2012).

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1.13.3) MySpace

MySpace is a social networking

service with powerful melodies

focus belongs to by the exact Media

LLC and pop melody's vocalist and

player “Justin Timberlake” (Fuchs,

2009). MySpace was initially

launched in August 2003 and is headquartered is sited in

Beverly Hills, California. MySpace was founded in 2003 by

developer Tom Anderson. From 2005 until early 2008, MySpace

was the most travelled site to the social networking in the

world, and in June 2006, surpassed Google as the most

travelled to the website in the United States (Pallis et

al., 2011). Facebook surpassed MySpace in April 2008;

MySpace was having Figure of exclusive worldwide visitors,

and was surpassed in the Figure of

exclusive United States of America

visitors in May 2009 (Cited at

www.myspace.com). MySpace had an

important influence on pop

heritage and melodies” and

conceived as a gaming platform

that commenced the achievements of “Zynga and Rock (Ryan &

Jones, 2011). In June 2013, MySpace had 25 million exclusive

American visitors.

1.13.4) Orkut

Orkut is also a social networking web site. Orkut is

functioned by Google. The service is formed to assist user’s23

engagement new and vintage associates and sustain existing

relationships. The web site is entitled once its creator,

Google employee “Orkut Büyükkökten.” Orkut is one in every

of the foremost visited websites in Asian country and

Brazil. A complete variety of 59.1% of Orkut’s users is from

Brazil, followed by Asian country with 27.1% and Japan with

6.7%. Initially, Orkut was originally hosted in California,

in August 2008 Google proclaimed that Orkut would be fully

organized and operated in Brazil, by “Google Brazil”. This

was resolute because of the massive Brazilian consumer base

and development of lawful problems (Grimmelmann, 2009).

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1.14) Political Communication

Political communications is an

interactive process between voter and

political party, member and leader who

create the relation to the

transmission of information which

amidst political leaders, the news

media and the public (Habermas, 2006).

The political process operates down-wards from ruling

organizations in the direction of citizens and up from

public opinion in the direction of the administration. The

publications in political communications can be subdivided

into further categories (Cited at: www.hks.harvard.edu).

1.15) Political Party

A political party is a set of principles and ideology.

These sets of principles sometimes called the “party

platform". Political parties play a vital and crucial role

in democracy building in every country. Democracy is

unthinkable without political parties, the Government and

hardworking Citizenship. Political parties are an essential

component of democracy in all over world democratic nations

(Hale, 2006). A political party can compete in elections and

mobilize people behind “specific visions” of society as well

as through their presentation to the legislature. Political

parties offer citizens of their country for significant

alternatives in governance, avenues for political

participation, and opportunities to form their country’s

future (Preda, 2006). In numerous nations, however,

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political parties fail to reply to citizens’ concerns and

are broadly distrusted by the public. If public confidence

in political parties and the public is compromised, the

entire population suffers. All over

the world democracies, the party

system should be durably entrenched

in the fabric of society (Cited at:

www.ndi.org).

1.16) Manifesto

A manifesto is an “in writing

public declaration of the aims, motives, or outlooks of the

issuer” by any individual, assembly, political party and or

government (Yanoshevsky, 2009). It often is political in the

environment, but may present an individual's life stance.

(www. dictionary.com) Manifestos relating to religious

conviction are generally referred to as “creeds” (McGreevy,

1997). In this study, three main Political Parties of

Pakistan’s Manifesto and insight about these parties’ role

considering to their manifesto has been critically analyzed.

These Parties are Pakistan Muslim League Nawaz (PMLN),

Pakistan People’s Party (PPP), and Pakistan Tehreek e

Insa’af (PTI) led by Imran Khan.

1.16.1) Manifesto of Pakistan Muslim League (Nawaz)

Pakistan Muslim League Nawaz (PML-N) is a leading and

governing political party of Pakistan. “Main Nawaz Sharif”

is the president of party. PML (N) manifesto focuses on to

get the homeland out of the nefariousness of the multiple

trials of load shedding. The PML (N) manifesto is an all26

implementation agenda for nationwide renewal and honest

change to revive the “self-assurance” of people. Pakistan

Muslim league manifesto guarantees that after their

government, party lead Pakistan as a progressive and

prosperous nation.

According to party manifesto, Hazard, South Punjab and

Bahawalpur provinces will be conceived the party in

government will eliminate VIP heritage and expenses of the

Presidency, major Minister. Governors and head ministers

will be significantly reduced. In manifestoes, the party

leader expressed that smallest wages of workers will be

gradually enhanced to Rest 15, 000 per month. Exports will

be sales tax free. According to the manifesto, the PML-N

government will insert a transparent scheme of earning's

support procedures for needy families with a special focus

on widows and orphans. In the manifesto, a dynamic

nationwide “Youth Policy” will be applied through the

ability development program to conceive one million

positions for “apprenticeship”, self-paid work borrowings

shall be expended (Kronstadt, 2008).

In PML (N) Manifesto, the Services for youth are going

to be utilized in nationwide acquirement events and involve

youth in governance at a localized level through special

seats reserved for them within the union and District

assemblies. Nationwide “Day for Minorities” is going to be

commemorated and they are going to have entire flexibility

of adoration and faith. Leadership targeted that the PML-N

government can grant balloting rights to all overseas

Pakistanis and dual Nationals (Basu, 2009).27

A slogan of “Aao Badlain Pakistan” program is additionally

proclaimed in manifesto of PML (N) to inspire overseas

Pakistanis towards development of Pakistan. Freedom of media

is going to be secured and extremely regarded by PML (N)

government. Comprehensive protection styles are going to

provide to reporters against death and wound, finance

established for teaching of reporters and PTV/PBC to be

created autonomous bodies (Cited at: www.nation.com.pk).

The Manifesto of the PML-N guarantees the advancement

of literacy and value of Education at its top-most priority.

Party identifies the role of teachers’ as a significant

factor in the provision of quality Education. Party

manifesto envisions educator jobs be made more attractive

with allocate of higher wages to educators who possess

qualification and produce better results. It, furthermore,

pledged to abolish the elitist education system by

conceiving equal opportunities to entire public. In addition

to economic reforms developed renewal was the “Main agenda”

in the manifesto of PML (N) (Cited at:

www.dailymailnews.com).

This is considered to be accomplished by the adoption

of an export-led development scheme sustained by bigger

foreign direct investments. PML (N) manifesto wowed its

determination to creation of new Job's possibilities;

creation of lodgings for reduced earning's families, macro-

economic stability. In its manifesto, PML (N) prepared aim

on power security, continuous availability and

affordability.

28

In alignment to accomplish such goals, it determined to

conceive ministry of Petroleum and Natural assets through

the merger of Ministries of water and power, petroleum and

natural assets, restructures of nationwide Electric-Powered

Power Regulatory Authority (NEPRA). PML (N) manifesto

focuses on restructures of the circulation businesses,

restructures of generating businesses and restructures of

the oil and gas regulatory administration.

Advancement of food and agriculture sector was another

factor in the manifesto of PML (N). This was believed to be

accomplished by turning agriculture into a fully-viable

financial industry, focus on little ranchers, development of

livestock, and modernization of farming Education. Other

significant facets of the PML (N) manifesto encompassed the

provision of popular government through the local government

scheme. Civil service restructures and police officer

restructures, up to gradation of research and expertise's

sector, and the provision of speedy and cheap fairness to

every person of Pakistan.

29

1.16.2) Manifesto Of Pakistan People’s Party (PPP)

Pakistan People’s Party

(PPP) manifesto was

slogan out as “Roti Kapra

aur Makan” by its former

chief Zulfiqar Ali

Bhutto“(ZA Bhutto)”.

Recently PPP has spread

out its manifesto endeavoring to connect the gulf among

distinct strata of the humanity. PPP leader focusing

initially on settling the troubles of a disadvantaged

segment of the society as claimed by its previous well-known

manifesto mentioned which is focused on ‘Roti, Kapra our Makan’.

PPP manifesto is to board upon a new era (Richter et al.,

1980).

PPP top priority leader “Farhat Ullah Babur” clarified

the main objectives of the manifesto of 2013 elections

issued by PPP. According to manifesto, Pakistan People’s

Party (PPP) is very resolute to bring about alterations

directed at financial growth. PPP manifesto goals are to

enhance the learning and educational facilities for poor and

needy persons. People’s Party manifesto fundamentally

focuses the quality of life.

According to the manifesto, PPP will refurbish the

administration of the government in the tribal areas and to

halt the “pro-Taliban forces” from utilizing its territory

to climb on attacks on neighboring Afghanistan (Janda et

al., 1995).According to manifesto PPP, party will made a

30

significant part the women empowerment in its manifesto. PPP

manifestoes pledges to take key steps in this consider

(Cited at: www.aaj.tv).

PPP Election Manifesto consisted of service to Islam,

safeguarding solidarity and integrity of Pakistan's people

welfare and their engagement in government, abolition of

unemployment, uplifting of the rural population and

preservation of flexibility of expression. PPP manifesto

shows itself pledged with the value education for which it

pledges inputs of educational teaching, curriculum,

computers, textbooks, testing, and evaluation.

Salient characteristics of PPP manifesto encompass

ensuring basic needs of the people of Pakistan like, Benazir

Income Support Programme, advancement of health, avoidance

of infections, and therapy of the ailments of common

persons. PPP manifesto also focuses on implementation of

nationwide health protection principle, bringing reforms in

medical Education, bringing foundation that is more powerful

by advancing health of mother and newborn baby, improvement

in family planning amenities and giving lodgings amenities

for all. Second significant issue in the manifesto of PPP is

to empower the every persons of Pakistan, where every

individual can recognize his or her full potential in the

society without prejudice. This is founded on the standard

that the same privileges, entitlements, and possibilities

are due to all human beings. PPP improved its firm pledge to

the women, the minorities, the young kids, and the weak

(Ziring, 1993). It also displayed its commitment in the

31

direction of giving flexibility of expression and the right

to information.

1.16.3) Manifestos of Pakistan Tehreek e Insa’af

Pakistan Tehreek I Insa’af is a newly emerged political

party in Pakistani politics. This party is under supervision

of “Imran khan.” Imran khan is a former cricketer and

popular social personality. A very well educated person and

known as a political leader in Pakistan. Party leader Dr

“Shereen Mizari” presented PTI

election 2103 manifesto.

In a press conference, Dr

Shereen Mizari said that according

to the party manifesto, fairness

and objectivity would be made equal

for all. There will be no

distinction between the rich and the poor,” According to PTI

manifesto, we will be in view on “Karachi unrest issue.” The

PTI manifesto asserted, “They will start an action against

the terrorist of any political party who is involved

directly or indirectly in Karachi unrest.” PTI manifestoes,

furthermore, delineated that the allowance of the defense

part will be reorganized. PTI Policies further confirmed

that railway ministry would be re-established in their

government (Cited at: www.tribune.com.pk).

In the manifesto of PTI, there are Policies for the

enhancement of value and quality education, curriculum,

teacher selection process and teaching, literacy, students’

evaluation, dropouts, institutional development higher32

education; Students support, financing Education, public

personal partnership, community participation and

administration of Education. PTI manifesto pledges to boost

get access to and improve the quality of education at all

grades on crisis cornerstone. PTI Manifesto declares to

launch nationwide literacy campaign by mobilizing all

segments of society, including new graduates, jobless youth.

Here are some Salient Characteristics of the PTI Manifesto

1. Lead country out of the wrinkles of ‘War on Terrorism’.

2. Create new job facilities for youth especially for

women and youth.

3. Announce local government election agenda in the first

100 days of approaching into power.

4. Enclosure new regulations to ensure that the fee

structure of the private schools is equal with the

quality of education they provide.

5. Remove all indemnities, privileges and rebates or

grants expanded to vote into office representatives and

government officials, encompassing the leader and major

Minister.

6. To create paid work in country areas and establish a

mechanical certification Institute.

7. All governance in towns and villages would be developed

to the municipality.

8. Primary health care for the poor and the wholesome will

be free.

9. Use of natural assets for development of the homeland

10. Agriculture restructures and 15% agriculture levy on

countries exceeding 50 acres.33

11. Justice for women, minorities, poor and deprived

12. One scheme of Education for all

1.17) National Political Parties of Pakistan on Social

Media

Pakistan has a multi-party democracy. It has glimpsed

diverse infantry authorities as well. Since no one, party

has a possibility of profiting power solely; the parties

work with each other to pattern coalition governments

(Druckman & Parkin, 2003). In this research study, there are

three main Political Parties of Pakistan. These parties are

those who are having a majority of public affiliation. These

Parties are “Pakistan Muslim League Nawaz (PML N), Pakistan

People’s Party (PPP), and Pakistan Tehreek e Insa’af (PTI)”

led by Imran Khan.

34

1.17.1) Pakistan Muslim League (N) Party Official Page on

Social Media

Pakistan Muslim league (N) has a very powerful,

popular, and analytical page on Social media sites like

Facebook, Twitter, and Orkut. These pages are gaining more

and more popularity and page likes and getting voters’ good

will and affiliation. In contrast to Social media pages,

Facebook page of PML (N) is very popular among the voters

and youth. Pakistan Muslim league (N) has more than 0.2

million likes on his page (Cited at:

www.Facebook.com.pml.n.official). In Twitter and Orkut PML

(N) has a very influential page. A cross and favorable

virtual activism is very expressively seen in these pages’

posts

1.17.2) Pakistan People’s Party Official Fan Page

Pakistan People’s party, furthermore, joined the Social

media campaign. PPP has official fan pages on Facebook,

Twitter, and Orkut. PPP has also party leaders’ official

pages and popular pages, which are unofficial. PPP has party

official pages on social media. The party admins and other

officials host these pages. Other party supporters are also

created unofficial pages on social media to enhance the

popularity of PPP.

