Effects Of Political Advertising on Political socialization

1
EFFECTS OF POLITICAL ADVERTISING ON
POLITICAL SOCIALIZATION OF PAKISTAN YOUTH
(2015-2017)
IFFAT MASOOD
UNIVERSITY OF MENAGMENT AND TECHNOLOGY LAHORE,
PAKISTAN

2
EFFECTS OF POLITICAL ADVERTISING ON
POLITICAL SOCIALIZATION OF PAKISTAN YOUTH
(2015-2017)
A Thesis submitted to The University of Management and Technology Lahore in
the partial fulfillment of the requirements for the Degree of M. Phil in The Media
and Communication Studies
By
IFFAT MASOOD
Supervisor
PROF.DR FARRAST RASOOL
Co Supervisor
Mr. SHAHID IMRAN
DEPARTMENT OF MEDIA AND COMMUNICATION STUDIES
UNIVERSITY OF MANAGEMANT AND TECHNOLOGY
LAHORE, PAKISTAN
2017

3
ACKNOLEDGEMENTS
FIRSTLY, THANKS TO ALLAH ALMIGHTY.
I offer my sincerest gratitude to my supervisor, Prof. Dr. Frassat Rasool, Media and
Communication Studies UMT Lahore.
I owe my special thanks to my co supervisor Mr. Shahid Imran for his invaluable
guidance that was available through the completion of my thesis. His help in the logical
explication of the issues has been extraordinary I am highly indebted to him for making my
M. Phil.
My special thanks to my parents and my elder brother Faisal Masaud, who supported me
throughout my studies financially and morally. A special thanks to my friend Hibba Fatima for
moral support.
IFFAT MASOOD

4
ABSTRACT
The study aimed to testing relationship between political advertising and political socialization
among the educated youth of Pakistan. The period under focus was the post era of general elections
2013 of Pakistan when political advertisement used significantly. For the theoretical articulation
the Elaboration Likelihood Model(ELM) of Persuasion and AIDA Model have been used. A
sample survey of 200 youngsters, selected from three different universities located in Lahore,
Punjab Pakistan. Political socialization was measured on three indicators: political awareness,
political interest and political participation. These indicators measured on the different variables:
demographic characteristics, exposure to political advertising and television watching habits.
Males with higher educational level were more politically socialized than their female
counterparts. Participants’ political interest, political trust, and political participation were
significantly different by their socio-economic status. There was positive relationship between
political socialization and age of the participant.
Keywords: Political Socialization, Political Advertising

5
TABLE OF CONTENTS
Acknowledgment
Abstract
Table of Contents
CHAPTER ONE
Introduction…………………………………………………………………page 4
Background of the Study……………………………………………………...page 7
Rational of the Study………………………………………………………....page 18
Definitions of Key Terms………………………………………………,…….page 20
Objectives of the Study………………………………………………………page 24
The Scope of the Study……………………………………………………….page 25
Statement of the Problem……………………………………………………..page 26
CHAPTER TWO
Literature Review…………………………………………………………...page 27
CHAPTER THREE
Theoretical Frame Work……………………………………………………page 42
Elaboration Likelihood Model (ELM) of Persuasion………………………….page 43

6
AIDA Model…………………………………………………………………page 44
CHAPTER FOURE
ResearchMethodology………………………………………………………page 46
Research Questions……………………………………………………………page 46
Hypothesis of the Study……………………………………………………….page 46
Population of the Study ……………………………………………………….page 47
Sampling Frame……………………………………………………………….page 47
Instrument of the Research……………………………………………………page 48
Research Design ……………………………………………………………...page 48
Variables………………………………………………………………………page 48
CHAPTER FIVE
Data Analysis……………………………………………………………………page 49
Findings…………………………………………………………………………..page 56
Discussion………………………………………………………………………..page 58
CHAPTER SIX
Conclusion………………………………………………………………………..page 59
Recommendations………………………………………………………………..page 60

7
CHAPTER SEVEN
Bibliography…………………………………………………………………….page 61
References …………………………………………………………….………..page 601

8
CHAPTER 1
INTRODUCTION
The election is most important tool to run any democratic country. The meanings of
democracy are to choose the leaders by the general public through elections. Elections play most
effective role in democratic country. The right to vote make the people power to choose and
select the head of the state in the frame of democracy. Elections and democracy are interlinking
with each other and help each other to work together. The basic role of election is to legitimize
people’s authority. Elections give mandates to officials to do their best. The other name of the
election is public accountability and this accountability provide platforms for candidates and
public to point out and discuss important issues and problems in the state and come to solutions.
This public authority through elections only show in the democratic countries .This public power
to choose or to reject and power of vote prove the link between elections and democracy.
(Arceneaux, K. (2002)
Elections are keys to run democracy in any democratic country like Pakistan. Pakistan is
a democratic country where people of the Pakistan choose their leaders and hade of state through
elections. All political parties of Pakistan like PPP, PTI, PML (N) and many others spend huge
amount of money on political advertising to convince the people to vote for their party. The
people of Pakistan have power to elect their leaders through elections and this is called
democracy. From day one to till now free and fair elections are still a debate. Political parties
blame on each other for cheating in elections. Everyone has right to speak and talk, this
democracy give freedom to talk people about state, heads of state and political issues. If we
compare the democratic era of Pakistan with marsh law era we will definitely find the democracy
a better way to run a country.(Powell, G. B.2000)

9
If we take a look back to Pakistan’s political background, we observe that different types
of political systems have faced by Pakistan. Parliamentary, presidential, Federation and Military
Governments also. Unfortunately, Pakistan has poor facts of democracy. Every government
formed the local government on their own requirements, needs and interests. After every election
all politicians and political parties blamed on each other for cheating in election and still general
elections in 2013 are still debate for free fair elections. Young and educated people of any
country are always most important for the country. That’s why eligibility of electing and vote
starts from at the age of 18 years and political parties and their leaders always try to focus on the
benefits and believes of their young people in their political campaigns and advertising to get
votes and victory. (Berkeley Journal of Social Science, Vol.2, Issue 10-11, Oct-Nov 2012)
Political participation of youth is necessary for democratic development (Dawn News,
Feb2015). Universally, the normal time of qualification for race to national parliament begins at
25 years of age. As per an UNDP 2012 Global Parliamentary Report, around 1.65 percent of
parliamentarians all-inclusive are in their 20s, while 11.87 percent are in their 30s. Be that as it
may, the worldwide normal time of parliamentarians is 53 years of age.
In Pakistan, youth speak to 60 percent of the aggregate populace, yet their voice is to a
great extent unrepresented in the political framework. The adolescent populace is not just a
dynamic wellspring of advancement and inventiveness, yet has added to and even catalyzed vital
changes in political frameworks, power-sharing elements, and financial open doors since
Pakistan was made. One driving power for these progressions is the Young Parliament of
Pakistan which was made in 2007 to draw in youth in exchange on vital issues influencing
Pakistan. Inside nearby government, youth are additionally playing a dynamic part in
accomplishing execution of work. In the as of late held neighborhood government surveys of

10
Khyber Pakhtunkhwa Area of Pakistan, 3,339 seats were committed for the adolescent.. (CIPE
Advancement Blog, June 2015)
Pakistan is a popularity based state where each subject has a privilege to training, to a
sensible way of life, and to pick and impact the political administration. As for that
announcement, youth are qualified for equivalent rights of political investment pretty much as
some other age bunch. A national command permits youth matured 18 years or more to vote
amid races. (CIPE Advancement Blog, June 2015)
In democratic country, where everyone have right to speak and comment mainstream
media is also an important part of democracy. Media make the minds, builds opinions and
change the thoughts. Media of Pakistan is also working on these lines. That’s the reason our
political parties use the media as their tool to promote their political manifestos. In election days
politicians use media houses for their political campaigns. Political advertisings and speeches to
make the minds of public to cast a vote for them. Political advertising effects on voter’s mind
and give motivation for vote and for particular political party. Political parties pay high amounts
to promote their political aims towards public.
Scholars argue that political campaigns and advertisings play vital role to increase voter
turnout and political knowledge. These political campaigns effect on voter’s mind and work to
take any decision to cast a vote or not if yes than to whom (C. Joy Wilkes, March 25, 2011)
In this study we will find out the effects of political advertising on whole political progress in the
shape of voter’s turnout or opinion making of public. Political socialization in the results of
political advertising through mainstream media is important part of this study.

