The Role of Online News in Shaping Voting Behaviour in Pakistan: A Uses and Gratification Theory Perspective
Keywords:
Online News Consumption, Uses and Gratification Theory, Voting Behaviour, Political Communication, Digital Media InfluenceAbstract
In recent years, democratic societies, including Pakistan, have increasingly turned to online news as a primary source of information on political issues. This paper investigates the gratification derived from online news consumption among Pakistani voters and its implications for the political landscape. The study examines how information seeking, social utility, guidance/judgment, and personal fulfillment —key dimensions of the Uses and Gratification theory — influence voting decisions in the April 2024 elections of Pakistan. A survey was conducted with a sample of 300 voters who cast their votes in major urban cities across Pakistan, employing convenience and purposive sampling methods. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that online news serves as a significant predictor of voting behaviour, with guidance/judgment being the most influential factor (β = 0.412, p < 0.001), explaining 64.7% of the variance in vote choice. The study demonstrates that Pakistani voters who seek guidance through online news are 2.5 times more likely to make informed voting decisions compared to those who rely solely on traditional media. Furthermore, the research establishes that social utility derived from online news platforms significantly enhances political participation, with users showing higher engagement in electoral processes. The study underscores the potential for the government and political parties to leverage online media for public outreach and policy advocacy. Future research should consider a longitudinal approach to capture changes in voter behaviour over time.
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