1.17.3) Pakistan Tehreek E Insa’af Social Media Awakening

The Pakistan Tehreek-I-Inset (PTI) is one of the

pioneer parties in Pakistan who launched themselves on

Social media and expressly Facebook after “Pervez Musharraf”

35

official fan page. PTI Chairman Imran Khan capitalizes on

Facebook, and Twitter to launch his political career and

promote himself as a political party leader.

Imran Khan’s popularity has expanded manifold because

of Social media. He has been adept in conveying his

viewpoint and party agenda effectively by the Social media.

Pakistan Tehreek e Insa’af Social media awakening on the

authorized PTI page on Facebook, the videos of PTI head

people Imran Khan, particularly his video address on D Chowk

profited special attention.

Official PTI page before the election was bursting with

the note “when the leader falls for a nation, the territory

increases for the leader," change has arrived, Naya Pakistan,

Roti, Kapra aur Makan cheen raha hay hukmaran. It called on the

country youth to cast their votes at any cost and to teach

other voters. Pakistan Tehreek e 1 Million users liked

Insa’af, official fan page while 314,817 had commented on it

(Cited at: www.facebook.com/PTIOfficial).

1.18) Social media and Counter Virtual Activism

Social media is a very large platform of virtual

activism. Peoples express their opinion and expressions very

boldly and broadly. On official political pages of political

parties, this activism is observed very commonly and

famously (Donsbach, 2002). Positive and negative expressions

of supporters are pointed on the wall posts, videos,

pictures, and party leader statements. It is also observed

that vulgarity and the Social media users use negative

language on comments (Cited at: www.slideshare.net). 36

1.19) Comparison of Manifestos of Mainstream Political

Parties

Comparison manifestos of foremost political parties

Pakistan's news today declared manifestos of foremost

political parties as “most promises impractical. Foremost

problems ignored.” Saying in their research conducted by

“PILDAT” that in the backdrop of pushing matters facing the

country, manifestos of top five mainstream political parties

are a combination of disarray and depression pledges, said

analysts and experts of PILDAT. PILDAT conveyed out analysis

of the manifestos of foremost Pakistani political parties

(Cited at: www.pildat.org).

1.20) Statement of Problem

Recent technological developments, including the

smartphones, laptops and the Internet, have lessened

physical barriers to communication and make people

communicate through global network. Social media sites, like

Twitter, Facebook, and My Space etc. have changed the way

people interact with each other. People’s interactions

during using social media always show social activities,

forming different groups according to their preferences, and

education levels.

The use of social media in politics is also widespread.

Furthermore, this research shows the importance of social

media in political movements and activism of university

students. This study, therefore, will investigate the use of

social media and student’s perception regarding manifesto of

mainstream political parties; this study will also look at

37

the political contents and activism of university students

during use of social media sites especially Face book,

Twitter, MySpace and Orkut.

There are many effects on university students’

political perception and behavior change due to intensive

use of social media. On my site, I will investigate some of

the effects on student’s perception regarding political

party’s manifesto using selected social media sites.

38

1.21) Research Questions

1. What is the perception of university students about the

Manifestoes of Main-Stream Political Parties of

Pakistan shaped by Social media?

2. What are university students’ perceptions towards

political parties’ contents using selected social media

sites?

1.22) Significance of Study

Fundamentally, the media is a tool and its uses are a

reflection of the people who use it. So understanding the

media itself and its dynamics will help in using it and in

mitigating its downsides (Cited at:

www.stakeholders.ofcom.org.uk). The rapid growth of Social

media sites, their popularity among young people and their

relative success in retaining users, has ensured that Social

media have been never far from the news.

It is clear from the development of social media, that

further evaluation is the uncharted territory for

stakeholders. It is difficult to predict what impact this

will have on communications, ICT skills, and social issues

(Bernstein et al., 2009). As users, policymakers,

businesses, educators and parents seek to understand many-

to-many communications such as Social media, it is essential

we understand current usage and behavior and identify

potential problems so that they can be addressed.

This can be seen for studies on Social media within the

last seven years. However, Blumler & McQuail, (1969) has

39

gathered a collection of research about social networking

sites that lists approximately one hundred and fifty

research Media, three books, and seven research reports

published in the years 2003-2010. This shows that there is

lack of research that concerns within the area of political

communication. Therefore, the overall motivation for

conducting this study is to contribute to research about

Social media (Valenzuela et al., 2009).

This research should also create a platform for future

research in social media. Social media affects political

processes as well other spheres of life. This research

should provide useful data for new researchers,

professionals and as well as educators as to how they can

utilize Social media for the optimum benefit in the field of

political communication on Social media.

40

1.23) Objectives of the Study

The purpose of this report is therefore, to provide

evidence-based insights into the Social media phenomenon

which can be used to inform current understanding of usage

and perception about Political party's manifestoes on Social

media and to help identify some of the current and potential

future political issues by use of Social media.

1. To study the effects of exposure to political parties’

pages and parties’ manifesto on Social media on

students voting behavior.

2. To explore to what extent understanding of students

about the political party’s manifesto through social

networking sites.

3. To document users' information consumption patterns in

social media about political party pages and their

manifestoes.

4. To explore students’ role in social media regarding

existing political scenario.

5. To explore the extent of satisfaction of users from

political party's pages on social media about political

party manifestos.

41

Chapter 2

Literature ReviewThe literature review is considered the critical component

of the research work. As it allows the researcher to get the

earlier related researches about his research study from the

Internet and other relevant sources. The important point of

the present study was to determine. This chapter presents a

review of the results of relevant studies that are conducted

in different countries by various researchers (Bryman,

2012).

The social networking study is an innovative area of

social science media research for social media researchers.

Several researchers have studied the prestigious factors in

social networking that build the user perception as a full.

User perception means that “how the user sees and observes

concerning the merchandise what he or she uses”. The user

perception might not be “constant” because it varies in step

with the user’s expectation and skill relating to the

merchandise. The user’s perception of a web-based community

follow could also be influenced by many factors (Neuman,

2007)

According to Wimmer & Dominick (2003), it not only

allows Education from previous research but also saves time,

effort and money. Similarly Agestino, (1980) is of the view

about literature review that the purpose of the literature

review is to know what type of research has been done in the

area and what has been found in previous studies.

42

Social media have been accepted from its origin by

public relations, advertising and marketing practitioners as

tools for communicating with deliberate publics. Wright &

Hinson (2009) have recognized that public relations

professionals perceive Social media positively. The current

study observed that the Social media are having a similar

influence on college students in general. The “uses,

attitudes and perceptions of Social media” among college

students were discovered through well-designed

questionnaire. Findings suggest that college student’s

perception toward Social media is more positively than other

Media. The results finding suggest that Social media should

be combined into strategic communications curriculum to

better prepare students for the current media climate

(Lewis, 2010).

Zarrella (2010) is of the view that with the popularity

of www, social networking moved to web-based applications.

In fact, social networking period started in 2002. Anyone

who had email address could sign up with social networking

sites, in 2006. Social networking jumped from a small Figure

to tens of millions of internet users, in the past five

years. Williams & Merten (2008) in a review of online social

networking profiles by adolescents states that individuals

can create and maintain personal internet sites.

According to Liccardi (2007), Facebook provides for a

variety of social functions besides political activity,

including chatting, photo sharing, and displaying

preferences and interests. Research Studies have identified

43

keeping in touch with friends, sharing photos, making new

friends, and finding old friends as common uses of Facebook.

Political party manifestos/platforms have long been

treated as important primary documents within the literature

on political parties in established democracies, especially

as meaningful sources of information regarding a party’s

stances on various issues of presumed importance to the

electorate. Indeed, manifestos are not only claimed to be

“official statements” of what individual parties stand for

but also to have significant impact on how the parties

perform policy-wise, and to meaningfully differentiate among

the stances of the multiple parties in a given system. Most

generally, (Wesley, 2007) state that manifestos may be

viewed as the texts through which parties characterize

themselves and their differences with their rivals. Since

parties can at least in theory be held accountable for their

published policy statements, these documents do provide some

reasonably firm ground on which to base a description of

official party policy.

The purpose of the manifesto and the identity of the

authors may vary from one political organization or context

to another. It is possible to conceive of a manifesto as a

contract, an advertisement, or a statement of principle. “If

the manifesto is seen as a contract, policy differences

across parties should be minimized by the constraints of

real world policymaking. If manifestos serve as

advertisements, they may be prone to exaggeration of policy

differences, and a proliferation of vague or unrealistic

promises. If the manifesto serves as a statement of the44

party’s identity and philosophy, it can be the subject of

intense battles within the party, disputes with little

direct connection to the upcoming election (Ray, 2007).

DeLuca et al. (2012) in his research work concludes

that he surveyed college students about their use of

Facebook as a political tool during the month immediately

preceding the 2008 election. He founds that students tended

to engage in political activity on Facebook during this time

in ways such as posting a politically oriented status update

or becoming a fan of a candidate for office. Results also

indicated that political activity on Facebook is a predictor

of other forms of political participation, such as

volunteering for a political organization or signing a

petition.

Factors including intensity of Facebook use and

subjects’ observed Facebook political activity of friends

were found to predict Facebook political activity in survey

respondents. The student research participants also

indicated, in general, that they believed Facebook to be an

appropriate venue for political activity (Olli et al.,

2010).

Eijaz, (2013) conducted a study explore the usage of

new media by Pakistani political parties and its impact on

the changing aspects of Pakistan politics. This study was

conducted based on rural and urban population. The sample

was selected equally from hostels and day scholars. This

study suggests a quick acceptance of Facebook site by rural

respondents who are belongs to hostels. The data indicates

45

that Facebook is the most popular social networking site

among youth for the dispersion of political information as

compared to other tools of new media including Twitter,

MySpace, Blogs, and Email etc. The respondents specify that

the use of cell phone for political mobilization by Pakistan

Tehreek-e-Insa’af (PTI). This study founds a positive Co-

relation between political mobilization and new media usage

among “educated youth.” The study suggests that the impact

of new media in the political sphere is partial as compared

to the general perceptions.

Boukhars (2010) in his research study explores public

opinion among young people in Morocco, just after a

constitutional referendum. Based on 12 focus group

discussions with 98 Moroccan youth aged 18 to 25 years, the

report examines attitudes of average young Moroccan citizens

toward the current situation in their country, the main

political actors, the probable impact of reforms on their

daily lives, and the prospects for the future.

Social media outlets like “Facebook and Twitter” have

over the way constituents view politicians. This research

surveyed that “how politicians can use their Facebook or

Twitter pages” in the most effective style and integrate

these new media outlets as critical campaign “tools and

tactics” for political mobilization. A “mixed-method” used

in this research study. In this study, the content analysis

and a survey discovered that voters value personable content

over trustworthiness and general electability. Voters

received more positively politicians with personable content

than those who relied on professional content when46

considering content provided on Twitter. Ultimately, a

“politician’s Social media use” significantly influenced and

enriched the experience an individual has with the public

figure (Hellweg, 2011).

Lynch& Hogan (2012) in his research study explores in

his research study that the party officials and focus group

members accepted the “value of social networking” as part of

an “integrated communications strategy”, the researcher

examined that the use of social networking alone would not

attract many voters. In this study results reveals that the

participants of focus groups’ argued that the parties were

not using social networking sites to their “full potential.”

There was a sense that Irish political parties did not know

how to utilize social networking sites.

Social networking sites are having significantly

impacts on political as well as social life. In this

research work, the researcher claims that there is obviously

lake of research work in this field of study, which digs out

the impact of social networking on “behavior and political

change.” After a broad literature review of “psychological

theories and models,” social Media presents a framework that

proposes the fundamentals required for behavior and

political change (Attia et al., 2012).

Sadaf (2011) in his research study titled as “Public

Perception of Media Role” explains that this study is on

public perception of media role specifically focusing on the

issue of judiciary in Pakistan that was broke out in 2007.

The study results reveal that the Media in Pakistan still

47

being the important pillar emphasized the issue. This study

focused on the basic aspect of media’s role. In this

research study, the media role has been investigated through

public perception based on voluntary, non-probability sample

of faculty from “federal based universities.” In the

research study the problem statement was, “did media play

the same role as what people perceived about it through its

coverage of issue of judicial restoration?” The Results of

this study indicates that public perception was mostly in

the favor of a notion that media specifically Media

highlighted the issue in a much better way and the coverage

was constructive towards restoration.

Uses and gratifications obtained by Somali youth from

using Facebook based on the uses and gratifications theory.

The study employed online survey to collect the data. 311

respondents participated in the study. The results suggest

that Somali youth are motivated by virtual companionship

escape, interpersonal habitual entertainment, self-

description of own country, self-expression, information

seeking, and passing time gratifications. Finally, the study

found that Facebook can be used as promotion tool for a

country. Thus, the study suggests examining that factor in

the context of countries that are experiencing chaotic

situation (Dhaha & Igale, 2013).

Fernandez-Vazquez (2013) in his research explains that

I propose a Bayesian Education model as a framework for

analyzing it. From it, I derive hypotheses about the impact

of manifestos, suggesting that it may change as a function

of the direction of the movement and the context the party48

is in. I test the model focusing on Western European

Parties, using mass survey data for the placement of parties

and the Comparative Manifesto Project for the content of

manifestos. It seems that the influence of manifestos is

only significant for parties. Furthermore, it turns out that

citizens tend to discount moderate manifestos, making belief

updates smaller when parties try to move in the direction of

the median voter.

Emruli et al. (2011) in his research study examined

that “how to use Internet influence to the process of

political communication, marketing and the management of

public relations,” in this research study there are also

explored that “what kind of online communication methods are

used by political parties.”