11
BACKGROUND OF THE STUDY
History is replete with the fact that politics have developed and stimulated in the young
educated class. Many writers have asserted that a new kind of political generation is emerging,
with young people rejecting conventional politics (e.g. Dubois, 1980; Mort, 1990; Wilkinson and
Mulgan, 1995). Especially in under developed countries and developing countries youth are more
inclined towards politics and this attitude resembles to that of the intellectuals that had stood
against the communism in Russia and China. The researchers have revealed that there is an
inherent attitude that young students go against status quo. This critical attitude is the basic instinct
of youth that channelizes its potentials and energies. In the whole world youth is symbolized as
the change agent in the national political scenario. That is why the young people are given more
attention and are persuaded to take healthy part in politics.
Pakistan’s history is replete with the effective role of students in politics. This role is
monitored with the political programs, the political participation of the leaders and the inclinations
of society towards different political parties. The whole political scenario revolves around the
active participation of the students in politics and their attachments to different leaders according
to their ideologies. Since the inception of Pakistan the students have been holding ideological
values and they have been committed with the political programs and movements of their own
choice. This was a sheer realty that the different ideologies have changed the political vista of the
history of Pakistan. For instance the student’s politics like MSF and PSF and Jamiat had great role
in changing the government of the past and they had changed the panorama of politics of Pakistan.
The Muslims students’ federation MSF was actively engaged in the Muslim League which was
the party that had led towards the creation of Pakistan.

12
After a few years of independence Muslim League was shadowed by its own created MSF.
Along the way the rise of the DSF across university campuses scared the state and the state felt the
need to create its own student party with the title “the National Students' Federation (NSF)” to
counter DSF. But this idea of the state failed so in 1954 the ruling Muslim League banned DSF
and its mother party, the Communist Party of Pakistan. Unfortunately this ploy also botched, as
the banned DSF took over the members of the NSF and they become the vanguard for leftist
student politics. Meanwhile, the right wing Jamiat underwent a transition in the 1950s. In 1954,
the Jamaat-e- Islami was implicated in instigating the anti-Ahmadi riots, thus confronting the state.
Consequently, its student wing started considering itself as 'soldiers' brigade', who ought to fight
against the secular and leftist forces in order to protect Islam and its teachings. They instead of
becoming political leaders became prone towards artillery in order to fight with the Government.
This was a turn in student politics which was further radicalized in 1958, after Ayub took over the
power. The history of those twenty years had revealed that student politics was overridden with
the struggle between the left-leaning National Student Federation and the right wing Islamist
Islami Jamiat-e-Tuleba. However during this time student unions as a whole irrespective of their
ideological leanings had become an influential voice of appraisal and opposition against the state.
Ayub's era was riffed with a number of worth mentioning altercations, such as, various
agitations against the West Pakistan University Ordinance of 1962, and a combined left-right
outrage at the Tashkent declaration in 1965. An alliance of trade and labor unions, in juxtaposition
with the growing powerful student unions, led a movement that compelled Ayub to bow out.
The 1970 general elections saw a new wave of leftist and rightist student wings. Following
partition in 1971 and the inception of first civilian elected government, Pakistan saw the status of
student politics rising and growing. After all, the new head of government Zulfikar Ali Bhutto had

13
been very famous among the students. He had actually employed the power of students to launch
the movement that made his entrance possible in politics. But later on, Bhutto began to distance
himself from his supporters the students irrespective of the fact that they were the reason of his
rule. The leftist student unions were aghast at Bhutto's political man oeuvres. Bhutto lost his
respect and the students appeared to be searching for a new movement and a true leader. Similarly
the right wing student party too had to face difficulties and was misused by the Jamaat. The Jamaat
turned to become Jamaat-e-Islami with Jamiat as its military wing.
In 1977, an anti-Bhutto political movement was launched by the right wing political
leaders. This anti Bhutto Party had their connections with students and used student unions for
bringing change. Contrary to this during the regime of Zia ul Haq the leftist student’s organizations
were controlled and monitored by the state departments. They were treated vey harshly by the
government and more than 80 student’s leaders were assassinated in between 1982 to 1988. That’s
why the Student movements had the violent clashes with the government institution in the past.
The PSF, MSF and Jamiyat had history of political conflicts and clashes with the government
institutions. It has been observed that some student’s leaders were directly involved in the ethnic
and lingual affairs of the country. In students’ elections of 1983, Jamiyat and NSF gained majority
seats. Seeing such a wearisome and threatening vibes the student organizations were banned and
the major colleges and university campuses were not allowed to give the permission to the students
to take part in politics.
After Zia ul Haq, new Premier Benazir Bhutto uplifted the bans and given the political
supports to the student organization. PSF was the chief party of Benazir Bhutto in Punjab and
Sindh. In Sindh the party faced downright conflict with MQM and ample clashes had been
observed during this period. The conflicts resulted in the dismissal of Benazir Bhutto Government.

14
Subsequent to Benazir Bhutto in 1990, the Nawaz Sharif came into the power and he supported
the students union, the MSF against Jamiyat in University of the Punjab. The conflicts were given
air and finally the clashes resulted in the violent deaths of the young students. This chapter of
dismay and slay was closed as the Nawaz Sharif government was removed from the power.
Seeing the brutality and gravity of the matter, Supreme Court issued a statement that the
students’ parents would have to provide the undertaking that their children would not take part into
the politics and in case of misconduct they would not be entitled as students. Finally the admission
process was revised and this undertaking was made mandatory for the students. In addition to this
the institutions were given rights to expel the students from the institution if they would get
involved in student politics.
This ruling however was not enough to stop violence in campuses but it did to some extent.
Sagas of torture cells, teacher terrorization and violent protests kept on originating from Pakistani
universities. Moreover the ruling government also failed to break students’ party affiliation. Thus
student took active part in country’s politics, becoming the reason of rise and fall of its subsequent
governments. However, after the 1990s students’ campus politics came to a halt.
After a lapse of many years in 2007, removal of Chief Justice Iftikhar Muhammad
Chaudhry from the office of the Supreme Court by Pervez Musharraf activated the students to
protest at several campuses. Yet strangely enough, these universities – such as LUMS, BNU and
FAST – were filled with students that had leanings towards Musharraf's politics, i.e. rich and
modern Pakistanis getting education in privileged westernized universities. In comparison to it no
public-sector universities were directly involved in the anti-Musharraf uprising. Yet this did not
give rise to student campus politics of the past. These uprisings were given coverage in both

15
national and international media thus, representing a new era of student participation in the issues
-based on political matters of the country.
The actual impact of this issue-based activism was more prominent in the right, rather than
the left. The rise of Islamist, private-sector proselytizing groups such as the Hizbul-Tahrir and
other Islamist groups across university campuses gave rise to new cultural wars, such as riots over
blasphemy but these groups were not the part of the mainstream politics and had little or no say in
national affairs. In contrast to the traditional political affairs, the political parties remained
involved in endorsing their students’ wings for the political benefits. In 2008, again the PPP
government in its tenure unbanned the student unions, contrary to the fact that, during the ban over
the student unions no middle class politician had emerged.
With 63 percent of the country's population under the age of 25, Pakistan is experiencing
a profound demographic change with wide-ranging socio-political effects. The consequences of
having a majority of young people in a country can be both transformative and disastrous. It could
be noticed that the role of students in the past was a bit destructive as they were used by the political
powers for their own vested interests. The young people were having inclinations towards strong
parties and they just wanted to be in power and in the mainstream politics. They were not having
many choices and awareness. The big division that existed in the past was of left and right. The
modern students supported the leftist views and the conservative students were with the rightist
ideologies. They were very much entangled in the wider concepts of right and wrong. They
believed in the politics of violence and hostility. The students were fundamentally divided on the
basis of religious differences. Their enthusiasm was aroused by religious leaders who stood against
the government for being non-Islamic or antagonistic to religious values. Their brains were washed
and they were strictly taught to follow their leaders irrespective of differences. The mottos of the

16
parties were not well defined yet the students were not aware about their loopholes. They were led
emotionally rather than intellectually. Their energies were used physically for achieving success.
The advent of new media and promulgation of Freedom Ordinance 2002 by Musharraf
proved to be a table turner. The young people especially the students became more aware and
active than ever before. Initial studies on the role of media with regard to the active behavior of
students in democracy and voting behavior of the voters conducted in 1940s and 1950s revealed
that mass mediated political communication effects were limited in nature. The controlled media
in Pakistan was not able to politicize people as per the time requirement. But in 2002, Pervez
Musharraf promulgated PEMRA Ordinance allowed private channels to broadcast social and
political issues existing in society without any fear. As a consequence political talk shows and
discussion programs played a very effective role in creating political awareness in masses. Hence
media in the form of television and the internet become central to politics due to their immediate
and instant dissemination of political events, issues and developments around the clock. And
nowadays the public, the media and the politicians have dependencies on each other.
After the 1970s, an increasing number of researchers became interested in political
communication, and the number of studies mushroomed. However, limited content analyses
studies do exist and the well-known reason behind this has been the state control over electronic
media. Several scholars from Pakistan have taken up research on elections, electoral politics and
involvement of youth in politics in Pakistan. In various researches it is proved that the youth have
direct connections with the television programs to collect the information regarding the state and
for their mental growth. The political information and the political debates are well-liked among
the youth and media information is always under the part of the discussion among the students.
Dennis McQueail as sociologist has said that the mass communication is the major source of

