Media Influence And Youth Voting Behavior In The 2018 General Elections: Traditional And Digital Perspectives From Southern Khyber Pakhtunkhwa

Abstract

This paper investigates how traditional and digital media influenced youth voting behaviour during Pakistan’s 2018 General Elections, with particular attention to the southern districts of Khyber Pakhtunkhwa (KP). These elections represented a watershed in Pakistan’s political communication landscape. Traditional media including television, newspapers, and radio -- continued to shape political narratives, while social and digital media platforms redefined political participation, especially among youth. This study explores the dual impact of both media forms on political awareness, perception, and engagement. Using a mixed-method approach involving surveys and interviews, the research examines media framing, message dissemination, and participatory dynamics among young voters aged 18-30. Results reveal that while television and newspapers framed local issues and candidate images, social media fostered interactive political spaces that empowered youth to participate in political discourse and mobilisation. The hybrid nature of media in 2018 strengthened youth political awareness and voter turnout, illustrating the growing convergence of traditional credibility and digital interactivity.