ABSTRACT
The
study examines the level of political understanding among the Facebook users
during 2013 elections. The study also examines the political content shared by
Facebook user’s i.e. political videos, images, texts & audio and analyzes
its critical, rational and ordinary nature along with the analysis of popular
political issues/posts during elections 2013. A sample of 100 FB users was
analyzed in this research which included both males and females (50:50).
Research results showed that overall political understanding among Facebook
users of Pakistan was of ‘Medium Level’. This study was based only on the
online activities of FB users in Pakistan and their online political sharing
during May elections. Content analyses method was used to deduce results in
which user’s profiles are individually examined. The profiles were selected
randomly and large percentage of youth (aged 22-25) participation was observed
during 2013 elections of country. Apart from that people from different
occupations were also analyzed who actively utilized social media to express
their political views regarding 2013 elections, leaders and political parties.
Results showed that a very small percentage of Pakistani women on FB have critical understanding while in males the critical understanding was the highest as they expressed their opinions with reasoning and logic's based on facts. Females were more rational and ordinary in their political approach while men were more critical and rational. The most popular political content shared was of videos, personal opinions ( status updates) and newspaper content shared.
Keywords:
Social Media, Political Awareness, Facebook
& FB profiles, Level of Political Understanding,
Critical, Rational & Ordinary. Popular Political Issues.