17
political socialization and it has effectual function to ascertain the behavior of the individuals’
especially young people. The media is implicated in the development process of the students and
it has been providing them with information to behave and to pass the opinions within the political
system. It is the mass media which has been directing and assembling orientations of people
towards the political culture. Hence the public opinion in the modern world has sprawled on a
greater extent designed by the media. But confusion lies in being commercial as today the media
has become and news are projected in specific moods. However still it is crystal clear that the
media has big role in shaping the opinion of the young community.
The media broadcast news and for the coverage of news the role of the news stations is
acknowledged worldwide. In the news the picture of the government is highlighted. The public
now has the awareness to judge which media is engaged in the promotion of a certain political
leader or a certain political program. It has been observed that the media is engaged in the
projection of the political leaders and the political programs. Krosnick & Malhotra (2007) have
conducted a research on the role of media in the outcrop of political process. It has been said in
the research that the “time” and “space” given to the programs on media is viewed in the content
of projection of the program to measure the highlighted role. The political media has political
messengers and the society as it finds much greater, better effect to actualize the role of political
socialization and political mobilization. Similarly McCombs & Shaw’s (1972) have focused on
the hypothesis that the particular issues coverage and the role of the public are the themes of
political programs launch by the media. The public issues are highlighted where the audience has
direct interaction. Thus, proving that media is a determined force to introduce the accurate
observation and no biased mentality. The issues which have effect over the values of societies are
given coverage in media. Moreover Keeter (1987) in his findings concluded that television

18
information is treated as a more credible source of information than other forms of media for
political role. The media researchers are involved to get the complete information about the
candidates and the political agenda of the political parties. During the election campaign the
debates over the political programs have been projected at micro level to provide the actual picture
to the audience.
Now it is widely accepted that society absorbs complete influence of the media and the
nature of the political culture of the given society is determined fully by the media. Politics and
media are interlinked with each other. Private channels have influence of the politics and have a
contribution for the establishment of a democratic society. It is argued that media is engaged to
introduce the political norms and values. Today media is providing information to educate the
common man. It is the media which has discussed the government and made the citizen more
responsible and more channelized. The political socialization is meant as the freedom of ideas and
expressions due to the independence of the media. The private media has been using all possible
resources to educate the society. Therefore advancement in terms of progress has been measured
in the relationship between various organization and the communication agencies. It is experiential
that the gap between the government and the individual is very well covered by the media. The
researcher has also brought to light the political awareness as the effect of exposure to news media
and news internet services. According to research the role of media is more clever and crafty which
is known as mediating role of media. The researcher has defined this very concept in terms of
agenda setting theory, framing and priming. This mediating role gives news media the power to
influence the minds of people in terms of selection and perception of political content. Lots of
studies have concluded that news media is vital information source for the young generation as
they are more prone to the media content. This political socialization through political information

19
by news media provides an opportunity to the youth to think and decide about the political matters.
They are more aware than their counterparts were in the past. Today Pakistan's population is
experiencing an intense demographic change with wide-ranging socio-political effects due to
freedom of media.
The students have developed an affiliation and engagement with the democracy through
media. It has been observed that the young people have participated in the political campaigns just
because of media. In 2013, general election the youth was comparatively actively engaged than
past elections. The political parties gave the assignments to their workers to mobilize the youth
community and the political agenda was highlighted revealing around the youth benefits. All these
things have proved that it is the media which has given space to youth in the political affairs of
state. As compared to the previous years the youth has become a political force. The values of the
political culture are developed through media within the young community. Now the youth has
strong political participation in the national politics. But this time their participation is not violent
and clash oriented as they are not manipulated by the leaders. It is media that has been guiding
young people and making them aware about the mottos of the leaders for better understanding of
politics. Imran Khan as the leader of Tehreek-e-Insaf (PTI) is a main political personality who
focused on youth to participate in the political process democratically. It is a big change in Pakistan
when elections have revolved around the youth in a positive sense. Most of the young voters are
registered in 2008 and 2013 as compared to the past. It is motivating to note that a large number
of young people casted their votes for the first time. The credit for this massive change goes to the
media because it has provided the opportunity to the young people to play an imperative and
productive role in the process of political elections. It was the media which provided the
information to the students regarding the party manifesto and the detail information of the

20
candidate. In fact mass media created a linkage between the youth and the political parties for
better understanding and consideration. Therefore it would be fair to say that media is textual
richness source that provides credible information to the young community. The television
programs have momentous role and agenda of political socialization. There are the political
programs which have established the values and the patterns of the societies.
A number of studies have explored the power of media messages to produce or change the
political opinions of young members of society. The studies explored that political media messages
had much greater effects than previously found (Blumler & McLeod, 1974; Ranny, 1983; McLeod
& Mcdonald, 1985; & Simon, 2000). Different perspectives and models of persuasion, such as
Petty & Cacippo (1986) and Fishbein and Ajzen (1975) have been used by many researchers to
study the effects of political communication through the use of agenda setting research, priming
research, knowledge gain and framing.
The researcher has also observed that the political socialization which has become possible
by the media has covered the communication gap between the individual and state government
organization. It was the gap which hampered the relationship of the individual with state affairs.
This gap has been covered by media by creating the political awareness, democratic structure and
empowerment of the individual in the context of political system. Hence this is the media which
has on process activities to educate society on education, health, job opportunities and political
participation.
In Pakistan freedom of expression and freedom of thoughts has improved because of the
open discussions on media programs. Today the media is intrepid and audacious having advance
technology to access information. The mushroom growth of private channels has replaced the news
of state media. These private channels remain busy in pointing out the problems and issues of the

21
common man in an effective manner. As compared to the print media, the electronic media have
close access to the public community and have been playing an outstanding role in political
socialization of the society.
New media which is internet media, has crafty news and has become the influential
segment of the society. The news agencies get information from the internet sources and they playa
mediating role to influence the community in the long way. The young generation is stimulated by
the internet media and the social media, irrespective of the fact that the internet media has no
proper content and no proper reliability. For instance in 2013 election in Pakistan, the media has
reported that the youth has played a prominent role in the election process and it has been the clear
picture for the Muslim world. The young people use social media i.e. the internet to keep
themselves abreast about their leader’s activities.
In a nut shell, Pakistani media has been playing a stupendous role in the political
socialization of youth. The youth are not puppets now in the hands of the leaders. Contrary to this
they are a big force that can bring change. They are no more those on whose eyes one can pull
wool. They are able to understand the right and wrong in their political leaders just because of
great role of media. Their political participation is no more a blind following of charismatic
personality rather they are more conscious about the manifestos and mottos of political parties. All
this have become doable just because of media. The huge turnover of the young people in the
recent elections of Pakistan is the manifestation that youth are politically socialized by the potent
opinion-building media.
RATIONAL OF THE STUDY
There is no exaggeration in saying; role of political advertising in political socialization is
very strong. Through these political paid advertising, political parties won the hearts of voters,

22
these political advertisings based on emotions of general public, positive picture of the political
party and sometimes to show negative aspects of other political parties. These political
advertising are highly paid to media for on airing or to publish for the public.
In this study researcher analyzed the effectiveness of these highly paid political
advertising. And examined the results of political adverting in 2013 general elections of Pakistan
in the shape of voter’s turnout. These Political advertising create the voting turnout and make
workable for most extreme individuals to partake in races through their votes. Politicians spent
enormous funds for that propose even nation like the USA. In USA gatherings and applicants
burned through a huge number of dollars on their political advertisings and that some got
twofold in run coming next decisions.
The Political advertising leave very strong effects on voter’s mind which is the reason to
spent money on political advertising and give importance, in Pakistan political advertising is as
important as in USA or all many other countries like India and Bangladesh etc. The preparations
of general elections 2013 in Pakistan were on the peak with highly paid political advertisements
on television and in print media. These political advertisements urged the public to come out for
cast their votes and especially young people were target audience of main political parties of
Pakistan. Young people of any country are true strength of the political system. PTI, PML (N),
PPP and all other prominent and powerful political parties spent huge amounts of money on their
political campaigns. Their political contents on aired repeatedly till the day of election.
Pakistan has vibrant media which plays its effective role to debate on all important issues
of national and international level. Media also effectively work for the making and molding the
perceptions. Elections are also important matter for Pakistan and its public, whole media of
Pakistan played its role in general elections of 2013 with excellence. According to an estimate

23
maximum 200 private media organizations are working in Pakistan. And these media houses
played well for political campaigns. Residential media was dynamic in its race scope. Every one
of the 24-hour news channels devoted critical broadcast appointment to decision issues. Race-
related projects gave editorial and investigation on hopefuls, parties, statements and decision
arrangements. Broad and astounding decision supplements and publications were a general
element in the day by day daily papers. This scope, notwithstanding broad, paid to promote by
political gatherings on state and private TV stations, and in daily papers, brought about a decision
overwhelmed media environment in the battle time frame.
There were a few reports that real media bunches, supported by editors and drove by
mainstream TV stays, gave excessively broad scope to certain political gatherings and competitors.
In general be that as it may, autonomous resident and universal onlookers regarded media scope
of gatherings and contender to be sensibly adjusted. Most major political gatherings and
competitors contending in the race had dynamic Face book pages and Twitter accounts. One reason
why online networking was so prevalent in this race was the yearning of gatherings to pull in youth
voters (18-35 years), who framed no less than half of enlisted vote.
DEFINITION OF THE KEY TERMS
To work on the topic of the study first need to know actual meanings of the key terms use in
the topics of the study.
i. Political Advertising
Political advertising also known as political campaigns or elections campaign by
political leaders or political parties to reach the influence of general public. In these
political advertisings mostly politicians present manifesto of their party in different ways,

