Social Media Use And Political Attitude Formation; A Case Study Of Five Public Sector Universities Of Kpk.

Abstract

Internet and social media consumption has increased dramatically all over the world. The usage of internet and social media has opened new horizon for political actors and their audiences. The current study explored the usage as well as the power of social media in creating political awareness and formation of political attitude. Five public sector universities of Khyber Pukhtoon Khwa were selected for the study. The sample of 500 students was drawn through the stratified sampling technique. To accomplish the objectives
and hypotheses of the current study cross-sectional survey design was adopted. A well structured questionnaire was developed to collect the data of all the dependent and independent variables of the studies. The data was analyzed with the help of SPSS 21.0 Version applying statistical test of Pearson correlation .The results shows that there is a positive correlation between social media and political attitude formation of the respondents. Keeping in view the importance of topic it is recommended that the study
should be expanded to the whole country to get more valuable results regarding social media use and political communication.