IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v14y2024i2p21582440241252213.html
   My bibliography  Save this article

The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country

Author

Listed:
  • Muhammad Sajid
  • Janat Javed
  • Nosheen Fatima Warraich

Abstract

This paper explores Facebook’s role in shaping the political perception of youth during the 2018 general elections in Pakistan. It also gauges the ideological standpoint of youth in Pakistan that influences their voting decisions. An online campaign has become an indispensable source for politicians to influence the masses without the constraints of distance and time. It is a quantitative study based on a questionnaire survey of young Pakistani voters. Findings show that Facebook has presumed the role of an instigator in shaping the voting behavior of educated youth. Respondents perceived Facebook as biased while expressing views and assisted political entities in manipulating the data to increase their vote bank. Though the majority of them haven’t experienced fake news so either they are not conscious or they trust blindly the information. Furthermore, respondents’ cognitive abilities are not obstructed by politicians using Facebook, instead, friends and family network seems more persuasive in determining voters’ choice. Results manifest that ideological standpoint impacts voters’ decisions substantially. There is no statistical difference in the voting behavior of respondents based on gender and/or age. The individuality of this study is that it focuses on the medium of communication between politicians and youth instead of emphasizing the social cleavages and their impact on voters’ decisions, which Pakistani scholars largely study. This study will prompt the field of psephology in Pakistan, which is largely ignored, and help scholars to move out of the domain of identity politics.

Suggested Citation

  • Muhammad Sajid & Janat Javed & Nosheen Fatima Warraich, 2024. "The Role of Facebook in Shaping Voting Behavior of Youth: Perspective of a Developing Country," SAGE Open, , vol. 14(2), pages 21582440241, May.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241252213
    DOI: 10.1177/21582440241252213
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440241252213
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440241252213?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," NBER Working Papers 23089, National Bureau of Economic Research, Inc.
    2. Stephen Hansen & Thomas Palfrey & Howard Rosenthal, 1987. "The Downsian model of electoral participation: Formal theory and empirical analysis of the constituency size effect," Public Choice, Springer, vol. 52(1), pages 15-33, January.
    3. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," Journal of Economic Perspectives, American Economic Association, vol. 31(2), pages 211-236, Spring.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Leopoldo Fergusson & Carlos Molina, 2020. "Facebook Causes Protests," HiCN Working Papers 323, Households in Conflict Network.
    2. Dean Neu & Gregory D. Saxton & Abu S. Rahaman, 2022. "Social Accountability, Ethics, and the Occupy Wall Street Protests," Journal of Business Ethics, Springer, vol. 180(1), pages 17-31, September.
    3. Robbett, Andrea & Matthews, Peter Hans, 2018. "Partisan bias and expressive voting," Journal of Public Economics, Elsevier, vol. 157(C), pages 107-120.
    4. Henrik Skaug Sætra, 2021. "AI in Context and the Sustainable Development Goals: Factoring in the Unsustainability of the Sociotechnical System," Sustainability, MDPI, vol. 13(4), pages 1-19, February.
    5. Fathey Mohammed & Nabil Hasan Al-Kumaim & Ahmed Ibrahim Alzahrani & Yousef Fazea, 2023. "The Impact of Social Media Shared Health Content on Protective Behavior against COVID-19," IJERPH, MDPI, vol. 20(3), pages 1-16, January.
    6. Bartosz Wilczek, 2020. "Misinformation and herd behavior in media markets: A cross-national investigation of how tabloids’ attention to misinformation drives broadsheets’ attention to misinformation in political and business," PLOS ONE, Public Library of Science, vol. 15(11), pages 1-22, November.
    7. Joël Cariolle & Yasmine Elkhateeb & Mathilde Maurel, 2022. "(Mis-)information technology: Internet use and perception of democracy in Africa," Documents de travail du Centre d'Economie de la Sorbonne 22010, Université Panthéon-Sorbonne (Paris 1), Centre d'Economie de la Sorbonne.
    8. Barrera, Oscar & Guriev, Sergei & Henry, Emeric & Zhuravskaya, Ekaterina, 2020. "Facts, alternative facts, and fact checking in times of post-truth politics," Journal of Public Economics, Elsevier, vol. 182(C).
    9. Sumeet Kumar & Binxuan Huang & Ramon Alfonso Villa Cox & Kathleen M. Carley, 2021. "An anatomical comparison of fake-news and trusted-news sharing pattern on Twitter," Computational and Mathematical Organization Theory, Springer, vol. 27(2), pages 109-133, June.
    10. Mignot Sarah & Pellizzari Paolo & Westerhoff Frank, 2024. "Fake News and Asset Price Dynamics," Journal of Economics and Statistics (Jahrbuecher fuer Nationaloekonomie und Statistik), De Gruyter, vol. 244(4), pages 351-379.
    11. Zazli Lily Wisker & Robert Neil McKie, 2021. "The effect of fake news on anger and negative word-of-mouth: moderating roles of religiosity and conservatism," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 144-153, June.
    12. Roger D. Magarey & Christina M. Trexler, 2020. "Information: a missing component in understanding and mitigating social epidemics," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-11, December.
    13. Christoph March & Ina Schieferdecker, 2021. "Technological Sovereignty as Ability, Not Autarky," CESifo Working Paper Series 9139, CESifo.
    14. Larsen, Vegard H. & Thorsrud, Leif Anders & Zhulanova, Julia, 2021. "News-driven inflation expectations and information rigidities," Journal of Monetary Economics, Elsevier, vol. 117(C), pages 507-520.
    15. Kübler, Raoul V. & Manke, Kai & Pauwels, Koen, 2025. "I like, I share, I vote: Mapping the dynamic system of political marketing," Journal of Business Research, Elsevier, vol. 186(C).
    16. Deena A. Isom & Hunter M. Boehme & Toniqua C. Mikell & Stephen Chicoine & Marion Renner, 2021. "Status Threat, Social Concerns, and Conservative Media: A Look at White America and the Alt-Right," Societies, MDPI, vol. 11(3), pages 1-20, July.
    17. Lohse, Johannes & McDonald, Rebecca, 2021. "Absolute groupishness and the demand for information," VfS Annual Conference 2021 (Virtual Conference): Climate Economics 242454, Verein für Socialpolitik / German Economic Association.
    18. Seth C. Lewis & Logan Molyneux, 2018. "A Decade of Research on Social Media and Journalism: Assumptions, Blind Spots, and a Way Forward," Media and Communication, Cogitatio Press, vol. 6(4), pages 11-23.
    19. Germano, Fabrizio & Sobbrio, Francesco, 2020. "Opinion dynamics via search engines (and other algorithmic gatekeepers)," Journal of Public Economics, Elsevier, vol. 187(C).
    20. Felix Chopra & Ingar K. Haaland & Christopher Roth, 2019. "Do People Value More Informative News?," CESifo Working Paper Series 8026, CESifo.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241252213. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.