24
some time to present own party in positive way and sometimes to present other parties in
negative way. Political parties pay high amounts to media houses in electronic and print
to spread their political messages. These political ads are pre elections to convince the
public for own interests of every political party. In the society of Pakistan there are many
kinds of political advertising media is one of them.
ii. Political Socialization:
Political socialization is a process to build political ideas and to acquire political values
and it is a lifelong process. Different segments of life play their roles in this process. The
family is first one and most important. In family elders of the family discus political issues
and children start tacking ideas and about political thoughts of their family. Second one is the
education system second most important character of a human’s life which play very
important role to shape thoughts about life including politics. Third one is what our peers
think; thoughts of our peers influence us. Fourth one is media in any form print electronic.
Media is in last but most powerful to make and shape the opinions of the people about
everything including politic. Pakistan media have specific political media houses and 24/7
service of them in the shape of different segments.
iii. Media and political Socialization
Political culture works with collective and political socialization focuses on the nurturing
of an individual’s interactions. The principal purpose of media is to make public well-informed
about strong communal and dogmatic structure. The mass media delivers information and
packages to endorse democracy. Democracy provides the equal opportunity to all members of the
society to contribute in the process and political system of the given society. Media can utilize the
guarantee for smooth working of a democratic scheme. The basic objective of democracy is to toil

25
for a democratic system and a demonstrating attitude of the public. In order to decide which party
is appropriate to affiliate with as well as which candidates is capable to vote for it is helpful to
gratify the public's need to decide what they believe about the politics. In this way political
communication via media politically socializes the public while coming true to the definition of
political socialization as “the process by which people acquire political beliefs and values.”
(Bardes, Shelly, and Schmidt, 2014.
At the beginning of the 20th century, before the widespread use of the radio and television,
the media was limited to newspapers. Later, there were a very few radio and television stations,
and even a fewer people who could afford to own them. Information was very limited. So the
public was pretty much spoon fed by opinion leaders as well as state-owned media that followed
what the government wanted the public to know.
With the technological progressed, information became more readily available. The
number of radio and television stations increased. Though the radio came into use as an effective
source of information in the 1920’s, after that it became more popular during political campaigns
with older Americans. The Youth were more interested in music than politics but they still discuss
current events and political issues with their families and peer.
Youth is user friendly for new technology so due to the advent of the internet the youth are
exposed to have more information earlier in life. And they have freehand to develop their own
opinions and to make their own decisions. Several research studies reveal that a great number of
youth rebel against their parents’ beliefs as a way to establish their independence. McDevitt and
Chaffee (2002) believe that “Adolescent children are not merely receptive to political stimulation;
they possess the power to transform patterns of family communication in ways that benefit
themselves and their parents.”

26
According to Spark Notes editors (2010), “Political socialization occurs in many ways.
Although the bulk of political socialization occurs during childhood as well as adults continue to
be socialized”.
As primary and secondary, Political socialization can be defined by adopting two angles.
“Primary socialization takes place through relationships with others. These are usually informal
relationships like peer groups, family members, social groups, etc. The secondary level of political
socialization is more formal in nature and is found mostly in the broader social network. These
range from schools, churches, media, political parties, social groups, etc. The way in which a
person reacts to and interacts with their political system is heavily influences by what they hear
and observe from others within their society. Media is one of the representatives that politically
socialize the common people. Radio and TV are playing important role in an electorally socialized
life. Media is a foundation of information which not only touches daily activities of social life but
also delivers information about other proceedings like expansions that is compelling place at
national and international points”.
The influence of media is growing with the feast of 24-hour news networks, radio, the
Internet, and the apparent presence of special audio and video maneuvers, so the impact of the
media on political socialization is not restricted to the youth. Media plays an essential role in
generating political consciousness among the people and safeguards their contribution in the
democratic procedure. It also plays an important role in transporting newness in the culture. Mass
Media is measured as strong manager of socialization. The process of introduction into a political
culture, with the end product being a set of political attitudes, is called political socialization; Sigel
(1965) defines political socialization as a learning procedure by which the political standards and

27
performances that are adequate to an ongoing political scheme are conveyed from one generation
to another.
Entertainment and influential content in the mass media contains some politically related
messages. News items also provide the bulk of political information. The television presents visual
images, whereas the other media are principally limited to verbal means. The print media allows
extensive receiver’s control of information selection and processing, which requires some degree
of motivation, focus and attention. The print news media mostly features greater complication
with respect to technical readability and practical difficulty while on the other hand, the other
medium of mass communication have such formal constraints.
OBJECTIVES OF THE STUDY
The research begins with the identification of the cause. The said research has bridged
the relationship between the Media and the Political Socialization to aware the Youth
Community specially, treated as the asset of the society through highly paid political
advertising. The researcher principally aims to attempt the close and systematic analysis
of the role of Political advertising in promoting political socialization among the educated
youth. In this macro level study, I intend to study the problems in relation to the
University students of the Lahore, Punjab province universities. The research objectives
are here
i. To find out the effectiveness of political advertising in political socialization of the
youth.
ii. To find out level of awareness created by political advertising among youth.

28
Political awareness among the youth of Pakistan is an important objective to enhance
and build the politics of the country on true basics. Youth is important part of politics of
any country.
iii. To find out level of political interest created by political advertising among youth.
Many factors work to create interest for the youth in politics. Political advertising is
highly paid one of them. In this research researcher examined the effectiveness of the
political advertising.
iv. To find out the level of political participation (turn-out) created by political
advertising among youth.
v. To find out are the political adverting have much strength to increase voting
turnout among youth. To educate and to guide them politically.
vi. To highlight the important role of youth in politics of Pakistan.
vii. Youth is most important and key of success in politics.
THE SCOPE OF THE STUDY
Political socialization is a process of generating a political culture, basic requirements for
the formation of the behavior and the values of the individuals within a society. David Michael
Orenstein defines it as “Political socialization is the life long process through which attitudes and
behavior of the individuals are shaped”. In the modern world, the changes have taken place. The
Revolution of Information Technology has drastically changed the old concepts of political
socialization, now the technology in the shape of mediated communication has introduced new
dimensions to build up the behavior of the individual. Youth participation in civil society and
political life is recognized as an important developmental objective. Since the majority of Pakistani

29
population is relatively young. Thus, the involvement of youth in country’s development is an
essential phenomenon as they are the political actors of change and progress.
In 2002, the media reforms which liberalized the channels to rephrase the old history of
Pakistani politics were introduced. Public opinion is made possible through media that crafts the
ways to cover the news. “People’s increasing ability to customize their political information will
have a polarizing impact on democracy as media users become less likely to encounter information
that challenges their partisan viewpoints” (Prior, 2005).
Indeed, university students in the region are heavy consumers of the radio television and
the internet as they are well informed and that they have access to more professional and
entertaining programming than ever before. Through the infotainment programs and the political
debates and talk shows, in Pakistan, electronic media has covered almost all aspects of society and
it has the trends of the liberalization within society and is moving to introduce the political change
within society. Now the media has become the mediator between the common man and the
governments.
STATEMENT OF THE PROBLEM
In this study, researcher found the effectiveness of the political advertisings and political
socialization through these political advertising among the youth of the Pakistan. In this study
researcher examined the role of media and specially television through political advertising to
educate the people through political advertising.
Young and university students gave their opinions through survey during data collection
that how much political adverting helpful or not helpful to enhance the political knowledge and to
create political interest among the youth of the Pakistan. Researcher also tried to find out that is

30
really or not political advertising played role to increase voter’s turnout in 2013 General elections
of Pakistan.
CHAPTER 2
LITERATURE REVIEW
Mediated communication, over a period of a time, has surpassed diverse modifications and
has progressively obtained importance in the present times. Political communication through
electronic media has significant impact on political socialization of public. Social scientists have
suspected overpowering transformation of media in modern-day society. These changes
introduced a sort of innovative political communication that is singular in nature and effective
since its prior political communication investigative studies.
Political communication through radio television and the internet has significant impact on
political learning of public especially among the youth. In the framework of Pakistan, research
study on the psychological and social impact of mass media on civil socialization has been ignored.
In this research study the researcher has focused on the post‐liberalization era in Pakistan and has
studied the effects of the radio, TV and internet on political socialization of educated youth in