Social network sites are founded for rapidly growing

information phenomenon. This study results reveals that the

understanding users’ perception toward social network sites

has become very critical. Understanding these current needs,

this study endeavors to define the user’s perception towards

Facebook in Malaysia. For this purpose, the researcher

conducted a self-administered questionnaire survey. Non-

probability convenience sampling method was applied to

collect data. After data collection, 206 questionnaires were

founded usable out of total 250 circulated questionnaires.

The study results designate that there is a positive

perception of Facebook in Malaysia exists because of easy

accessibility and variety of features (Haque et al., 2013).

49

The students at a regional university were surveyed

using a measure of the concepts of perceived usefulness of

social media such as Facebook and MySpace. With regard to

the ease of use and usefulness technology dimensions,

students that are more autonomous seemed to find the social

networking platform more difficult to use. This research

provides an initial foundation for considerate the use of

social networking media by those with stronger versus weaker

sense of autonomy (Lane et al., 2012).

Koruga, (2010) in his research states that in the past

decades, information and communication technologies affect

all aspects of our lives, including politics. Political

parties use the Internet to communicate with their potential

voters. This Media will give a short introduction to

communication over the Internet in general, description of

political parties in question, and the main part of the

Media is the analysis and comparison of communication of

Slovenian and Croatian political parties over the Internet.

Special attention will be played to communication using

social networks, such as Facebook or Twitter.

Woolley (2010) in his research defines that Facebook is

mostly recognized for building and maintaining

relationships. The 2008 US presidential election decorated

this social networking website as a practical tool in the

field of political communication. During election period,

Facebook users created more than 1,000 Facebook group pages

that focused on “Barack Obama and John McCain.” In this

research study the quantitative content analysis, was used

for data collection. The primary purpose of this study was50

to assess “how both John McCain and Barack Obama were

portrayed” across these Facebook groups. The study Results

indicated that group membership and activity levels was

higher for “Barack Obama” than for John McCain. Overall,

Barack Obama was portrayed more positively across Facebook

groups than John McCain.

The digital media strategies are a crucial component of

contemporary political campaigns. Established political

elites use database and internet technologies to raise

money, organize volunteers, gather intelligence on-voters,

and do opposition research. However, they use data mining

techniques that outrage privacy advocates and surreptitious

technologies that few internet users understand. Grassroots

political actors and average- voters build their own digital

campaigns, researching public policy options, candidate

histories, lobbyist maneuvering, and the finances of big

campaigns. i examine the role of digital technologies in the

production of contemporary political culture with

ethnographic and survey evidence from four election seasons

between 1996 and 2002 (Howard, 2005).

Gabriela (2005) who worked in his research study

explains that party programmers are neglected in Brazil

owing to their alleged irrelevance. It is argued that given

that such documents are designed on order and with

propaganda purposes, they could hardly be accepted as

depictions of the parties’ true political positions.

However, such an assessment lacks empirical verification.

This article tests the hypothesis that Brazilian parties

emphasize distinct questions in their manifestos. This51

hypothesis is based on saliency theory, according to which

parties can be distinguished from one another depending on

the themes they choose to priorities. Content analysis

technique was applied to the texts, using an adaptation of

the categories of the Manifesto Research Group. The results

indicate that the programmers do not have the same content,

and neither are the differences in their emphases random.

Political communication changed significantly during

the 20th century. Two important transformations for

political parties and candidates were the decline in voter

partisanship accompanied by the increasing dependence on

media in communication of campaign messages to the audience.

Today, media fulfills a filter function between political

actors and the public in modern campaigns and this editorial

selection process usually follows commercialized media logic

which has been especially difficult for certain, mostly

outsider, political actors. Small parties and their

candidates often fail to break the news monopoly and lack

financial resources to attain public awareness through other

channels (Vie, 2007).

Williams & Gulati (2007) in his research study analyzed

that he investigates the extent of Facebook profile use in

2006, and analyses which Congressional candidates were more

likely to use them, with what impact on their vote shares.

Of those running for the Senate, 32% posted content to their

Facebook profile, with the Democratic and Republican

candidates attracting an average of 2,146 supporters. Of

those running for the House, 13% posted profiles with an

average of 125 supporters among Democratic and Republican52

candidates. Democrats were more likely to post a profile and

had more supporters as well. Competitiveness of the race was

the only variable to have a significant effect on whether or

not a Senate candidate campaigned on Facebook. The

candidates Facebook support had a significant effect on

their final vote shares.

Pimonpan (2010) in his research explains that the Thai

youth generally appear as disaffected citizens and usual

suspects for political apathy and engagement deprivation.

Nevertheless, a few youth-based organizations have proven to

be highly politically active, projecting consistent

political presence – in the institutional electoral politics

as well as in civic politics. Meanwhile, amidst political

crisis, that has plagued Thailand in recent years; online

Social media has emerged as new and potential terrain for

political communication. With the fundamental user-generated

content attributes, these new media have not only provided a

forum for information exchange, but have also contributed to

the building of social capital for selected political youth

groups.

53

Chapter 3

Theoretical Framework

The mass media is working for the public and providing with

a variety of tasks. The mass media is depending on the

establishment of the economic and political system. The

purpose of mass media is trying to organize the stage of

development of every society along with the protection of

common interest, and requirements of specific persons.

This study has been planned to analyses perception

about Manifestoes of Main-Stream Political Parties of

Pakistan shaped by Social media: a study of students of the

University of Sargodha and Quaid-e-Azam University. The

basic aim of this study is to dig out perception of students

of the University of Sargodha and Quaid-e-Azam University

about Social media. The context of this research has been

based on one theory, i.e. Uses and Gratification Theory. The

theory has been discussed further down in relation with the

present study in brief.

3.1) Uses and Gratification Theory

The Uses and Gratification theory sees the audience as

influencing the effect process because they selectively

choose, attend to, perceive, and retain the media messages.

According to Baran & Davis (2003), it focuses on the uses to

which people put the media and the gratifications they seek

from that use. This concept believes that people do not just

expose themselves to media messages; they do that based on

certain benefits they would derive (Folarin, 2005). Blumler

54

& Katz’s founded the theory. According to the researcher,

mass media users play an active and significant role in

selecting and using the media. Users of media take an active

part in the process of communication and they are aim

oriented in their use of media (Nawaz, 2006).

According to the theorists, media user search for a

media source, which best satisfies the needs of the media

user. After this McQuail et al., (1969) in his research

originated that, “people use mass media either to relate

with or to avoid others.” Uses and gratifications theory

assume that the user has significant substitute choices to

satisfy and gratify their needs. Researchers on the uses and

gratifications' theory therefore, perceive that the audience

as an active. It is part of the received perception of media

studies, that audience of mass media do definitely actively

make their sensible and motivated choices amongst the

various media messages available (Schultz, 2000). This is

called the active audience concept. As per this research,

work is concerned to discover the perception of students of

university of Sargodha and students of Quaid e Azam

University Islamabad as well as to dig out satisfaction and

perception level of respondents of both universities

regarding manifestoes of mainstream political parties of

Pakistan. In this study researcher want to explore

perception about manifestoes. In this study also role of

Social media regarding political party’s manifestoes and

political and social issues are also analyzed.

The main idea of this study is to check reasons for the

obvious appeal of Social media and social and political55

contents. This process was undertaken by asking through the

well-designed questionnaire 21 close-ended questions by the

respondents that what they think about use of social media,

what they feel and perceive on the usage of social media.

This approach was initially explored by Klapper (1960) as a

“functional orientation which could account for the appeal

of ‘escapist’ media content.” Klapper (1960) titled this

“simple roles of media as providing information, motivating

the perception, providing indirect interactions and

providing a common ground for social interaction.

3.2) Conceptualization

Conceptualization is a careful, systematic explanation of a

construct, which is clearly written to explain individuals’

thinking. It is habitually linked to other concepts or

theoretical declarations (Neuman, 2007). Conceptualization

is a process of framing and defining the problem at hand.

3.2.1) Concepts

A concept is known as a term, which states an “abstract

idea” shaped by generalization from facts, and summarizing

related explanations (Wimmer & Dominick, 2003).Concepts are

just emotional pictures or perceptions. Concepts are

impossible to perceive directly, likewise justice or love,

or they may have referents that are freely observable, such

as a tree or a table (Bailey, 1982).

3.2.2) Main Concepts of This Study

56

Concepts are perceptions or simply mental images. In this

research study main concepts, conceptualization and

operationalization is given as under:

57

3.3) Study’s Main Concepts and Conceptualization

3.3.1) Age

Conceptually, it refers to how old (in terms of term of

Figure of years i.e. up to 22 years, and more than 22

years).

3.3.2) Gender

Conceptually, gender refers to the biological structure of

the humans as male or female.

3.3.3) Location

Conceptually, it means the area or place from where the

targeted population belongs. Like University of Sargodha and

Quaid e Azam University Islamabad

3.3.4) Social Media Sites

It refers to those Social media like, Facebook, Twitter,

Orkut, and MySpace, which is used by the students of the

university of Sargodha and Quaid e Azam University

Islamabad.

3.3.5) Manifesto

It is a Main variable, which refers to the political

parties' manifestos of National political parties. Manifesto

is a public written declaration of the intentions, opinions,

or motives of a sovereign or of a leader, party, or body. It

is a written statement in which a group of people,

especially a political party explains their beliefs and says

what they will do if they win an election.

58

3.3.6) National Parties

It refers to mainstream political parties of Pakistan like,

Pakistan Tehreek e Insa’af, Pakistan People’s party,

Pakistan Muslim League (Nawaz).

3.3.7) Exposure to Social Media Sites

It is another aspect of the study’s concept that refers to

the students using habit of the Social media and Social

media political party official pages.

59

3.3.8) Time Spending on Political Pages of Mainstream Political Parties

It refers to the extent of time, which the users usually

spend on Social media for attaining information about the

political party manifesto and different dimensions of

political pages on Social media.

3.3.9) Attention Paying

It is another concept of this study that is conceptualized

as the user extent of attention usually spends to the

political party manifesto for Social media.

3.3.10) Satisfaction with Political Contents on Social

Media Sites

It refers to users’ satisfaction with the coverage to

political contents using Social media. This is major

dimension of this research study according to this concept

seek information about how much users are satisfied with the

political contents coverage presented by Social media sites.

3.3.11) Users’ Perception

This concept refers to the viewer’s perception, which is

perceived by social media sites about political information,

political party manifesto, political party Policies and

political party manifesto likeness and dis likeness.

3.3.12) Help in Understanding

Conceptually, it refers to the extent of assistance provided

to targeted population by selecting Social media sites in

understanding political and National issues of Pakistan etc.

60

3.3.13) Information Seeking

Conceptually, it refers to the degree of information

received by the targeted population from selected Social

media sites like party affiliation, liking, disliking,

Policies, political contents, political knowledge etc.

3.4) Operationalization

This is a process of moving from the conceptual definition

of a construct and a set of specific actions or processes.

This process allows a researcher to observe and work for it

empirically (Neumann, 2007). In a research study when a

researcher constructs a research question, researcher

specific the operations or activities, which are, seem to

measure them.

61

Major Concepts are operationalized as under:

3.4.1) Frequency of Use of Social Media

Operationally it refers how frequently respondent use the

Social media sites like Facebook, Twitter, Orkut, and

MySpace.

3.4.2) Time Spent on Social Media

Operationally it refers to how much time do respondent

spends on Social media during a day.

3.4.3) Time Spend More Than Social Media Rather Than

Electronic Media

Operationally it refers to what do respondent think that

University students spend more time on Social media than

other Media like Print and Electronic Media.

3.4.4) Exposure to Social Media

Operationally it refers to what extent respondent expose to

political contents of Social media.

3.4.5) More Political Knowledge from Social Media Rather

Than Electronic Media

Operationally it refers to do respondent agree that

University students gain more Political knowledge from

Social media than other Media like Print and Electronic

Media?

3.4.6) Information from Political Parties Official Pages

Operationally it refers to how much information respondent

get from the Political parties’ Official pages on Facebook.62

3.4.7) Sharing Of Political Contents on Wall

Operationally it refers to what extent respondent share

Political contents on respondents’ wall using Social media.

3.4.8) More Manifesto Knowledge

Operationally it refers to what do respondent think that

which Political party official pages is providing more

manifesto knowledge about their party manifesto.

63

3.4.9) Help In Understanding Political Party Manifesto

Operationally it refers to according to respondent point of

view, use of Social media’s Political contents helps us in

understanding Political parties’ manifesto.

3.4.10) Political Contents Increase Information Level


view, use of Social media political contents can increase

information level among the University students regarding

Political issues of Pakistan.

3.4.11) Satisfaction from Social Media

Operationally it refers to according to respondents point of

view, University students are politically satisfied from

Social media Political Party official pages than Electronic

Media and Print Media.

3.4.12) More Supportive Policies for University Students

Operationally it refers to according to respondent opinion,

which Political Parties’ manifesto is supportive for the

Policies of University students.

3.4.13) Policies More Supportive for Anti-Drone Attacks

Operationally it refers to according to respondents’

opinion, which Political Parties’ manifesto is supportive

for the Policies of anti-drone attacks.

3.4.14) Policies Supportive For National Security

64

Operationally it refers to according to respondent opinion,

which Political Parties’ manifesto is supportive for the

Policies of National security.

3.4.15) Policies Supportive For Energy Crisis

Operationally it refers to according to respondents’

opinion, which Political Party manifesto is supportive for

the Policies of energy crisis?

3.4.16) Policies Required for University Students


view, which Policies are required made from main Stream

Political parties of Pakistan to do work more for the

betterment of University students.

3.4.17) Party Working According to Its Manifesto

Operationally it refers to what do respondent think that,

which Political party is working according to their

manifesto.

3.4.18) Manifesto can Change Perception

Operationally it refers to according to respondents opinion,

Political parties’ manifesto can change perception of

University students regarding Political Party Affiliation?

