MEDIA USAGE AND POLITICAL ENGAGEMENT IN YOUTH: A COMPARATIVE STUDY OF SOCIAL AND MAINSTREAM MEDIA

Abstract

This thesis explores the relationship between media consumption and political engagement among youth, comparing the impact of social media with traditional (mainstream) media. The research contributes to understanding how evolving media habits shape democratic participation in the digital age. The increasing influence of media in shaping political behavior among youth has sparked growing academic interest, particularly in the context of digital transformation. This study explores the relationship between media usage and political engagement among youth, focusing on a comparative analysis of social media and mainstream media. As digital platforms become central to everyday communication, young individuals are turning to social media not only for social interaction but also for political awareness, expression, and mobilization. In contrast, traditional media such as television, newspapers, and radio continue to serve as sources of structured political information. Using a quantitative approach involving surveys and interviews with university students in Pakistan, this research investigates how both types of media affect levels of political knowledge, participation, and activism. The findings reveal that social media fosters higher levels of participatory political engagement and interactive discourse, while mainstream media plays a significant role in enhancing political awareness and information credibility. The study concludes that although both media forms contribute to political engagement, social media offers a more dynamic and inclusive platform for youth political involvement in the contemporary digital era.