31
general and, political change in particular. Basically the research study is an attempt to analyze the
interrelationships between exposure to mediated communication and political socialization of
educated youth, measured by political participation, political orientation, political interest, political
awareness and trust in politics in the context of Pakistan
Political socialization is thought to be the preliminary source of our political orientations,
as well as our sense of political efficacy (Easton and Dennis 1969). Political socialization—“Who
learns what, from whom, with what results” is the process that creates the basic attitudes and values
through which we initially interpret our political world (Sears and Valentino 1997). This
process may be different for the females than it is for the males having important consequences
for women’s interest in politics and their internal efficacy, and ultimately their political
participation (Conway 1997). Political socialization of the individuals can be evaluated through
the political structure's performance (Sears and Valentino 1997). The learning and development of
political cognition, political attitudes and political behavior is highly influenced by the
demographic and psychographic factors of the individuals. (e.g.). Socioeconomic conditions and
personal traits of person. Therefore the socioeconomic condition. Brady (1995) provides
persuasive indication that the demographic factors such as the socio economic status of the parents
for example parents income level and education have provided the significant amount of
confidence which initially generates the political interest, orientation and political efficacy among
the children in America.
There is a significant importance given to the political socialization in mass media because
it is the media through which children at first learn the basic facts and the aspects of civic and
political life to become the socialized member of the given society. That’s why the scholars
understand that democracy isn’t just a natural state of being; instead, it consists of habits and

32
abilities that can be given up or acquired (Barber, 1984). These abilities and skills are acquired
through the primary socializing vehicles such as school, family, and the media (Kelly & Donohue,
1999).
Literature on political socialization flourished in the 1950s and 1960s. Since then, a number
of research studies have explored that the conceptualization of this process was barely focused
(McLeod, 2000). There are a lot of studies focusing on political culture within the field of mass
communication though children become skilled at dealing with several aspect of life following the
intention of becoming active unit of the social order. The focal point of this particular purpose is
that the scholars recognize that democratic system is not precisely a usual status of organism; as
an alternative, it dwells on individual’s behavior along with aptitude with the aim of involving
proficiency that must be obtained (Barber, 1984; Parker, 1996). These expertise are gained all the
way through major socializing representative of educational institute’s relatives, and the mass
media (Donohue & Kelly, 1999).
Research regarding political socialization bloomed during the time of 1950-60. After that,
however, several intellectuals maintained that the concept of this procedure was barely
considerable or else partial (McLeod, 2000; Yates &Youniss, 1999). Prior explanation stressed a
foreign standards presented within the existing political structure (Sigel, 1965).However recent
studies have established that socialization with others is not just a top-down communication pattern
(McLeod, p. 46); to a certain extent when the young person acts as a dynamic member
intermingling with others (McDevitt, 2006; McDevitt& Chaffee, 2002).
The foremost intellectuals focus on political socialization as the progress of nationality or
civil responsibility among juvenile (McLeod, 2000). As the more conventional Hoffman and
Thomson form of political socialization has changed into the modern-day perception that a young

33
person is a dynamic contributor in Socialization, intellectuals have started to assume nationality as
obligation to events that facilitate not only others but also the general good (Flanagan, Sherrod,
&Youniss, 2002).
Mass media is considered a vital Socialization mediator within this procedure. So as to, it
can bring about pluralistic connection; just as definite domestic correlation designs can (Chaffee
& Yang, 1990). But, the function of mass media employed in nationality growth amid young
people has not been entirely discovered, predominantly as it link up civil or political contribution
(McLeod, 2000). Truthfully speaking Chaffee and Kanihan (1997) have prompt the readers to
think that electronic and print media alter quickly, and that their function in political socialization
must be constantly re-evaluated.
Feiman-Nemser (1983) summarizes;
Human beings have survived because of their deeply ingrained
habits of correcting one another, telling each other what they
know, pointing out the moral, and supplying the answer. These
tendencies have been acquired over the centuries and are lived
out in families and classrooms. Thus, children not only learn what
they are told by parents and teachers, they also learn to be
teachers.
Political socialization is the sociological based study dealing with the pattern of the
individual’s behavior in general and his role in the political setup in particular so that the political
scientist would be in the position to deal the inter-generational and intra-generational process of
the society. According to Almond, the political socialization is the way of dealing with the

34
political development process and the political integration process of the state and the society.
Political culture is the outcome of the political socialization. Through the political socialization,
the political values are framed and the political culture is moved from one generation to next
generation.
Levels of the political socialization are identified in the following manners;
i. At the lowest level, the class images within society are identified.
ii. At the intermediate level, the emotional attitudes among the people are developed.
iii. At the higher level, the political and the cultural aspects are identified.
The characteristics of the political socialization are as following:
i. Direct and indirect Socialization, referred to asthe unequivocal communication.
ii. Continuous Socialization, referred to as the ongoing process of the learning of the
individuals within society.
iii. Unifying Socialization meant as the eventual incidents, patronized the political structure
of the society.
In short, political socialization is the political learning like training of the individual
behavior, social attitudes, developmental process of the society, and the transformation process
of the political systems to set and redirect the pattern of individual’s thinking.
The Functionalist Approach defined political socialization as "to relate what they observe
to what theyregard as important elements in a wider social context”. In addition, it has pointed out
the features which caused evolving the political consensus based environment, political
integration, social and cultural values and did efforts to introduce the social rehabilitation process
within society. In fact, political sociology elaborates the subjected society in the context of the
anthropological features. Scholars Morgan & Burrell have given new meaning to political

35
socialization along with the notion of school education and its environment. The scholars have
argued that the role of the school is determined to focus on acknowledging the social realities
within the society. It is the concept which has the elaboration of the society in the context of the
relationship between the individual and the social system. It is further added to the theoretical
debate that political socialization is the process dealing with the cultural and social aspects of the
society. It is the political socialization which is interested to conceptual understanding of the
democratic features of the developed formation of the society. It is the proper mechanism to deal
the political and the social values including the cultural aspects in the formation of the behavior of
the individual. It is widely acknowledged that political socialization generates the political culture
in the context of establishing the structure of the system. It is generally observed that in the open
political system the level of the political socialization is higher as compared to the closed society.
In the closed society, the individuals are not permitted to participate within the political system
whereas in the open political system the society has complete political participation within the
political system. The Open and the Closed Political Systems are known as respectively Democratic
and the Authoritarian Systems. In the Open Political System, the institutions are freely allowed to
debate the issues whereas in the Closed Political System, the individuals are not given access to
the information and to the decision making structure because the individuals reserve participatory
level in such system. It is the political socialization that is associated with the existing political
systemsin ongoing continuation of the process. Adaption within the political system is the requisite
of the political culture that is directly linked with the political system.
In the colonial system, the political system was absolutely controlled by the foreign
domination, and hence it resulted in introducing a specific class structure and the colonial political
culture in the sub-continent. In the authoritarian regimes, the political culture was not intentionally

36
developed because the leaders in such system do not like debates and the open orientation of the
issues. It has been observed that within the Open Political System, the debates are streamlined and
the issues are given access to be the part of the discussion. In Soviet Union, the system was
controlled by the Commune System through the domination of the One party Controlled System.
In China, the same political structure was adapted and the common man was not given access to
approach the political decision. In both the countries, the political socialization was not developed
because the institutions have not been allowed to engage with the issues related to common man.
 Political Socialization refers to be responsible Citizen to others.
 Political Socialization stands for the political engagement.
 Political Socialization refers to as nation building.
 Political Socialization means Civics citizens in the political life of the state.
 Political Socialization treated as effective role of the individual within the
institutions.
Political Socialization helps to organize the democratic structure within the state. In the
developed countries the institutions are strong because of the political socialization and the
political mobilization. In the actual manifestation, the institutions articulate the process of
channelizing the information by which the issues is approached. The political mobilization will
introduce the ideas which would reveal around the political system. Theoretically, political
socialization is identified in the light of the political system and the manifestation of society.
Gabriel Almond has defined the agents of political socialization are as following;
 The family and the School System
 Neighborhood and Open & Closed Community
 The Work Place and Peer Groups

37
 The Church, Religious Institution,
 The Formal Organizations and The Informal Organization
 Mass Media (Electronic & Print Media)
According to the statements of Jennings and Niemi: “We believe that children do acquire
a minimal set of basic commitments to the political system and a realization of political
membership, [BUT] these comprise extremely broad foundations for later growth and
permutations. Upon the generous confines of these foundations arise widely diverse value
structures. Consequently, parental dispositions are often a feeble guide as to what twelfth graders’
precise global perspectives will be within the larger parameters.”
The School System is the most influential aspect of the Political Socialization. It is
important to understand the relationship between the individual and the School System. It works
as the initial phase of the outdoor political socialization, and is introduced as the nursery for the
political culture orientation. It is argued that the political culture of the society is mapped through
the educational institutions. In the Colonial System, the School System is occupied by the ruling
class just to control the society. It is meant to opt the technique of dominating the structure of the
society on the educational front. School environment as an influential indicator, possesses the
potential to develop the behavior of the individual. In the developed political culture the school
system remains democratic and the ideas through debates are openly discussed just to flare up the
new things. It will be rightly said that the School System promotes social development and the
cultural development for the individuals to integrate into the society. According to the Greek
Political Philosophy, the Civics citizen is the requirement of the state. It is observed that the civics
citizenship stands for the awareness of the duties and the rights which the nature has given to the
individual. It is argued that the civics citizen is meant the informed citizen, which could be possible