65

Chapter 4

Methodology

Methodology leads to the systematic and logical procedure,

with the help of methodology a research procedures or method

is implemented (Kothari, 2004). A research design is

explained as the relationship between the research method

and the nature of the study (Fraenkel et al., 1993).

According to the need of this study, survey research method

has been designed to collect data from the target

population. Methodology is a process of widespread data

collection plan. The purpose of the methodology is to answer

research question, which is being asked by the researcher

and test hypothesis.

This study is a social scientific research focused on

the students of the Quaid e Azam University and University

of Sargodha who are using Social media sites. It is a study

that combines both quantitative and qualitative methods for

revealing the empirical data, which will be interpreted to

draw conclusions. Although there are many Social media

sites, the focus of the study is based on users of Facebook,

Twitter due to its popularity at the moment and the presence

of a large figure of Pakistan’s on the site.

The scope of the study is therefore limited to users of

Facebook and Twitter. The quantitative data should provide

unbiased, objective empirical data, which will be supported

by a qualitative analysis of the usage online. Scientific

research as according to Bailey (1982) is used to imply the

66

formalized procedure for problem solving. The fact of the

adoption of the formalized procedure in the social sciences

makes the endeavor ‘scientific’ (Huber & McDaniel, 1986).

4.1) Method

Methodology is the standard process for dealing in research

(Avison et al., 1999). It concerns on measures, descriptions

of data and justifications of exercise, this process is used

to collect, analyses, store and present data as part of a

research process, which is given in theoretical discipline

(Creswell, 2013).

4.2) Research Design

A research design is “an association between research

methodology and the nature of the study”. According to

Keyton (2001) in research work, the selection of an

applicable research design is necessary for researcher; this

will ensure your study that it is proficient of answering

your research question (Sadia, 2008). In a research design,

an appropriate data collection method is used along with the

logic of how the data will be gathered. Qualitative and

quantitative data collection method is used in social these

research designs are included on Experiments, Surveys,

Observational studies, Documentary research and

Participatory research (Asika, 2004).

4.3) Survey

Survey is a research study design, which collects same data

for every case in the sample of intended population (Yin,

2014). In the survey research methodology, two types of

67

variables are used to explain the scope of research study

(Cited at: www.aut.researchgateway.ac.nz). These variables

are independent variables and dependent variables. The

researcher cannot control these variables explicitly.

Examples include the censuses of the whole population;

household surveys are used to collect data about the family

configuration (Green & Haddon, 2009). According to Wimmer &

Dominick (2003), “Surveys methodology is used in all spheres

of human life. In political communication, political parties

and politicians, use survey methodology for decision-making

process. This study is planned to explore the perception of

students of university of Sargodha and Quaid e Azam

University Islamabad about the Manifestoes of Main-Stream

Political Parties of Pakistan shaped by Social media

4.4) Population

The name for the large general group of many cases from

which a researcher draws a sample and which is usually

stated in theoretical terms (Neuman, 2007). In this study,

the universe of study is the male and female students of

University of Sargodha and Quaid E Azam University Islamabad

who are using Social media. The first step in the research

study is to specify the group of persons or unit of analysis

for the study. The universe in this research consists of the

students of the University of Sargodha who are using Social

media sites (Twitter, Facebook, MySpace, and Orkut). In the

present study, the universe is the students of the

University of Sargodha and Quaid e Azam University

Islamabad.

68

4.5) Unit of Analysis

According to Neuman (2007) unit of analysis is a type of

empirical case or unit, which is observed, measured, and

analyzed by the researcher in a research study. In this

research study, the units of analysis are 312 Under Graduate

and Graduate students from University of Sargodha and Quaid

e Azam University Islamabad, and the purpose of research is

to explore their perception about the manifesto of

mainstream political parties of Pakistan shaped by social

media.

4.6) Sample

According to (Wimmer & Dominick, 2003) “A sample is a subset

of a population and a sample is representative of its entire

population.” A sample is a group of respondent, which are

taken from a population to represent the entire population

(Sadia, 2008). Generally, in a research study a researcher

wants to collect the data from a large number of population

but due to restrictions of time and financially resources.

It is not possible to survey and interview the entire

population. That is why a researcher goes for a reasonable

representative sample. According to Walliman (2006), a

sample is a set of data resources, which are drawn from a

larger population of a potential data resource. In this

research work a sample of 312 students from both

universities has been drown.

4.7) Probability

69

“It is selected according to mathematical guidelines and the

chance for selection of each unit is known” (Wimmer &

Dominick, 2003).In this research work for the purpose of

data collection, the target of three hundred and twelve

respondents has been stratified from both university

students each.

4.8) Non-Probability

Non-probability sample is simply a set of persons or peoples

who are selected for a research study. Non-probability

sampling does not follow the mathematical guidelines (Wimmer

& Dominick, 2003). Convenience sample also known as an

available sample is a collection of readily accessible

subjects for study (Watters & Biernacki, 1989). Promoters of

using this convenience sample claims that if a

characteristic, phenomenon, or attribute exist, then it

should be exist in any sample. After specifying the strata

in stratified method, the convenient sampling method was

adopted to collect the data from both universities. In non-

probability, the researcher adopts sampling opportunity or

convenience method.

4.9) Sampling Methods

In this research study, stratified and convenience sampling

method has been adopted. For this, purpose a procedure

generated by researcher to divide population into subgroups

to meet the requirement of this study. A stratified research

method for the specification of the demographic

characteristics has been adopted, for this purpose. The

entire population has been divided based on age, gender, and70

education. Stratified sampling approach sufficiently

organized the selected population into heterogeneous

subsets. After demographic strata, a convenience sampling

procedure is used for further categorization.

4.10) Sample Size

Due to time restriction and financial limitations of

researcher, it is very difficult for researcher to gather

data from the large population of both universities.

Therefore, the population according to characteristic of

generalizable draws a sample, there are three hundred and

twelve respondents are carefully selected from both

universities. A sample size is a particular figure of data

sources from the proposed population. In a research study a

Statistical, sampling shows that the accuracy of an

approximation from a probability sample is fractional by the

size of the sample itself (Fisher, 1925).

In this study to meet the requirement of the research

study, convenience method has been taken for the purpose of

data collection from a target population. Due to time

restriction and financial limitations, it was not possible

for the researcher to collect data from the large population

of both universities of that was university of Sargodha and

Quaid e Azam University Islamabad. For this purpose, a total

of 312 respondents from both universities are selected which

are consisting of male and female students from the

university of Sargodha and Quaid e Azam University Islamabad

to meet the requirements of research study.

4.11) Data Collection71

After description of demographic characteristics of

respondents and determination of their subgroups completed

by the stratified sampling, a convenience method for data

collection was chosen. For data collection, the researcher

adopted face-to-face process. For this purpose all, the

respondents were communicated personally. The data for this

research study is collected with well-designed

questionnaire. This questionnaire was consisting of 21

close-ended questions according to needs and desires of

researcher.

4.12) Data Reduction

Scientific research involves the collection of a mass of

data. Its analysis involves the reduction of data from

unmanageable to manageable summaries. For the purpose of

data analysis computer software is used. Computer analysis

normally consists of assigning codes and figures as compared

to letters or words. After the completion and assigning of

the coding process, the next step was adopted and that step

was to apply statistical techniques in order to work out the

results. For this purpose, “SPSS” software version 17.0 was

used. First of all data is gathered in Excel sheets and

after combining data it was transferred to SPSS. Cumulative

columns and rows were drawn and data-feeding files were

generated for all variables, which are automatically

available after data entering. After this process numerical

figures assigned to all responses and stored into the

machine.

4.13) Data Presentation

72

In this research study after SPSS analysis and data

deduction, it has been presented in shape of graphics and

tables along with interpretation to make it understandable.

Different statistical tests are also applied for determining

significance and testing hypothesis.

4.14) Data Analysis

SPSS is being used for the analysis and feeding of data.

Initially data has been entered with the help of SPSS

Version 17.0.

4.15) Statistical Test

The following test is applied to draw major inferences from

the data.

Co-relation

4.16) Validity and reliability of instruments

The instruments used were designed to cover the areas

addressed by the research questions and objectives

highlighted at the beginning of this report (Creswell,

2013). The instrument was also designed to cover other

areas, which will support the responses to the main issues.

The pilot study helped to ensure that the questions were

sufficient to cover all dimensions of the study and that

there was a consistency in terms of responses.

4.16.1) Reliability of all scale variables

Table 4.1 Reliability Statistics

Cronbach’s Alpha N of Items

.751 59

73

4.17) Framing the Questions

For the constructing a good survey questions, there are two

basic considerations evolved

The questions should be clearly communicate for the

desired information to the respondents, and

The questions of questionnaire should be expressed to

allow accurate communication of respondents’ answer to

research (Wimmer & Dominick, 2003).

For the purpose of accurate data collection from the target

population, a well-designed questionnaire was developed in

the line of lengthy discussion made with focus target and

research. For this purpose, an effort has been made to find

out answers to the following main research concepts:

1. Frequency of using Social media

2. Spending time on Social media

3. Time spending

4. Exposure to Social media contents

5. Gaining knowledge of Social media about political

contents

6. Paying attention to political contents

7. Response

8. Information level

9. Sharing political contents

10. Satisfaction on the Adopting Behavior

11. Drone attacks etc.

Keeping in view, the requirements of the study 21

questions are formulated. Close-ended questions ensure75

uniformity in responses and more easily processed.

Generally, preferable advantages attached to the close-ended

questions are that: the meanings of the questions are clear;

standard answers are highly expecting; answers are easily

analyzed; answers are relatively complete (Bailey, 1982).

76

4.18) Hypotheses of This Research Study

1. It is more likely that Facebook is more popular and

acceptable to users on Social media than other sites of

Social media.

2. It is more likely that students gain more political

knowledge from Social media than print and electronic

media.

3. It is more likely that students spend more time on

Social media as compared to print and electronic media.

4. It is more likely that use of Social media’s political

contents helps in changing political attitude about

political parties’ manifestoes.

5. It is more likely that use of Social media’s political

contents help in understanding political parties’

manifesto and Policies.

6. More the use of Social media more the information level

among the students regarding political issues of

Pakistan.

7. It is more likely that users take more interest in

Social media contents than other media.

8. It is more likely that users have higher satisfaction

level from Social media than other media

9. It is more likely that PTI is more popular and

acceptable to users on Social media than other parties.

77

Chapter 5

FindingsIn the Current slant of social media, Pakistani youth is

furthermore utilizing the social media very routinely. Now a

days Electronic Media and private TV conduit occurrence is

not new, and this phenomenon is trying to restore with

Social media with the route of time. With the creation of

internet and interactive media, a new war of “speedy

journalism” has appeared between electronic Media and social

media throughout the globe. Social Media and Interactive

Media are boundary free and enjoying the freedom of

information and freedom of expression on its supreme grade.

Like other submissions and contents of social media,

political communication is also used for the conflict or

propaganda against the opponents’ party. It is expanding the

voter affiliation grade with political parties. Similarly

developed nations’ political parties, and underdeveloped

nations political parties both are utilizing social media to

appeal new voter’s and reinforce the affiliation of vintage

voters. In Pakistan now all foremost political parties have

their party official pages on Social media sites. This makes

their image better and comes to the youth and new voters.

With the help of Social media, the political parties

are interacting with their voter exactly. With the help of

authorized pages, political parties take users “immediate

feedback.” That is why they interact with users directly and

make their Policies better according to the desires and

choices of the voters. In the 21st century, conflicts of

78

propaganda are utilized to counter opponent’s nerves and let

down the other parties. For this reason, political parties’

maintain their official pages regularly and they

insensitively share their principles, manifestoes, on their

part. Political parties furthermore supervise their Main

political undertakings frequently using Social media.

Due to frequency of use of Social media, political

pages of political parties profited large attractiveness

among the users in Pakistan and globally. This is the Main

cause behind the popularity of these parties’ official

pages. All political parties are trying to maintain

impartiality, objectivity, and balanced approach in the

field of political connection to appeal their voters. Now a

day Social media is covering almost each sphere of human

life these days. If we put a bird eye at the May elections

2013 of Pakistan, we observe that new dimension of political

communication in Social media has appeared.

All National political parties’ utilized Social media

very exclusively and exhaustively in this election and even

after the election. A war of propaganda and devices of

Public Relations are enhanced on political pages of Social

media between the supporters of these parties. Traverse

commenting of supporters is comprehended very apparent in

virtual activism of supporters on the wall posts. The agents

of political parties who are maintaining the authorized

pages on Social media upload these posts. To discover these

dimensions clearly, this study was undertaken in two

Universities of Pakistan, which are Quaid e Azam University

Islamabad, and University of Sargodha, Sargodha.79

In this study, any party that they are retaining the

entire public opinion and good will of all university

students has not supported political parties’ claims. In

this study, the outcomes, although, demonstrated that all

the Social media users did not give equal significance to

any political party at National-level. The students of both

universities favored to expose their attitude, mostly on

Facebook and Twitter as compared to MySpace and Orkut. The

conclusion of this study is drawn in graphs and Tables, and

comprehensions are claimed in the textual form.

Up to 22

More than 22 years

Male

Female

GRADUATE

UNDER GRADUATE

University of Sargodha

QUAID E AZAM UNIVERSITY

181

131156 156 142

170 156 156

5842 50 50 45.5 54.5 50 50

Frequency Percent

**values show invalid percentage (%) n=312.

Figure 5.1 Demographic Distribution

Demographic distribution

In this research study demographic are chosen as the (figure

5.1) shown above. The total respondents of this research

study were 312. A total number of 156 students were chosen

from Sargodha University and 156 from Quaid e Azam

University Islamabad equally according to need to study.80

These respondents are identically distributed according to

their demographic characteristics. In this research

dimension's male and females are furthermore, equally

distributed like 78 males and 78 females from both

universities.

