The Intersection of Politics, the Print Media, and Young Voters: An Examination of the 2018 General Election

Abstract

This article presents the content analysis of advertisements of major political parties in national dailies regarding mobilization of young voters. The major objective of the study was to find out the different types of advertisement appeals framed in ads to attract the youth by major political parties i.e. PML (N), PPPP and PTI. The design of the study was descriptive. Three national dailies i.e. Nawa-i-Waqt, Jang and Express, from January 24, 2018 to July 24, 2018 were taken as study area. The sample of the study was taken through purposive sampling technique. Major findings revealed that political parties allocated significant proportion of their political ads for youth. PTI paid the highest attention to young voters and got a huge success in general election 2018. However, PML (N) used the least proportion. On the basis of research, a major recommendation of vital role of print media was provided by the researcher.