38
only through education and the openness. According to Socrates and Plato, Virtue is linked with
the knowledge and it is referred as to the capacity of the individual to deal with the political system
in the consolidated manner. It is the Platonic Education System which stands for the platonic Sate.
T.H. Marshall has identified three groups of rights e.g. civil rights, political rights and
social rights. In accordance with the Marshall, civil rights, freedom of speech, freedom of own
thoughts and freedom to argue are given to the individual. 22nd Article of the Constitution 1973,
states regarding education: “No person attending any educational institution shall be required to
receive religious instruction, or take part in any religious ceremony, or attend religious worship, if
such instruction, ceremony or worship relates to a religion other than his own.” Political
socialization made possible the participation of the people in the context of the public affairs within
the political orientation of the society. Citizen Education has been defined as “Citizenship
education seeks to develop knowledge, skills and attitudes and values which enable students to
participate as active and informed citizens in our democratic society within an international
context”. Second thought on the same issue is defined as “Education for citizenship is concerned
with both the personal development of students and the political and social development of society
at the local, national and international levels. On a personal level, citizenship education is about
integrating the individual into the society. It is about overcoming structural barriers to equality;
challenging racism and sexism in the institutions. On a political and social level, it is about creating
a social order that will help provide security without any repression.” Muhammad Ali Jinnah,
while addressing in the Constituent Assembly, dated August 11, 1947 said: “We are starting with
the fundamental principle that we are all citizens and equal citizens of one state. Now I think we
should keep that in front of us as our ideal and you would find in due course of time Hindus would

39
cease to be Hindus and Muslims would cease to be Muslims, not in the religious sense, because
that is the personal faith of each individual, but in the political sense as citizens of the state.”
Family is known a main agent of the political socialization. The role of the family is to shape
the behavior and the attitude of the child. It extends its contribution when it shares its experiences with
the children in terms of the cross- section and intra-section societies. Jnnings and Niemai stated that as
compared to the school environment, the family structure is more connected with the growth of the
individual. The Parents-Children relationship is identified as the mature contract and is reported higher
agreement towards society. The nature of the relationship is engaged to create the childhood
socialization and it did exert efforts to breakdownthe structure ofthe status quo society. In the traditional
societies, the child has repressive attitudes as the authoritative structure is based on the hierarchal
structure. In such societal structure the female members have no institutional voice and their role is
minimized in the decision making process. Even then the learning process of the children is supposed
to be under the supervision of the elders. The traditional societies have strong hierarchal culture as
compared to the modern societies. The family role orientation is as following:
i- Shaping the behavior and the attitude of the children and the political attitude towards
society and the political systems.
ii- Family is the motivation force to enhance the capacity level of understanding the
developmental affairs of the society.
iii- Family is the sole source to establish the values of the children in the terms of the ethnic and
cultural aspects.
iv- Family is the sole source to shape the religious inclination of the children.
v- Family is the manifestation of the economic and political inspirations.

40
The American Scholar, Hyman also focused on the parents-children relationship. According
to his point of view, it is the family which opens the orientation of the children towards political,
social and religious ideologies. In fact, the political socialization is directly linked with the family and
its involvement in the political process.
Peer Group is also linked with the political socialization. In those societies where the family
relations are weakened, the role of the Peer Groups is more meaningful and more pragmatic. In the
traditional societies the peer groups have different orientations because these families have proper
hierarchal system and on the other hand in open and modern societies, the peer groups have close
inclination to develop the behavior of the individual. It is argued that the Peer Groups have maximum
role in the political socialization process because the ideas are changed and the maturity level is gained.
At the working place the peer groups association is treated more authentic because the influence of the
working place is extremely higher than the homeland picture. The essence of the peer groups in the
political socialization is as following:
i. Parents-children behavior is circled by the peer groups.
ii. Influence of the close friends shape the ideas towards society.
iii. The peer groups have social pressure over the individuals.
iv. Peer groups are inclined to share the ideas.
v. Peer Groups have the ability to mold the trends of the families.
i. Working Place has formal structure and direct develops socialization.
ii. Working place has more inclination towards political socialization because it has the
occupational experiences needed to be shared and the awareness towards the rights and
duties of the individuals.

41
iii. On the working place the political debates regarding the policies of the governments are
debated and it develops the political socialization.
iv. Working place enhances the level of the decision making within the individuals.
v. Development of the modern attitude is linked with the working place.
It is argued that the role of Media in the shape of Electronic and Print Media is influential
to restructure the societal norms and values. It has the direct political socialization aspects needed
to address the political issues and challenges. It is the media which gives information to the
individuals regarding the internal and external affairs of the state. On the media, the issues of the
society are discussed. In the developed societies, the mass Media is the candid of the quandaries
of the individuals and their cerebrations are represented. It is descried that the Mass Media has
been involved in shaping the policies of the states. The information is shared with the media
persons. In 1930s, Charles Merriam stated: “Millions of persons are reached daily through these
agencies, and are profoundly influenced by the material and interpretations presented in impressive
form, incessantly, and in moments when they are open to suggestion. “Charles Edward Merriam,
the Composition of Denizens (Chicago: University of Chicago Press, 1931), 160–61.). Now the
question arises about the capacity of the Mass Media. Capacity is linked with the independence of
the media and it depends on how much involvement the media has in mediated process of the
individuals in terms of the political socializations. In short, media is the reinforcing element to
settle the trends of the individuals regarding the issues like war and placidity. The economic affairs
of the state and the economy are discussed in detailed manner, so that the media is incrementing
its consequentiality to develop the individual behavior.
The knowledge of political norms and status quo is thoroughly conveyed to the public
through means of mass media since political awareness and its influence are not that much

42
commonly present amongst the locals. (Becker, McCombs,& McLeod, 1975). In this way, the
political world comes to people as a ‘‘second-hand authenticity,’’ availing to compose not only
individuals’ first political cognitions, but transmuting them over time (Becker et al., 1975). Perhaps
more importantly, even though political socialization commences in preschool years,
understanding of abstract political issues are not liable to occur until adolescent age, when
adolescent people are more cognitively developed (Austin & Pinkleton, 2001). The reason is that
youth are able to cerebrate more abstractly and less egocentrically, their potential for
understanding politics and news programming is greatly incremented over that of younger
children. Chaffee, Jackson-Beeck, Durall, and Wilson (1977) concluded that mass media constitute
the principal source of political information for adolescent people. Such research studies withal
found that Radio, Television and the Internet are the ascendant implements for learning political
information and political learning, that adolescent people attribute considerable influence on their
opinions to the media. Determinately, these authors have asserted that children do not
indispensably adopt the public affairs media utilization of their parents. Media have become a
more puissant agent of socialization as a result of a decline in the role of the family as a socializing
agent (Arnett, 1995). This is concretely true for youths who seek independence and look for
sources of socialization outside the family (Kelly & Donohue, 1999). Thus, understanding how
the youth use media becomes a paramount method for identifying the ways in which they are
socialized into a culture.
A typology of the most mundane media used by youths cannot cover all media uses, but it
provides some insight into the Convivial learning theory which coalesced behavioral and cognitive
theories of learning in order to consummately understand the wide range of learning experiences
that transpire in the authentic gregarious world. Albert Bandura (1986) states that mass-media

43
communication provides receivers an opportunity to apperceive with the ideal characters that
reveal deportment, engage emotions, and sanction pyretic preparation and reproducing an incipient
deportment in which youngsters engage to prepare for future roles (Arnett, 1995). The focus of the
present study is Radio, television and the Internet, because the programming on these mediums
has been identified as the predominant channels by which adolescent people first encounter
political information and public affairs news (Chaffee &Kanihan, 1997), The effects of political
verbalized radio on politics have been widely debated Political verbalized radio is a forum utilized
by politicians and political candidates to discuss policy issues and broader philosophical issues
pertaining to regime, often in a controlled environment without earnest challenges from the media
or opposing views (Carlson, 1993). Chasing audience ratings no less vigorously than television
(Prato, 1993), radio stations typically operate with much more minuscule, more proximately
targeted audiences and ergo are more substantively specialized than television, often fixating on a
commix of local and national issues (Schement, Belay, & Jeong, 1993). Zaller (1992) suggests that
general political involution associated with the more preponderant cognizance, political
sophistication, and critical acumen of the politically fascinated increases the likelihood of exposure
to a variety of messages in mass communication. But these characteristics may withal prepare
denizens to sample which content they will accept and which they will repudiate.
More active political verbalized radio listeners have been characterized by more
preponderant exposure to politics in communication media (Hofstetter, Smith, &Zari, 1997), by
personal, convivial, political credence’s associated with mainstream political participation, and by
a keen attention to politics in communication media. However, political views have also been
shaped by radio medium influences.