In the age category, there are some changes, (58 %) are

those respondents who are up to 22 years and (42 %) of the

total population are those respondents who aged more than 22

years. In Education category, there is furthermore, a small

distinction. Here (54.5 %) are those respondents who are

Under Graduate and (45.5 %) are those who are at the

Graduate level.

Frequency use of Face book

Frequency use of my space

Frequency use of Orkut

FREQUENCY USE OF TWEETER

4.8

47.844.2

30.8

8.3

27.2 28.2

16.714.1 11.5 11.2 11.9

42.9

8 9.9

24.429.8

5.4 6.4

16.3

NOT AT ALL RARELY SOMEWHATMUCH very Much

** values shows in percentage (%)

n=312

Figure 5.2 Frequency of use of Social media.

An analytical re-evaluate on the above (figure 5.2)

discloses that overall respondents who are utilizing

Facebook in not at all categories are (4.8 %), and in rarely

category, total (8.3%) respondents gave answers. In the

81

somewhat category of Facebook (14.1 %) respondents provided

their response. (42.9 %) are those who responded as much.

(29.8 %) Are those respondents who answered as very much?

There are a very little number of respondents who are

utilizing MySpace and Orkut, A total of (5.4 %) respondent

is using MySpace very much as other (8 %) are responded

their response for MySpace as much. (11.5 %) In Somewhat

category but most are responding as rarely and not at all.

Here rarely percentage has been (27.2 %) and not at all

percentage is (47.8 %). The users of Orkut are furthermore,

not in place to say that they are using this social

networking site very much. (44.2 %) respondent responded as

not at all, and above then (28.2 %) provided answers as

rarely. (11.2 %) responded as somewhat category, and (9.9 %)

as replied as much, only (6.4 %) responded as very much.

Twitter was the second popular location for respondents

who are utilizing and visiting this site. (16.3%) of

respondents provided a response as they are using Twitter

very much. Furthermore, (24.4 %) are following that they are

utilizing twitter in much categories. (11.9 %) respond as

somewhat. (16.7 %) as rarely and (30.8 %) answered as not at

all.

(Table 5.1) Frequency of use of Social media

Age Gender Education

Location

Overall A B C D E F G H

Face bookVery 29.8 29.8 29.8 14.7 44.9 35 24 23 36

82

much .9 .7 .1 .5

Much 42.9 47.0 37.4 53.8 32.1 37.3

47.6

40.4

45.5

Some what

14.1 12.7 16.0 14.7 13.5 16.9

11.8

25.0

3.2

Rarely 8.3 5.5 12.2 10.3 6.4 7.7

8.8

7.7

9.0

Not at all

4.8 5.0 4.6 6.4 3.2 2.1

7.1

3.8

5.8

My spaceVery much 5.4 6.1 4.6 7.7 3.2 3.

57.1

4.5

6.4

Much 8.0 5.5 11.5 9.6 6.4 3.5

11.8

9.6

6.4

Some what 11.5 13.8 8.4 14.7 8.3 8.

514.1

14.7

8.3

Rarely 27.2 32.0 20.6 29.5 25.0 35.2

20.6

26.9

27.6

Not at all 47.8 42.5 55.0 38.5 57.1 49

.346.5

44.2

51.3

Orkutvery much 6.4 6.6 6.1 5.1 7.7 4.

97.6

7.7

5.1

Much 9.9 10.5 9.2 10.9 9.0 9.9

10.0

9.0

10.9

Some what 11.2 12.2 9.9 11.5 10.9 12

.710.0

10.9

11.5

Rarely 28.2 28.7 27.5 37.8 18.6 21.1

34.1

19.2

37.2

Not at all 44.2 42.0 47.3 34.6 53.8 51

.438.2

53.2

35.3

Twittervery much 16.3 14.9 18.3 13.5 19.2 21

.112.4

9.6

23.1

Much 24.4 24.9 23.7 27.6 21.2 23.2

25.3

20.5

28.2

Some what 11.9 8.8 16.0 10.3 13.5 11

.312.4

9.0

14.7

Rarely 16.7 21.5 9.9 19.9 13.5 14.8

18.2

14.7

18.6

Not at all 30.8 29.8 32.1 28.8 32.7 29

.631.8

46.2

15.4

83


n=312

Legends:

A= Up to 22 years, B=More than 22 years, C=Male, D= Female,

E=Graduation, F = under graduation, G-University of

Sargodha, H= Quaid e Azam University, Islamabad

The above (Table 5.1) data regarding demographic

attribute displays that, there is a massive difference in

the use of Social media sites in the demographics of

Sargodha University and Quaid e Azam University. There is a

marginal difference between male and female respondents.

These are belonging to distinct age groups who are using

Facebook. Above (Table 5.1) displays, that Facebook is the

most popular Social media stage of university students and

students. Twitter is the second most-used social networking

site by the respondents.

In the further partition of males and females, there is

only (35.3 %) of females are using Facebook very much. (44.2

%) Of students of the University of Sargodha are utilizing

Facebook in the evaluation of the Quaid e Azam universities

were above then (50 %) respondents are utilizing Facebook in

Much category. A total of (34.9 %) respondent is using

Facebook very much where most are female students who are

(50.6 %). In very much category (25 %) of respondents and

(44.9 %) from the Quaid e Azam University is using Facebook

very much. It is discerned that male students are utilizing

more Facebook in compared to female students.

84

23%

28%30%

19% 1 to 2 hours

2-3 hours

3-4 hours

More than 4 hours


n=312

Figure 5.3 Time spent on Social media during a day

Above (Figure, 5.3) explains the time spent by the

respondents on Social media throughout a day. The outcome of

the study reveals that majority of respondents is spending

time more than 3 to four hours on Social media during a day

that is approximately (30 %) of the general respondents. (23

%) of respondents are spending time on Social media during a

day is 1 to two hours. (28 %) of respondents are spending

time 2 to 3 hours a day, while (19 %) of users are utilizing

Social media more than four hours throughout a day.

Table 5.2 Time spending on Social media during a day

Resul

ts

Age Gender Educati

on

Locatio

nOvera

llA B C D E F G H

1-2 hours 32.4 33 31 38. 26 29 34 37 26

85

.1 .3 5 .3 .6 .7 .8 .93-4 hours

23.722

.7

25

.2

28.

8

18

.6

22

.5

24

.7

20

.5

26

.92-3 hours

26.022

.7

30

.5

24.

4

27

.6

23

.9

27

.6

24

.4

27

.6More than 4

hours17.9

21

.5

13

.0

8.3

%

27

.6

23

.9

12

.9

17

.3

18

.6** values shows in percentage (%)

n=312

Legends:


E=Graduation,

F = under graduation, G-University of Sargodha, H= Quaid eAzam University, Islamabad

Above cited (Tables 5.2) display the statistics of time

expending on the cornerstone of demographics. Here empirical

results shows that (26.9 %) of males and (8.3 %) of females

are using Social media 1 to two hours daily in a day. If we

gaze on these statistics on the university cornerstone, then

we observe that the respondents of Sargodha University are

(13.40 %) and the respondents of the Quaid e Azam University

are (19.9 %) who are using Social media everyday 1 to two

hours in a day.

(27.9 %) “Approximately 28 %” are spending time on

Social media is 2 to three hours a day. (27.6 %) of males

and (32.1 %) of females are using this time throughout a

day. In age category, there is a difference, (26 %) of

respondents are at the age of 22 years and (36 %) are more86

than 22 years. There is a little distinction based on

university category. In the category of 2 to three hours (32

%) males are utilizing Social media and a total of (21.2 %)

of females are utilizing Social media during a day.

Results preview that Quaid e Azam University

respondents are using this time heavily. In the more than

four hours, category Sargodha university respondents are

very high (28 %) of total and Quaid e Azam university

respondents are total of (14 %). The female and male

distinction is furthermore, very much in more than four-hour

category.

9% 11%

18%

28%

34%NOT AT ALL

STRONGLY DISAGREE

DISAGREE

AGREE

STRONGLY AGREE


n=312

Figure 5.4 more Time spending on Social media than EM

In Above (figure 5.4) displays the outcomes of an answer

about evaluation of time spending of respondents on Social

media and electronic media. (9 %) responded as not at all.

(11 %) of respondents of both Universities strongly87

disagrees to this question. (18 %) of students and students

of both universities are disagreeing to this inquiry. (28 %)

of a respondent responded that they agree that they are

spending more time on Social media as compared to Electronic

Media.

If we gaze a bird's eye on the outcomes of this

inquiry, we investigate that a huge (34 %) of respondents

are strongly agreeing to this inquiry. That is shows that

sample dimensions of this study were heavy time spending on

Social media than electronic Media.

EDUCAT

IONAL

CONTEN

T

ENTERT

AINMEN

T CONT

ENT

POLITI

CAL CO

NTENT

RELIGI

OUS CO

NTENT

SPORTS

CONTE

NT

4.29.6 9.9

2.2912.5 9 7.7 10.63.5

15.4 18.6

33.7

20.224.7

38.132.1 31.1

35.943.3

29.8 30.8

17.6

31.1

19.6


** values shows in percentage (%) n=312

Figure 5.5 exposures to Social media contents

Above (Figure5.5) displays the exposure of Social media

contents on the respondents. The analytical outlook shows

88

that a total of (29.8 %) (Approximately) are revealing from

informative contents very much. (38.1 %) answered as Much

exposing to this category (15.4 %) answered as somewhat

(12.5 %) are rarely and (4.2 %) of respondents are granted

response as not at all. In answer to exposing from Social

media entertainment contents, most of respondents responded

as very much and much.

(30.8 %) responded as very much and (32.1 %) granted

answer as much. In entertainment category, a linear

distinction in university grade but a huge distinction in

age and gender level. (8.6 %) Responded as Somewhat, (9 %)

as rarely and (6 %) of both universities answered as not at

all. If we look at the political contents category, we

preview than a very large no of respondents who are

utilizing Social media to gratify their desires.

A total of figure of (17.6 %) is revealing to political

contents of Social media very much. (31.1 %) of respondents

are revealing to political contents, and they responded as

much. (33.7 %) responded as somewhat and (7.7 %) conveyed

their eager as rarely, and a little Figure of (9.9 %)

responded as not at all. If we gaze on demographic

variables, then we indicate that female are revealing mostly

very much, and males are dropping in much category. If we

investigate very much and much category on the university

level, then we can observe that there is a little difference

on both categories. This appears that both universities’

respondents are approximately identically revealing from

political contents of Social media. However, the overall

view shows that respondents of the Quaid e Azam universities89

are very strongly revealing from political contents of

Social media as comparisons to Sargodha University students

and students.

In the religious contents, the (31.1 %) of respondents

answered that they are exposed from devout contents very

much and total of (35.9 %) responded as much. (20.2 %)

answered that they are revealed as somewhat and (10.6 %) are

revealing rarely in devout contents of Social media. (2.2 %)

of respondents responded there will as not at all.

If we gaze a falcon's eye on sports content's category

we see that a total of (19.6 %) respondents responded very

much on the exposure of sports contents, while (43.3 %) of

respondents are granted their answer as much exposure from

sports contents of Social media. (24.7 %) of respondents of

both universities responded that they are revealing from

sports contents as somewhat. (3.5 %) responded that they are

revealing rarely and (9 %) responded as not at all.

16%

16%

20%20%

28% NOT AT ALL

STRONGLY DISAGREE

DISAGREE

AGREE

STRONGLY AGREE


n=312

90

Figure 5.6 do respondents gain more political knowledge from

Social media Somewhat than EM.

In Above (figure 5.6) displays the frequency of

political knowledge from two different mediums, which are

Social media and electronic Media, in these inquiry

respondents, responded the comparison of gaining of

political knowledge between Social media and electronic

Media. A number of (28 %) responded that they have strongly

agreed that they are gaining much political knowledge from

Social media as a compare to electronic Media. Likewise (20

%) responded as agreeing to this response. (20 %) of

respondents of both universities responded that they do not

agree to this inquiry. (16 %) of respondents are strongly

disagreeing with this question; only (16 %) responded this

question as not at all.

ATTENTION TO PML N PAGE

ATTENTION TO PPP PAGE ATTENTION TO PTI PAGE

2.2

18.3

3.8

15.411.9

23.4

33

21.8 21.2

31.7

26.929.5

17.621.2 22.1



n=312

91

Figure 5.7 attentions to political parties’ official pages

on Social media

In Above cited, (Figure 5.7) recounts the attention level of

respondents who are exposing from political parties’

official pages on Social media. Here respondents of both

universities responded that they are paying (17.6 %) of very

much attention to Pakistan Muslim league Nawaz page. After

that (31.7 %) answered that, they are giving much attention

to the PML N page. (33 %) Respondents responded as somewhat

and (15.4 %) in rarely category and (2.2 %) of respondents

are in not at all categories. In attention to Pakistan

People’s party page, (21.4 %) of respondents responded with

very much category (26.9 %) responded as much and (21.8 %)

answered that they are giving attention to Pakistan People’s

party official page as Somewhat. A large figure of (14.4 %)

answered as rarely and at the last (3.8 %) of total

respondents answered as not at all.

In the third party page attention investigation which

is Pakistan Tehreek e Insa’af page (22.1 %) are answered

that they are paying attention to Pakistan Tehreek E Insa’af

official page very Much. (29.5 %) answered as Much, and

(21.2 %) responded as somewhat. A gigantic Figure of (23.4

%) responded as rarely and a total Figure of (3.8 %) of

general responded that they are giving attention to official

page of Pakistan Tehreek E Insa’af as not at all.

