Abstract:

The emergence of social media has changed the way of political communication. Now it has become very common to participate in online political activities through liking, uploading, commenting and sharing political content as well as following politicians on facebook and twitter. This study aimed to analyze the role of social media in democratization in Pakistan .The primary objective of the study was to explore the consumption patterns of social media in youth for strengthening democratization and to analyze the role of social media in creating political awareness in youth .Moreover, this study observed the role of social media for constructing political efficacy and political participation working under uses and gratification, Media richness and social engagement theories. In order to answer the underlying questions, data of the study was collected through Quantitative (Survey) method. The study concluded that the usage of social media is creating political awareness, builds political efficacy and increasing political participation in youth. In addition, Facebook and twitter are providing information regarding voting and electoral procedures to youth and they are actively participating on social media for sharing political content with their friends and social circle. Furthermore, research findings evidently supported that social media use by youth is strengthening democratization in Pakistan.

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