44
Political verbalized radio exposure is associated with political resources that typically
empower persons to render independent, apprised judgments about issues and may thereby reduce
susceptibility to persuasive appeals. The argument should not compulsorily be interpreted to
implicatively insinuate that political verbalized radio has no effect on political information,
images, or political mobilization. The medium probably engages many mechanisms, including
priming, agenda setting, incidental learning, political mobilization, the construction of
authenticity, and others that are associated with mass media (Weaver, 1996). Understanding the
effects of political verbalized radio is an intricate enterprise, requiring observation of the ways and
conditions under which individuals utilize the medium in conjunction with the interpersonal and
community contexts in which communication occurs (Graber, 1989).

45
CHAPTER 3
THEORATICAL FRAMEWORK
In the Modern World, the theories of the mass Communication are engaged in tackling
the issues of the Journalism and further to develop the research circle to understand the complex
picture of the News stories regarding the new challenges like political so regarding the new
challenges like media role in Political Socialization and the influencing role of the Media in the
making and changing the political opinion. Barran stated the theories of the Mass
Communication are engaged in explaining the role of the common man in the social system
within state. Through theories, the researchers become interested to develop the relationship of
the individuals with the vents in the analytical manners.
Mass Communication Theories are evolved within the society and the common man issue
is the theme of the said theories. According to Beryant, categorically there are five aspects of the
Mass Media as following: Behavioral, Attitudinal, Cognitive, Emotional, And Psychological. The
author argues that the different media messages have different level of the effects. Different

46
scholars argue that the Media Messages have different sort of the understanding and their impacts
over the masses to which they are applied.
Theoretical Framework is the research design to do the analysis of the presented theories
with an inventive approach. Sometimes, the researchers gain new information regarding the
existing theories, needed to be shared in the detailed manner so that the new theories can emerge
to supports or to develop the research for further learning. The researchers need strong Hypothesis
to draw the futuristic assumptions. Hypotheses are developed to choose a particular phase of the
presented theories. In addition, the research methods are applied to verify the formulated
hypothesis. The Data regarding the research topic is collected to explore the new trends within the
theories in the light of the previous research works.
Elaboration Likelihood Model (ELM) of Persuasion and the AIDA Model have been drawn
upon to address the hypothesis of the present research.
 Elaboration Likelihood Model (ELM) of Persuasion by Richard E. Petty and John in mid
1980s
 AIDA Model by Elias St. Elmo Lewis
ELABORATION OF LIKELIHOOD MODEL (ELM) OF PERSUASION
Elaboration likelihood Model (ELM) of Persuasion describes as dual process theory by
Richard E. Petty and John Cacioppo. This Model describes the different ways to stimuli the
attitudes and behaviors of the people through persuasive ways like advertising. ELM Model tells
us how to determine attitude change through motivation and persuasive processing .According to
ELM model attitudes are important because out attitudes guide us toward our decisions and
behaviors.

47
Topic of the present study is “Effects of Political Advertising on Political
Socialization of Pakistan Youth” Political advertising is most persuasive tool to stimuli
the public for political goals by every politician. ELM Model has two major routes to
persuasion
i. The Central Route
ii. The peripheral route
Both routes use to persuade the people, to stimuli the behaviors and to motivate
the people for making decisions and opinions for any particular matter. High level to low
level persuasive ways is included in ELM model. In political advertising every political
person try to convince the people, to stimuli the behaviors for voting and to achieve their
goals.
AIDA MODEL
AIDA Model stands for Attention, Interest, Desire and Action. These are basic
four steps from which a consumer goes through while watching any advertisement. Lewis

48
stated that first and important role of an advertisement to grab the attention of viewers
and to attract them. Political advertisements also have these goals to get desired results.
To attract the voters through catchy and persuasive political ads.

49
CHAPTER 4
RESEARCH METHODOLOGY
The study aims at investigating level of political socialization among Pakistani educated youth
and the role of highly paid Political Advertising in this regard on the basis of their gender
differences, age, social economic status and their educational background. The study examined
whether educated youth had any effect coming from the political advertising on their political
socialization regarding the role television in bringing political change in youngsters’ political life.
The level of political socialization was examined in three categories including political interest,
political awareness, and political participation of educated youth in Pakistan.
RESEARCH QUESTIONS AND HYPOTHESIS
The review of the previous research provides direction of thinking that helps to formulate
specific research questions and hypotheses. The researcher after thoroughly studying and
reviewing the related literature and research studies formulated the following research questions
and hypotheses.
R1. What is the level of political Socialization among Pakistan Youth through Political
advertising?
R2. How Political advertising capture the young Voter’s mind?
R3 Does Political advertising play effective role to educate (political awareness) the people
politically?
R4 Do the demographic factors affected like political ads exposure, gender, age, education, and
socio economic status?
R5 Do the political ads affect the voters to take participation in politics?

50
Hypothesis
H1. It is likely that political advertising is essential for political socialization among Pakistan
youth.
H2. It is likely that political advertising has enhanced the level of political awareness among
Pakistan youth.
H3. It is likely that political ads motivate to young voters to participate in politics.
H4. It is likely that youngsters are more politically socialize.
H5. It is likely that socio economic status effects on political participation.
H6. It is likely that level of education effects on political participation.
RESEARCH DESIGN
Research design is defined as ‘an approach to assimilate the different essentials of a
research project in a reliable and comprehensible manner in order to address a pre-defined study
question’
Research has conducted according to research tool Questionnaire and data collected from
selected population through designed questionnaire.
POPULATION OF THE STUDY
Population of the study is young students of universities of Lahore, Pakistan aged 21 to
35.

51
SAMPLING
Sample frame comprised on 200 samples 100 male and 100 female from the three
universities located in Lahore, Punjab Pakistan.
RESEARCH INSRUMENTS
A Questionnaire is research instrument of this study. It comprised of three parts. First part
addresses the demographic details of the respondents. These demographic variables served as
independent variables. The second part measured the sources of political socialization of youth.
This includes political advertising exposure, family, peer groups, friends, class room
environments, and others. The third part addressed the level of political socialization.
VARIABLES
Independent Variables:
1. Political advertising exposure
2. Gender
3. Age
4. Education
Depended Variables:
1. Political socialization
i- Political awareness/knowledge
ii- Political interest
iii- Political Participation

52
CHAPTER 5
DATA ANALYSIS FINDINGS
The universities are considered to be the castle of knowledge throughout the world.
Through its syllabi, universities not only impart information and education but also render services
as the training center for the students. The courses of studies, particularly in social and behavioral
sciences include subjects on structures, and functions of the social system. Such subjects include
the socio economic norms, values, culture that is dominant in the society. Enrolled students of the
universities while studying such courses, along with other new ideas, acquire greater knowledge
about the related values and are oriented towards the same. As such, socialization occurs in them
through the universities Education. However, such socialization is not only done by the text books,
but by the newspapers, journals and magazines radio, television, new media also, to which they
are greatly exposed. Hence this research studies the role of Political advertising as an agent, in
inculcating political socialization among the students of the Universities of the Punjab province
Lahore. I have tried to analyze political socialization of the university students from highly paid
political advertising by positions in three important angles, namely; political awareness, political
interest, and political participation.
FINDINGS
DEMOGRAPHIC CHARATERISTICS
The final sample of this study comprises on 200 participants. From them 100 (50%) were
female and 100 (50%) were male. The sample took from the universities of the Lahore city Punjab
province of Pakistan. Equal ratio of the male and female students from different universities has
taken. Total 21 (10.0) students were under graduate, 88 (40%) were graduate and 91(45.5%) were
postgraduate.

53
Sample was also taken on the socio economic status, 10.0% participants were from poor class and
22.5 % were from lower middle class. However, 32% were from upper middle class and 35% from
upper middle class.
Table 1
Demographic characteristics of respondents (N=200)
Variables Frequency Percentage
Gender
Male 100 50
Female 100 50
Education
Undergraduate 21 10.5
Graduate 88 40
Post graduate 91 45.5
Socio-Economic Status
Poor 20 10.0
Lower Middle Class 45 22.5
Upper middle class 65 32.0
Upper class 70 35.0
Table 2

54
Gender and Political Socialization among Pakistani Youth (n=200)
Political Socialization
Sub-scales
N M SD df sig t value
Political
Awareness
Male 100 20.4300 12.32248 198 .488 .696
Female 100 19.3900 8.46967 175.473 .488 .696
Political
Interest
Male 100 15.9600 6.29561 198 .366 -.964
Female 100 16.8900 7.30691 193.763 .366 -.694
Political
Participation
Male 100 12.9500 5.45760 198 .247 1.162
Female 100 12.1100 4.73733 194.162 .247 1.162
GENDER AND POLITICAL SOCIALIZATION
H6. It is likely that males are more politically socialize than females.
It found that political socialization among participants on the basis of the gender is not
different significantly. Political awareness and political interest among males and females deferent
on very miner scale but not notable and the political participation among male and female is on
same scores.
The findings of the current studies show that there is no difference between males and females in
political awareness, political interest and political participation.