92

RESPONCE TO PMLN PAGE RESPONCE TO PPP PAGE RESPONCE TO PTI PAGE

1.6 1.3 2.2

12.8 11.57.1

16.7

26.921.8

36.5 39.1

48.7

32.4

21.2 20.2



n=312

Figure 5.8 respond to political parties’ official pages on

Social media.

In Above mention, (Figure 5.8) recounts the response

level of respondents on the political parties’ official

pages. In this inquiry, Pakistan Muslim League (Nawaz) is

profiting more reply from the respondents. (32.4 %) of total

respondents from both universities provided answers in very

Much category. A very large figure of (36.5 %) of

respondents gave their answer as Much and (16.7 %) of

respondents answered as somewhat. (12.8 %) answered as

rarely and (1.6 %) responded as not at all. In the answer

category of second political party, which is Pakistan

People’s Party, only (21.2 %) answered as very much and

(39.1 %) answered as much. (26.9 %) provided their reply as

somewhat and (11.5 %) provided a response in rarely and (1.3

%) has granted their answer as not at all. In the third and

93

the last party analysis (20.8 %) showed their reply as very

much and (48.7 %) has shown in their response as much. (21.8

%) It has granted replied as somewhat and (7.1 %) in rarely

and (2.2 %) responded as not at all.

MANIFESTO KNOWLEDGE PMLN

MANIFESTO KNOWLEDGE PPP

MANEFESTO KNOWLEDGE PTI

2.6 1.9 2.6

9.3 9.912.8

36.2

28.5

19.923.1

29.2

40.7

28.8 30.4

24



n=312

Figure 5.9 know about the following parties’ manifesto on

Facebook?

Above cited (Figure 5.9) displays the frequency of

information about the political party’s manifesto through

official pages of political parties utilizing Facebook. The

first political party is Pakistan Muslim League (N) ;

( 28.8%) respondent responded that they are having very much

manifesto information of Pakistan Muslim League (Nawaz).

After that (23.1 %) of respondents who responded that they

are having much information about the Pakistan Muslim League

(Nawaz) manifesto utilizing Facebook. In third category

(36.3 %) responded as somewhat, (9.3 %) in rarely and at the94

end (2.6 %) of general respondents responded as not at all

for the manifesto information of Pakistan Muslim League (N).

In the demographic categorization more than 22 years age

respondents are having more manifestos as compare to up to

22 years-old respondents. Here another thigh discerned that

female respondents are having more manifesto knowledge of

Pakistan Muslim League N as contrast to male respondents.

There is a lightweight difference between university grade

respondents. In the second party evaluation which is

Pakistan People’s Party (30.4 %) of respondents responded

that they are having manifesto knowledge very Much. (29.2 %)

of respondents responded as having PPP’s manifesto

information as much and (28.5 %) of respondents gave a

response as somewhat. (9.9%) of total respondents responded

that they are having manifesto information rarely.

Furthermore, (1.9 %) answered as not at all. In

demographic share of answers, an age of up to 22 years is

having more manifesto knowledge as contrast to more than 22

years. Here, females are furthermore having more manifesto

information as compared to male. Undergraduate are having

more manifesto information about PPP as comparable to

graduate level university students. Sargodha university

students are having more manifestos’ knowledge as comparable

to the Quaid e Azam University.

In the third party comparison, manifesto knowledge from

the official page of Pakistan Tehreek E Insa’af in a very

much category is (24 %) after this (40.7 %) respondents

answered as they are having much knowledge about Pakistan

Tehreek E Insa’af Manifesto. (19.9 %) answered as somewhat95

and (12.8 %) answered as rarely. There are furthermore (2.6

%) respondents in not at all categories. In the demographic

distribution of the age of up to 22 years, respondents there

are a lot of most. But in gender, males are having high

manifesto information of Pakistan Tehreek E Insa’af. Quaid e

Azam university respondents are having more manifesto

information about Pakistan Tehreek E Insa’af as a contrast

to the University of Sargodha students.

INFORMATION ABOUT PARTY MANIFESTO

INFORMATION ABOUT POLITICAL NEWS

INFORMATION ABOUT POLITICAL PICTURES

INFORMATION ABOUT POLITICAL VIDEOS

1.38 9

4.28

12.817.3

28.5

14.117.9

24.420.2

51.9

34.626.9 2624.7 26.6

22.4 21.2



n=312

Figure 5.10 exposures to Social media political contents

In the Above (figure 5.10), the use and exposure level

of political contents of respondents has been analyzed. Here

are four categories, which are asked of the respondents.

These categories are party manifesto, political news,

political pictures, and political videos. In party manifesto

category (24.7 %) of respondents responded as very much and

(51.9 %) has granted response that they are having much

political knowledge about the political party manifesto.

96

(14.1 %) of a respondent provided a response as somewhat and

(8 %) answered as rarely and (1.3 %) provided the response

is not at all.

In another category of political news respondents

displayed their response that they are having knowledge

about political news (26.6 %) as very Much and (34.6 %) in

much category, (17.9 %) responded as somewhat and (12.8 %)

responded as rarely and (8 %) as not at all. In the third

category of political pictures, (22.4 %) answered as very

Much and (26.9 %) as Much, while (24.4 %) as somewhat, (17.3

%) as rarely and (9 %) as not at all. In the fourth and last

category, these were political videos (21.2 %) responded as

very Much. (26 %) As much, (20.2 %) as somewhat, (28.5 %) as

rarely and (4.2 %) answered as not at all.

SHERING LEADER'S STATEMENT

SHARING POLITICAL NEWS SHERING POLITICAL PICTURES

6.4 6.110.9

24.4

16.7

9.3

2528.5

17.6

34

40.1

22.1

10.3 8.7

40.1



n=312

Figure 5.11 sharing political contents on your wall using

Social media

In the Above (figure 5.11), we can investigate the

political contents’ sharing by respondents on their wall97

using Social media. There are three categories in this

inquiry. (10.3 %) of respondents answered that they share

leader’s statement on their wall very much. (34 %) answered

as they share leader’s statement on their wall much. (25 %)

responded as somewhat. (24.4 %) responded as rarely and (6.4

%) responded as not at all. In the second category of

political news (8.7 %) answered as very much. A very large

figure of (40.1 %) respondents responded as much. (28.5 %)

Responded as Somewhat, (16.7 %) answered as rarely and at

the end (6.1 %) answered as not at all. In the third and

last category of political pictures sheering (40.1 %)

responded as very much. (22.1 %) answered as much. (17.6 %)

answered as somewhat. (9.3 %) answered as rarely and (10.9

%) responded as not at all.

KNOWLEDGE ABOUT MANIFESTO PMLN

KNOWLEDGE ABOUT MANIFESTO PPP

KNOWLEDGE ABOUT MANIFESTO PTI

4.5 6.4 99 6.4

15.1

29.8

11.5

25.3

34.9

51.9

2421.8 23.7 26.6



n=312

Figure 5.12 more political knowledge about their manifesto

Another question was that which political party is

providing more party manifesto information of their party98

utilizing Social media. In this inquiry, the researcher

analyzed three foremost party manifestos knowledge. In the

party manifesto of Pakistan Muslim League Nawaz, a number of

(21.8 %) respondents responded as very much. (34.9 %)

responded as much. (29.8 %) responded as somewhat. (9 %)

responded as rarely and (4.5 %) responded as not at all. In

the second party manifesto knowledge, (23.7 %) of

respondents responded that PPP is providing very much

manifesto information about their party manifesto using

Social media. (51.9 %) It responded as much, (11.5 %)

responded as somewhat. (6.4 %) responded as rarely and there

are (6.4 %) responded as not at all. In the third party

investigation, which is Pakistan Tehreek, I Insa’af, (26.6

%), answered that PTI is providing very much knowledge about

the manifesto of their party. (24 %) responded as much.

(25.3 %) It responded as somewhat and (15.1 %) responded as

rarely. (9 %) It responded as not at all.

12% 7%

17%

41%

24%

NOT AT ALLRARELYSOMEWHATMUCHvery Much


n=312

Figure 5.13 uses of Social media contents can help in

understanding political party manifestos.99

In the Above Pie chart (figure 5.13), there is

information about the understanding grade of the political

party manifesto of respondents from Social media. Here are

(24 %) of those who are responding very much, (40 %) are

those who responded as much. (17 %) of both universities,

respondents answered that they understand a manifesto from

Social media as somewhat. Only (7 %) respondents responded

as rarely, (12 %) responded as not at all. In the

demographic investigation of this question, an age of up to

22 years’ old students (31.1 %) responded as very much in

comparison to more than 22 years which are (12.1 %) of whole

respondents. The majority of females answered as much and

very much category, but at the university level. There is no

important difference between responses of these question

categories wisely.

100

8% 21%

8%41%

22%NOT AT ALLSTRONGLY DISAGREEDISAGREEAGREESTRONGLY AGREE


n=312

Figure 5.14 Social media political contents can increase the

information level regarding political issues

The next question was about the use of political

contents and through this usage increase of information

level of Social media regarding political issues of

Pakistan. An analytical outlook interprets that (22 %)

responded as strongly agreed with this question and (41 %)

responded as agree. (8 %) disagreed from this question and

only (21 %) are strongly disagreed from this question. At

the last (8 %) answered as not at all.

13% 9%

27%31%

20% NOT AT ALL

STRONGLY DISAGREE

DISAGREE

AGREE

STRONGLY AGREE

101


n=312

Figure 5.15 students are political satisfied from Social

media than other media like EM

The next question, which is inquired by the researcher,

is about the satisfaction from Social media than electronic

media of respondents considering government. We can glimpse

the above Figure and investigate that (20 %) of respondents

strongly agree upon this question, and they are

democratically persuaded from Social media as a contrast to

electronic Media. (31 %) of respondents are agreeing from

this inquiry. A Figure of (27 %) respondent is disagreeing

from this inquiry. In this question (9 %) of respondents are

are strongly disagreed and (13 %) are granted their answer

as not at all.

MORE SUPPORTIVE FOR UNIVERSITY STUDENTS

PMLN


PPP


PTI

6.4 4.5 4.5

14.1 12.5 11.2

28.533.3 33.7

42.6 43.3

29.2

8.3 6.4

21.5



n=312

Figure 5.16 which political parties’ Policies are more

supportive of university students?

102

There are four inquiries in the questionnaire, which

ask about the principles and Policies of Mainstream

nationwide parties of Pakistan. In the first inquiry,

respondents are inquiring to the response that which

political party is supportive of the principles and Policies

of university students and students. In this, inquiry (8.3

%) responded as very much for Pakistan Muslim League (Nawaz)

and (42.6 %) answered as much. (28.5 %) responded as

somewhat. (14.1 %) responded as rarely and (6.4 %) responded

as not at all. In the second party analysis, which is

Pakistan People’s Party (6.4) responded as very much. (43.3

%) responded as much. (33.3 %) responded as somewhat. (12.5

%) responded as rarely and (4.5 %) responded as not at all.

In the third party, evaluation (21.5 %) responded as very

much. (29.2 %) responded as much. (33.7 %) Responded as

somewhat, (11.2 %) responded as rarely and (4.5 %) responded

as not at all for PTI Policies.

POLICIES FOR DRONE ATTCKS PMLN

POLICIES FOR DRONE ATTACK PPP

ATTCKS FOR DRONE ATTACK PTI

15.4 15.7

4.5

19.9

13.1 13.8

22.817.6

23.724.4

31.7

46.5

17.621.8

11.5



n=312

103

Figure 5.17 which political party’s manifesto is more

supportive of anti-drone attacks?

The second question was about the principles and

Policies of anti-drone attacks, which are assaulted in

Pakistani tribal localities by NATO forces. In this inquiry

three main parties’ principles about anti drone attacks has

been analyzed. In the first party evaluation which is PML N

(17.6 %) of respondents responded as very much. After that

(24.4 %) responded as much, (22.8 %) responded as somewhat.

(19.9 %) responded as rarely and a Figure of (15.4 %)

respondents of both universities answered as not at all in

favor of PML N. If we gaze at the anti-drone Policies of

Pakistan People’s Party, we see that (21.8 %) respondents

answered as very much. (31.7 %) answered as much. (17.6 %)

responded as somewhat. (13.1 %) responded as rarely and

(15.7 %) answered as not at all. In the third party

assessment, which is Pakistan Tehreek I Insa’af (11.5 %)

responded as very much. (46.5 %) responded as much, and

(23.7 %) responded as somewhat category. (13.8 %) responded

as rarely and (4.5 %) responded as not at all.

104

POLICIES FOR NATIONAL SECURITY PMLN

POLICIES FOR NATIONAL SECURITY PPP

POLICIES FOR NATIONAL SECURITY PTI

17

4.5 6.14.5

11.2 10.9

39.7 37.8

25.320.8

24.7

37.8

17.921.8 19.9



n=312

Figure 5.18 which political party’s manifesto is supportive

of the National security

In the third inquiry, respondents are inquired about

the Policies of National security of these three parties. In

this, question (17.9 %) responded as very much in favor of

Pakistan Muslim League (N). (20.8 %) responded as much.

After that (39.7 %) answered as Somewhat, (4.5 %) of

respondents of both universities answered as Rarely and (17

%) answered as not at all for the principles and Policies of

National security of Pakistan Muslim League Nain the second-

category assessment which is principles of nationwide

security of Pakistan People’s party, (21.8 %) responded as

very much and (24.7 %) responded as much. (37.8 %) of

respondents are responding as Somewhat, (11.2 %) answered as

Rarely and a small figure of (4.5 %) answered as not at all

in the favor of Pakistan people’s party. In the third party

105

evaluation, which is Pakistan Tehreek I Insa’af (19.9%) are

those who answered as very much. (37.8 %) responded as much

and (25.3 %) responded as somewhat category. (10.9 %)

answered as rarely and (6.1 %) responded as not at all.

