A study was conducted in General Election 2013 Campaign"
conducted to determine the influence of interpersonal
communication such as (Parents, Siblings, friend, religious leader, celebrities
teachers and others identifying which source is more significant in shaping voting
behavior of Pakistani youth. For this study, the survey method was used, in which
self-reported questionnaire distributed among 1000 respondents in public sectors
universities of Punjab and Islamabad to find out results. SPSS was used for data
analysis and statistical testing of the variables.
The results proved that Parents are the most
significant predictor of the voting behavior of
youth, but their level of significance gradually
decreases when compared to prior studies,
because of change in the source of information
of youth. This study supports the theoretical
framework of interpersonal discussion that
emphasized on the importance of
interpersonal discussion in shaping behaviors
attitudes and emotional reactions of youth.
Yasir Waseem Iqbal
Lecturer, Department of Journalism, Govt Degree College Nowshera Virkan, Gujranwala, Punjab, Pakistan.
Professor, Department of Media Studies, The Islamia University Bahawalpur, Bahawalpur, Punjab, Pakistan.