55
Table 3
Age and Political Socialization among Pakistani Youth
Subscales SS d f MS F Sig
Political
Awareness
Between group 493.005 2 246.503 2.238 .109
Within group 21695.375 197 110.129
Political
Interest
Between group 58.411 2 29.206 .626 .536
Within group 9194.464 197 46.672
Political
Participation
Between group 22.489 2 11.244 .427 .653
Within group 5183.331 197 26.311
Sample of the population comprises between the ages of 21 to 35.
AGE AND POLITICAL SOCIALIZATION
H7. It is likely that youngsters are more politically socialize.
Political socialization on the basis of age is somehow effects on political behavior.
Youngsters are more energetic than aged people that the reason youngsters are more active in
politics. In order to explore the relationship between age and level of political socialization
among youth, a Pearson’s product moment correlation coefficient was determined. Normality
and homogeneity was achieved.

56
Table 4
Education and Political Socialization among Pakistani Youth (n=200)
Subscales SS D f MS F Sig
Political
Awareness
Between group 178.561 2 89.280 .799 .451
Within group 22009.819 197 111.725
Political
Interest
Between group 92.370 2 46.186 .993 .372
Within group 9160.505 197 46.500
Political
Participation
Between group 122.138 2 61.069 2.805 .096
Within group 5205.820 197 25.805
EDUCATION AND POLITICAL SOCIALIZATION
H9. It is likely that level of education effects on political socialization.
In the society of Pakistan our political believes or political socialization brought up with
our age through family, friend and the society. In order to know where the difference among three
groups actually existed. Test statistics indicated that the mean score for undergraduate group was
significantly different from graduate group and post-graduate group regarding their political
awareness. The mean score was also significantly different among undergraduate group graduate
group and post-graduate group regarding their political interest. However mean score for political
participation was different significantly among all three groups. undergraduates, graduates, post-
graduates

57
Table 5
Socio-Economic Status and Political Socialization among Pakistan Youth (n=200)
Subscales SS D f MS F Sig
Political
Awareness
Between group 67.270 3 22.423 .199 .897
Within group 22121.110 196 112.863
Political
Interest
Between group 177.204 3 59.068 1.276 .284
Within group 9075.671 196 46.304
Political
Participation
Between group 58.615 3 19.538 .744 .527
Within group 5147.205 196 26.261
SOCIO ECONOMIC SATUS AND POLITICAL SOCIALIZATION
H8. It is likely that socio economic status effects on political socialization.
Socio-Economic status of the participants on their political socialization, measured in
three different aspects political awareness, political interest and political participation. Findings
show that there is difference on the level of political socialization on the basis of socio economic
status.

58
Table 6
Correlation between political Advertising Exposure and Political Socialization among
Pakistan Youth (n=200)
Variables 1 2 3 4
1. Attention 1
2. Political
Awareness
-.071 - -
3. Political
Interest
-.002 .980 - -
4. Political
Participation
-.006 .936 200 - -
Correlation is significant at the 0.05 level (2-tailed).
POLITICAL ADVERTISING EXPOURE AND POLITICAL AWARENESS
H1. It is likely that political advertising is essential for political socialization.
H3. It is likely that political advertising enhance the level of political socialization among the
youth.
H4. It is likely that political advertising motivate to the young voters to participate in politics.
Results show that political advertising is not playing effective role to enhance the political
socialization among the young voters. Most of the participants did not take interest to watch the
political ads and many of the participants start doing any other work.

59
DISCUSSION
In a shot to increase the literature on political socialization, the analysis bestowed
here examined the influence of political advertising use on youth political socialization. The chief
objective of this analysis study was to look at the role and also the impact of political advertising
on the political socialization of educated youth in delivery modification in political perception of
educated youth.
Since people are not much influenced by political advertising on television in making
political decision and in political socialization in their real life, it implies that there is a disparity
between people’s needs and political advertising and media content. These political advertising is
not following their information needs. Media content should be in accordance with people’s norms,
culture and their routines. The difference between real world issues and glittered political ads
should be minimized otherwise media would not be the agent of opinion making. The master minds
of political ads and the media persons of the political parties should devise their services and
content as per the demands and needs of the society. Political advertisements should be on publics
demands, in these ads should be power to motivate the people and specially an element of
motivation for youngsters to take part in political affairs. This will not only enhance their political
knowledge and interest, but also will lead towards greater political trust, awareness, interest and
hence political participation.
For political actors and parties, the findings imply that either the manifesto or agenda of
political parties is not addressing to the real issues of the country, or proper media campaigning is
not being done to make the people aware about their policies. Lavish spending of the resources
(money and efforts) without proper media strategies, both on mainstream and social media, will
definitely be futile. Publicity and public relations wings of the political parties should be made

60
efficient, effective and active. More ever, interpersonal platforms should effectively be used for
political socialization of the public, as findings show that such platforms are still more effective
than the channels of mediated communication.
Since the age and gender groups significantly determine the level of political socialization
among the participants, it is implied that both media owners and political parties should focus that
the male and the female have different information needs as per their level of age. Separate
strategies and political ads content should be devised for different age and sex groups. The findings
show that the male are more political aware and active in decision makings. This result leads to
think that Pakistan has patriarchal nature of society where the females are not given much political
knowledge and decision making powers, such laws and practices should be promulgated to ensure
the eradication of gender discrimination in the country.
The findings also substantiate that in Pakistani culture, socio-economic status of families
do not significantly determine the political decision making. Inter-personal communication should
be made more effective in conveying their manifesto along with media. Opinion leaders from local
societies should be chosen to engage effectively to foster such awareness and decision making
powers among the members of the society. This study has also explored that highly educated
people are more politically socialized. This implies that the focus of policy makers should be
directed towards the enhancement of the quality of education rather than the number of educational
institutes in the province. In this way, more informed people can channelize their skills and abilities
to enter into the mainstream of political set-up of the country.
Finding of the present research can help to the political parties and their media persons to
improve their political advertising. These political advertisings are highly paid, results of the

61
research will give them different track to work for the socialization of the young voters through
better designed political ads. Finding of the research
LIMITATIONS
Despite the valuable implications, the study has some also some limitations on its
disposal. Firstly, due to time and financial constraints a sample of 200 participants from three
universities of the Lahore, Punjab was taken for analysis, many other institutes and university
across all the provinces of the country could be included in future studies.
Secondly, the present study is a cross sectional in nature and does not describe the trends
or patterns of people’s attitude or behaviors over time. Hence, the net change in their political
attitudes and behavior cannot be calculated. The further studies may be carried out using panel
data to find the shifts among the attitudes and behaviors of the people at various stages in political
socialization.
Thirdly, the operationalization of political socialization has been done as per the objectives
of the study. It does not include internal or external political efficacy. The future research may be
carried out using additional indicators of political socialization.
Fourth, the study is only limited to university students, its findings cannot be generalized
to the non-university or the people who are not educated as the major segment of Pakistani society.
Future studies may be conducted taking not-educated people as their sample.
To generalized to the non-university or the people who are not educated as the major
segment of Pakistani society. Future studies may be conducted taking not-educated people as their
sample.

62
CHAPTER 6
CONCLUSION AND RECOMMENDATIONS
CONCLUSION
The present study was conducted to observe the impact of the highly paid political
advertisements on political socialization of educated youth of Pakistan. In order to study the role
of the Political advertising on television channels take as the sources of political communication
and political socialization among the participants.
Further it can be concluded from the findings that political socialization among the
participants were related with age; higher level of political socialization, higher the age. The
findings also support the view that the level of political socialization is different among the
participants on the basis of gender and education. However, socio-economic status of the
participants and their families differs by political awareness but does not differ by level of political
participation or interest.
Recommendations
Political advertising consider as highly paid weapon to gain the attention of the public to
made their minds and opinions. In Pakistan and all over the world political advertising consider an
important and strong part of the political campaigning. A huge amount from the political budget
gone through political advertising. In the light of the findings of this study here are some
recommendations to improve the political socialization through the political advertisings
i. Surveys similar to the one conducted in this study could be made in other parts of
the country. Perhaps a comparative analysis of these students could be made with

63
the students from different geographical areas-around the Pakistan, The support and
efficacy levels of students in more metropolitan areas might not closely correlate
with those found in the Punjab province.
ii. Further researchers may take the politicians and political advertising makers too as
their sample.
iii. To examine the level of political socialization future researcher can be add all
mediums of political advertising.
iv. Present study focused on role or effects of political advertising on political
socialization, future researcher can be asses what sort of the political behaviour is
required.

Effects Of Political Advertising on Political socialization

Effects Of Political Advertising on Political socialization

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Effects Of Political Advertising on Political socialization

Similar to Effects Of Political Advertising on Political socialization (20)

Recently uploaded

Recently uploaded (16)

Effects Of Political Advertising on Political socialization