POLICIES FOR ENERGY CRICIS PMLN

POLICIES FOR ENERGY CRICIS PPP

POLICIES FOR ENERGY CRICIS PTI

6.410.6 9.610.9

6.7 5.8

25.3

41

23.4

32.428.2 26.925

13.5

34.3



n=312

Figure 5.19 which political party’s manifesto is supportive

of the Policies of energy crisis

The fourth inquiry was about the principles of

political parties was about the energy crisis. In this

inquiry (25 %) of all respondents responded their answerer

as very much in favor of Pakistan Muslim League (N)? (32.4

%) of respondents are responding as much, and (25.3 %)

responded as somewhat. (10.9 %) responded as rarely and (6.4

%) responded as not at all for Pakistan Muslim League (N)

electric power crisis Policies.

In the second party assessed, which are Pakistan

People’s party only (13.5 %) respondents answered as very

much. (28.2 %) answered as much, and (41 %) of respondents

106

answered as somewhat. (6.7 %) of total respondents answered

as rarely and (10.6 %) of both university respondents

answered as not at all in the favor of the PPP. In the third

party evaluation, which is Pakistan Tehreek, I Insa’af (34.3

%) respondents responded as very much. (26.9 %) responded as

much, (23.4 %) responded as somewhat. A small figure of (5.8

%) responded as rarely and (9.6 %) responded as not at all

in favor of PTI.

FREE EDUCATION

EMPLOYMENT SCHOLARSHIP BENIFICIERIES SCHEMES

FOREIGN VISITS

4.5 3.8 0.600000000000001

14.118.6

13.1 12.215.7

9.3

23.1

16

22.1

8.7

30.827.2

39.735.9

30.4

36.9

2526.6 26

44.6

96.1



n=312

Figure 5.20 which Policies are required to make from

Political parties to do work more for the betterment of

University students

There was another question asked by the respondents

about the Policies of political parties for the e betterment

of university students. There are five categories of this

107

question. These categories are free Education, employment,

studentships, beneficiaries’ schemes, and foreign visits. In

the first category of free education, (4.5 %) of respondents

of both university respondents answered as not at all. (13.1

%) responded as rarely, (16 %) responded as somewhat. (39.7

%) as much and (26.6 %) answered in favor of free education

as very much. In the second category job or employment, (3.8

%) answered as not at all, (12.2 %) responded as rarely,

(21.1 %) responded as somewhat, (35.9 %) as much, and (26 %)

answered as very much. In the third category of studentships

for university students, (0.6 %) responded as not at all,

(15.7 %) responded as rarely, (8.7 %) answered as somewhat,

(30.4 %) answered as much and (44.6 %) sustained this policy

as very much. In the fourth category of beneficiary schemes

for university students (14.1 %) of overall university

students and students responded as not at all. (9.3 %)

Answered as rarely, (30.8 %) answered as somewhat, (36.9 %)

responded as Much, and (9 %) responded as very Much. This

means that university students need studentships for the

higher education. In the last and final question in this

category were foreign visits for university students and

students. In this category, (18.6 %) of respondents is

answered as not at all. (23.1 %) answered as rarely, (27.2

%) response was somewhat, (25 %) as much, and in the last

(6.1 %) as very much responded.

108

ACCORDING TO MANIFESTO PMLN

ACCORDING TO MANIFESTO PPP

ACCORDING TO MANIFESTO PTI

1.9

34.630.4

6.4 8.3 9.6

28.8

18.3

29.8

44.6

23.419.618.3

15.410.6



n=312

Figure 5.21 which political party is working according to

the manifesto?

There was a question about the repute of the party

manifesto. Here is an inquiry inquired by the researcher to

the respondents that which political party is working

according to his manifesto. There are furthermore, three

parties in this inquiry. First party was Pakistan Muslim

League N. (1.9 %) respondents answered as not at all, (6.4

%) answered as Rarely, (28.8 %) answered as Somewhat, (44.6

%) as much, and (18.3 %) responded as very much in the favor

of PML N is working according to their manifesto.

In the second party evaluation, which is Pakistan,

people’s Party and here the response was slightly different.

(34.6 %) of total respondents responded as the Pakistan

People’s party is not working according to its manifesto and

responded as not at all. A number of (8.3 %) answered as

rarely, (18.3 %) responded as somewhat, (23.4 %) responded109

as Much, and (15.4 %) answered as very much. In the third

party evaluation which is Pakistan Tehreek, I Insa’af (30.4

%) answered as not at all, (9.6 %) answered as Rarely, (29.8

%) responded as Somewhat, (19.6 %) responded as Much, and

(10.6 %) answered as very Much in favor of PTI.

110

Table 5.3 which political party is working according to the

manifesto

RESULTS AGE GENDER EDUCATION LOCATIONPML (N) OVERALL A B C D E F G HVERY MUCH 18.3 29

.10.0

17.9

18.6

28.4

0.0 16.0

20.5

MUCH 44.2 31.6

65.5

36.5

51.9

51.2

31.5

43.6

44.9

SOMEWHAT 35.6 39.3

29.3

45.5

25.6

17.4

68.5

36.5

34.6

RARELY 0.0 0.0

0.0

0.0

0.0

0.0 0.0 0.0 0.0

NOT AT ALL 1.9 0.0

5.2

0.0

3.8

3.0 0.0 3.8 0.0

PPPVERY MUCH 15.4 14

.317.2

0.0

30.8

20.9

5.4 15.4

15.4

MUCH 23.4 22.4

25.0

9.6

37.2

28.9

13.5

21.2

25.6

SOMEWHAT 18.3 14.8

24.1

19.9

16.7

13.9

26.1

16.7

19.9

RARELY 8.3 13.3

0.0

12.8

3.8

12.9

0.0 11.5

5.1

NOT AT ALL 34.6 35.2

33.6

57.7

11.5

23.4

55.0

35.3

34.0

PTIVERY MUCH 10.7 10

.211.2

13.5

7.7

9.5 12.6

11.5

9.6

MUCH 19.8 14.3

28.4

21.2

17.9

20.9

17.1

19.2

19.7

SOMEWHAT 30.6 17.9

50.0

27.6

32.1

31.8

26.1

28.8

30.8

RARELY 9.36 15.3

0.0

10.3

9.0

7.5 13.5

9.0 10.3

NOT AT ALL 29.4 42.3

10.3

27.6

33.3

30.3

30.6

31.4

29.5

** VALUES SHOW INVALID PERCENTAGE (%) N=312

Legends:

111


E=Graduation, F = under graduation, G-University of

Sargodha, H= Quaid e Azam University, Islamabad

In the biological and demographic distribution, most of the

students and university students who are up to 22 years

sustained Pakistan Muslim League (N) furthermore, most of

the males in favor of Pakistan Muslim League (N). In

education category, graduate students sustained Pakistan

Muslim League (N) as employed according to their manifesto.

If we look at university level, Quaid E Azam university

students are more sustained for this question in favor of

Pakistan Muslim League (N) as compared to Sargodha

university students. In the second party assessment of

demographic circulation, most of the university students and

students who are up to 22 years responded, as they are not

in favor of Pakistan People’s Party. If we contrast gender

of both universities, then we see that female students and

students of both universities supported the Pakistan

People’s party as contrast to male students.

In Education category graduate, students supported this

question in favor of Pakistan People’s party as compare to

undergraduate students. In university grade circulation,

there was no important distinction in both university

students and students. In the third party assessment of the

manifesto, it was Pakistan Tehreek, I Insa’af. In this party

demographic circulation an age of up to 22 years, students

sustained Pakistan Tehreek Insa’af as a contrast to above

than 22 years. In gender category male students answered in

the favor of Pakistan Tehreek, I Insa’af as a contrast to112

female university students and students. In Education

circulation, there is no important difference for PTI. If we

contrast both universities, there is furthermore, no

significant distinction between both university students.

5%18%

27%21%

29%NOT AT ALL

STRONGLY DISAGREE

DISAGREE

AGREE

STRONGLY AGREE

** Values show invalid percentage (%)

n=312

Figure 5.22 manifestos can change perception of university

students regarding party affiliation

The last question, which was inquired by respondents,

was about the change of perception from political party

manifesto regarding political party affiliation. Here (4.8

%) “Approximately (5%)” answered this question as not at all

from the both universities’ respondents. (18 %) Respondents

responded as they are strongly disagreeing, (27 %) were

disagreeing to this inquiry, a number of (21 %) respondents

responded as agree and (29 %) students of both universities

answered as strongly in favor of this question asked by the

investigator. In demographic circulation, an age of up to 22

113

years-old respondents was not in the support of this inquiry

as contrast to be more than 22 years old. In gender, females

responded in favor of this question as a contrast to males.

In the Education, category graduates level students are not

in support of this inquiry as a contrast to undergraduate

level students. University-level students there are a little

distinction in general results.

Statistical Analysis

Meaning of statistic leads to a set of rules and

techniques, which are used to deal with data, summarize the

data, and interpret the data (Ghauriet al., 1998).

Statistical analysis refers to a set of different methods

which are used to process very large amounts of data through

SPSS and or other computer related software, after this

process an overall report is also created by the statistical

tool (Cited at: www.whatis.techtarget.com). In this

research, study data is analyzed through SPSS and results

are drawn in tables, and figures.

Descriptive Statistics of the Study

Descriptive statistics are used in social science to

summarize data under a research work. A researcher can

summarize the distribution of attributes on a single

variable with descriptive statistics; and others summarize

the associations between variables. In Descriptive,

statistics the summarizing of the relationships between the

variables are called measures of association (Cited at:

www.whatis.techtarget.com). The descriptive statistics are

analyzed in this study. 114

Co-Relation

Co-relation is a term, which used in statistical analysis it

refers to the “strength an intensity of a relationship

between two or more variables”. Co-relation is measured in a

strong, or high, Co-relation. It refers that in a data

analysis two or more variables are having a strong

relationship with each other while, a weak, or a low, Co-

relation means that the variables are hardly related to each

other. In statistical analysis, we observe that in Co-

relation, Co-relation coefficients can in the range from -

1.00 to +1.00. In Co-relation the value of (-1.00)

represents a perfect negative Co-relation while a value of

(+1.00) represents a perfect positive Co-relation. In Co-

relation, the value of (0.000) means that there is no

positive or negative relationship between those variables

which are being tested in a research study. In this research

study Co-relation between variables are analyzed to check

the relationship between variables.

115

Table 5.4 Partial Pearson Co-Relation

Control Variables Age

Gende

r

Educatio

n

Locati

on

X5, X6…

X55

Age Co-relation -.042 .023 -.092

Significance (2-

tailed)

. .508 .717 .142

Gender Co-relation -.023 .105

Significance (2-

tailed)

. .711 .093

Educati

on

Co-relation -.026

Significance (2-

tailed)

. .679

** Correlation is significant at p < 0.05 level,

(n=312)

In this research work, the researcher has conducted a

statistical test. After conducting the Pearson Co-relation

test, it is observed that there is a very significant Co-

relation between the variables. There is a negative Co-

relation between age and gender which is γ = -.042 but two

tailed is very significance. The analysis reveals that there

is a positive, p < .508. In gender and education there is

negative relationship, the analysis reveals that there is a

negative relationship between variables. Here γ = -.023 and,

p < .711, and it is statistically significant. In the

education and location variables, the analytical analysis

reveals that there is also negative relationship between

variables. Here γ = -.026 and, p < .679, and it is also

statistically significant.

116

Table 5.5 Statistical Significance of the Hypothesis

S No Hypothesis p Value Conclusiv

e1 H1 It is more likely that Facebook is

more popular and acceptable to users

on Social media than other sites of

Social media.

(0.001) as p

< 0.05

Significan

t

2 H2 It is more likely that students gain

more political knowledge from Social

media than print and electronic

media

(0.001) as p

< 0.05

Significa

nt

3 H3 It is more likely that students

spend more time on Social media than

print and electronic media

(0.001) as p

< 0.05

Significa

nt

4 H4 It is more likely that use of Social

media’s political contents help in

changing political attitude about

political parties manifestoes

(0.000) as p

< 0.05

Significa

nt

5 H5 It is more likely that use of Social

media’s political contents help in

understanding political parties’

manifestoes and Policies

(0.001) as p

< 0.05

Significa

nt

6 H6 More the use of Social media more

the information level among the

students regarding political issues

of Pakistan.

(0.000) as p

< 0.05

Significa

nt

7 H7 It is more likely that users take

more interest in Social media

contents than other media.

(0.000) as p

< 0.05

Significa

nt

118

8 H8 It is more likely that users have

higher satisfaction level from

Social media than other media

(0.001) as p

< 0.05

Significa

nt

9 H9 It is more likely that PTI is more

popular and acceptable to users on

Social media than other parties.

(0.131) as p

> 0.05

No

Significa

nt** Correlation is significant at p < 0.05 level,

(n=312)

119

Chapter-6

Summary and Discussion

Globally, Social media is a new paradigm of the 21st

century. In the present political scenario of Social media

political communication, there is an allocation of concern

between political parties and political specialist. Through

Social media, political parties are swapping their ideology

and party point of outlook with the respondents. Political

parties can attract youth’s insight and control

considerations panels through Social media sites. In this

research study, we can see that there are many ultimate

Associations, which are to be discovered between a

politician, political parties, and university students. With

the help of exclusive use of Social media sites, we can

check political demeanor and the public’s attitude of the

university students.

This research study strengthens the notions of Uses and

Gratification theory. According to theory, audience is

conceived as active. All the respondents of this study

responded their response as an active participant. Social

media sites, especially Facebook and Twitter are mostly

endowed university students and public to get access to

political parties and politicians’ official pages. Through

these undertaking university students and students are able

to understand about the party ideology and reinforce their

party affiliation. Social media is a very large intermediate

at this time for the mainstream political parties of

Pakistan. These parties are still trying to enhance their

120

good wills in front of Pakistani youth, particularly

university students and students.

