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Effects of Exposure to Mainstream Media in Changing Political Behavior and Party Affiliation a Case Study of University of Gujrat, Pakistan

Author Affiliations

  • 1Centre for Media and Communication Studies, University of Gujrat, Post code 50700 Gujrat, Punjab, PAKISTAN
  • 2 Leadership and Management Studies, National Defense University, Post code 4400 Islamabad, PAKISTAN

Int. Res. J. Social Sci., Volume 2, Issue (12), Pages 29-34, December,14 (2013)


This research reveals the role of mainstream media in Changing Political Behavior and Party Affiliationamong University of Gujrat students. The students of University of Gujrat devour media for different purpose as well as political information. Mostly students’ use television for political information most because it is attractive and famous medium nowadays. For this survey research conducted to investigate the media effects on changing behavior. Results explore that media have a power to change the voting behavior of viewers and it also persuades them towards new political parties. Media present issues to its audience with an effect that public forms opinion according to media’s emphasis on issue.


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