The function of Social media in political viewpoint is

actually to inform people about political parties’ and

political leader’s ideology, and it comes exactly under

Media surveillance function. Social media are also

mobilizing youth through its hardworking participating in

political communication at the correct time. The students

already made their affiliations and perceptions very

powerful with the help of continuing use of Social media

sites like Facebook and Twitter. In this study, the

empirical outcome on Social media political parties’ pages

proposes that there are more research efforts is required in

the area of political connection to check the users’

insight, demeanor, and mind-set. If we compare Social media

with electronic media, then we glimpse a very large

difference between the users of both intermediate. The youth

and mostly university students, students and all other

segments of society utilize global Social media.

In the present scenario, no one can be neglect the

importance of Social media. Social media and its contents

are enjoying the flexibility of signs and freedom of

information booths. There is no powerful and proper gate

keeping, until now to command the contents of Social media.

We will not halt and hide the contents of Social media. In

this study, four main Social media sites have been selected

to investigate the contents of these sites. These sites are

Facebook, Twitter, My space, and Orkut. This study accessed

that Facebook is more well liked site than other sites like121

twitter, Orkut, and MySpace. In Pakistan and in both

universities, Facebook is very well liked and Twitter users

are following the Facebook. (See figure 5.2).

In this research study, there was also a very clear

demographic distribution. Respondents have been chosen on

the cornerstone of gender and Education from both

universities. 312 respondents are selected from two

universities, 156 from the University of Sargodha and 156

from Quaid e Azam University. The biological circulation was

also as like university's circulation. Identical males and

females have been selected from both universities. There is

a small distinction in Education and age. (See figure

5.1).In this study following of the hypotheses has been

proved after distinct tests directed from SPSS.

In this study, there were nine hypotheses. In this

research study, the H1 was “It is more likely that Facebook

is more popular and acceptable to users on Social media than

other sites of Social media.” this hypothesis has been

checked through an inquiry. Statistical evidence proves to

be significant (0.001) as p < 0.05. Therefore, we accept our

hypothesis and conclude that students use Face book more

than other Social media sites like Twitter and MySpace. (See

figure no 5.1).

In this study, the H2 was “It is more likely that

students gain more political knowledge from Social media

than print and electronic media” this hypothesis has been

checked through an inquiry. Statistical evidence proves to

be significant (0.001) as p < 0.05. Therefore, we accept our

122

hypothesis and conclude that students gain more political

information from Social media than other customary media

like TV and Radio. (See figure no 5.6).

According to H3, which are checked through

statistically evidence and with the help of SPSS and the

hypothesis, was “It is more likely that students spend more

time on Social media as compared to print and electronic

media". This hypothesis was also verified with the help of

data assemblage and statistical analysis proves to be

significant (0.001) as p < 0.05. Therefore, we accept our

hypothesis and conclude that. The respondents responded in

this inquiry, in favor of this question that spends more

time on Social media than other media like print and or

electronic Media, (See Figure no 5.4).

As per H4 of this study was “It is more likely that use

of Social media’s political contents helps in changing

political attitude about political parties’ manifestoes.”,

the statistical evidence verified to be very significant

(0.000) as p < 0.05. Therefore, we accept our hypothesis and

conclude that Social media political contents can help in

changing political mind-set about political parties (see

figure no 5.22).

In this research study, the H5 was “It is more likely

that use of Social media’s political contents help in

understanding political parties’ manifesto and Policies.”

The statistical clues verified to be significant (0.001) as

p < 0.05. Therefore, we accept our hypothesis and conclude

that Social media contents can help in understanding

123

political party's manifesto and Policies. We can observe the

consequences of Figure no 5.13.

The H6 of this study was “More the use of Social media

more the information level among the students regarding

political issues of Pakistan." The empirical sign displays

to be very significant (0.000) as p < 0.05. Therefore, we

accept our hypothesis and conclude that this hypothesis was

also verified. We can see the outcomes in the various

illustrations displayed in the Figures of (5.17, 5.18, 5.19,

and 5.20).

The H7 of this study was “It is more likely that users

take more interest in Social media contents than other

media." For this reason, an empirical inquiry conducted and

results reveal to be highly significant (0.000) as p < 0.05.

Therefore, we accept our hypothesis and conclude that and

the results displayed that student’s take very high level of

interest in Social media contents. See Figure 5.5.

The H8 of this study was “It is more likely that users

have higher satisfaction level from Social media than other

media” we observe that this hypothesis is also proves to be

significant (0.001) as p < 0.05. Therefore, we accept our

hypothesis and conclude that the respondents are having high

approval grade from Social media than other Media. See

Figure no 5.15 above.

The H9 of this study was about political party grading.

The hypothesis was “It is more likely that PTI is more

popular and acceptable to users on Social media than other

parties". This hypothesis was rejected and is not124

significant (0.131) as p > 0.05. Hence, we can reject this

hypothesis and conclude that, users consider that, Pakistan

Muslim League (N) is a more popular party than Pakistan

Tehreek, I Insa’af. All the Above hypotheses are tested

empirically with the help of a well - constructed

questionnaire from surveys. Content is drawn from the

relative results of parties and questions of the

questionnaire.

Recommendations

After interpretations of the above findings and analysis of

this research study, following suggestions and

recommendations are to be proposed:

Social media has a great influence on every segment of

life. After the mushroom growth of Social media sites

especially Facebook and Twitter, we observe that

peoples use Social media more than electronic media.

Social media is a new platform to express the inner

potential of user. Social media is enjoying the freedom

of expression and freedom of information both on its

peak. With the great use of Social media, we see good

governance and objectivity in Pakistani politics.

This is an understood reality that Social media is an

influential media. Social media is influencing both

sides, top to bottom and bottom to top side also.

Political party and user both are requested to

highlight good governance, great check and balance on

politicians, mainstream political powers. Social media

can change political affiliations through its political

contents. Social media users are heavily active users,125

if we analyze the social media contents we see that

user is interacting directly to the mainstream

political party and politicians. It is therefore

suggested, that user should provide positive aspects of

politics and through virtual activism give an immediate

feedback to the posts on Social media.

Users of Social media should highlight social and

political issues of Pakistani governance. Through using

Social media, platform user should discuss their

problems and portray social and political issues on

Social media. Using Social media the users should

highlight and discuss political issues of great public

concerns.

126

Implications for Future Research

Future research work can focused on the following areas of

the Social media phenomenon:

1. A comparative study may be conducted between leading

Social media sites like Facebook and Twitter, which are

used mostly by Pakistani youth to check users’

perception regarding political and social issues of

Pakistani politics.

2. A research study may also be conducted to check users’

satisfaction level with Social media sites regarding

political coverage given to the political contents on

Facebook.

3. A research study may also be conducted to check users’

perception level with Social media sites regarding

political contents given to the political contents on

Facebook.

4. A survey may also be conducted to check the influence

of political contents portrayed on social media on

users’ behavior.

5. A survey may also be conducted to check the influence

of political party’s manifestoes using Social media.

6. A content analysis may be studied to measure the

political contents of political party’s official pages.

7. An experimental study may also be conducted to check

impact of the political and social coverage on Social

media users.

127

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Annexure 1)Questionnaire

Mr Muhammad Kaqbad Alam, M Phil Scholar of Department ofCommunication Studies, University of Sargodha, has beenassigned a task to conduct a research on the Subject ofCommunication Studies titled as “A study of Perception aboutManifestoes of Main Stream Political Parties of Pakistanshaped by Social media: a study of students of University ofSargodha and Quaid-e-Azam University” under the supervisionof the undersigned as partial requirement for the degree ofM. Phil in Mass Communication. Your co-operation in thisregard will be highly appreciated.

Dr. Mudassar H. Shah Supervisor

Please use sign to select an optionAge: (A) Up to 22 years (B) More than 22 yearGender: (A) Male (B) Female

Education: (A) Graduate (B) Under Graduate

Institution: (A) University of Sargodha (B) Quaid e Azam University

1. How frequently do you use the following Social media?Very Much Much Somewha

tRarely

Not at all

Face bookMy spaceOrkutTwitter

2. How much time do you spend on Social media during a day?(A) 1 to 2 hours (B) 2 to 3 hours(C) 3 to 4 hours (D) More than 4 hours

3. What do you think that University students spend more time on Social media than other Media like Print and Electronic Media?Strongly agree Agree Disagr

eestrongly disagree

Not at all

4. To what extent do you expose to the following contents of Social media?

Very Much Much Somewha

tRarely

Not at all

EducationEntertainmentPolitical

141

ReligiousSports

5. Do you agree that University students gain more Political knowledgefrom Social media than other Media like Print and Electronic MediaStrongly agree Agree Disagr

eestrongly disagree

Not at all

6. To what extent do you pay attention to the following main stream Political Parties’ Official pages using Social media?


t Rarely Not at all

PML (N)PPPPTI

7. How frequently do you respond with following Political parties’ official pages on Facebook?


t Rarely Not at all

PML (N)PPPPTI

8. To what extent do you know about the following parties’ manifesto on Facebook?


tRarely

Not at all

PML (N)PPPPTI

9. How much information do you get from the Political parties’ Official pages on Facebook about the following?


t Rarely Not at all

Party ManifestoPolitical newsPolitical picturesPolitical videos

10.To what extent do you share following Political contents on your wall using Social media?


tRarely

Not at all

142

Party Leader’s statementsPolitical newsPolitical pictures

11.What do you think that which Political party official page is providing more political knowledge about their party manifestoes?


t Rarely Not at all

PML (N)PPPPTI

12.According to your point of view, use of Social media’s Political contents helps us in understanding Political parties’ manifestoes?Very much Much Somewha

t Rarely Not at all

13.According to your point of view, use of Social media political contents can increase information level among the University students regarding Political issues of Pakistan.Strongly agree Agree Disagr

eestrongly disagree

Not at all

14.According to your point of view, University students are politically satisfied from Social media Political Party official pages than Electronic Media and Print Media?Strongly agree Agree Disagr

eestrongly disagree

Not at all

15.According to your opinion, which Political Parties’ manifesto is more supportive for the Policies of University students?


t Rarely Not at all

PML (N)PPPPTI

16.According to your opinion, which Political Parties’ manifesto is more supportive for the Policies of anti-drone attacks?


t Rarely Not at all

PML (N)PPPPTI

17.According to your opinion, which Political Parties’ manifesto is more supportive for the Policies of National security?

Very Much Somewha Rarely Not at all

143

Much tPML (N)PPPPTI

18.According to your opinion, which Political Party manifesto is more supportive for the Policies of energy crisis?


t Rarely Not at all

PML (N)PPPPTI

19.According to your point of view, which Policies are required made from main Stream Political parties of Pakistan to do work more for the betterment of University students?

Very Much

Much Somewhat

Rarely

Not at all

Free EducationEmploymentStudentshipsBeneficiary SchemesForeign Visits

20.What do you think that, which Political party is working according to their manifesto?


t Rarely Not at all

PML (N)PPPPTI

21.According to your opinion, Political parties’ manifesto can change perception of University students regarding Political Party Affiliation?Strongly agree Agree Disagr

eestrongly disagree

Not at all

Thanks a lot for your kind cooperation

144

Annexure 2)

Table 5.5 descriptive statistics of the Study

Mean Std.Deviation

Age .42 .494Gender .50 .501Education .54 .499Location .50 .501Frequency use of Facebook 2.85 1.089Frequency use of MySpace .96 1.186Frequency use of Orkut 1.06 1.237Frequency use of twitter 1.79 1.502Time spend on Social media 1.29 1.104Spend more time on Social media 2.67 1.294Educational content 2.77 1.130Entertainment content 2.65 1.266Political content 2.39 1.159Religious content 2.83 1.055Sports content 2.61 1.114More political knowledge 2.27 1.434Attention to pml n page 2.47 1.023Attention to PPP page 2.21 1.388Attention to PTI page 2.43 1.179Response to PMLN page 2.85 1.063Response to PPP page 2.67 .977Response to PTI page 2.78 .925Manifesto knowledge PML(N) 2.66 1.069Manifesto knowledge PPP 2.76 1.052Manifesto knowledge PTI 2.71 1.049Information about party manifesto 2.91 .904Information about political news 2.59 1.231Information about political pictures 2.37 1.253Information about political videos 2.31 1.210Sharing leader's statement 2.17 1.106Sharing political news 2.29 1.039sharing political pictures 2.71 1.361Knowledge about manifesto PML(N) 2.61 1.062Knowledge about manifesto PPP 2.80 1.072Knowledge about manifesto PTI 2.44 1.274Understanding political party manifesto 2.57 1.256Increase information level 2.49 1.270Political satisfied from Social media 2.37 1.258

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More supportive for university studentsPML(N)

2.32 1.027

More supportive for university studentsPPP

2.35 .936

More supportive for university studentsPTI

2.52 1.085

Policies for drone attacks PML(N) 2.09 1.327Policies for drone attack PPP 2.31 1.364Attacks for drone attack PTI 2.47 1.014Policies for National security PML(N) 2.18 1.274Policies for National security PPP 2.48 1.088Policies for National security PTI 2.54 1.110Policies for energy crisis PML(N) 2.59 1.162Policies for energy crisis PPP 2.27 1.114Policies for energy crisis PTI 2.71 1.261Free education 2.71 1.129Employment 2.68 1.102Studentship 3.03 1.105Beneficiaries’ schemes 2.17 1.166Foreign visits 1.77 1.191According to manifesto PML(N) 2.71 .905According to manifesto PPP 1.77 1.507According to manifesto PTI 1.70 1.360Manifesto can change perception 2.52 1.221** Values show invalid percentage (%) n=312

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