THE IMPACT OF SOCIAL MEDIA ON VOTING BEHAVIOR IN SWABI DISTRICT: AN ANALYSIS OF GENERAL ELECTIONS 2018

Abstract

This paper explores the significant impact of social media on politics, specifically examining its effects on Pakistan's 2018 general elections and the resulting consequences in Swabi District. It emphasizes how social media has made political discussions more accessible to the general public and explains its specific importance in the political environment of Pakistan. This analysis seeks to provide a valuable addition to the current body of literature on the impact of digital technologies on electoral politics, with a specific focus on emerging and transitional democracies. This study employed qualitative methods to examine the impact of social media on voting behaviors in Swabi District during the 2018 General Elections in Pakistan. The research employed thematic analysis to examine data collected through open-ended questionnaires from a sample of 30 participants, which included females, government employees, political activists, and key responders from the general population. The study uncovered multiple themes, including the public's comprehension of social media, its perceived influence on voting choices, and its wider ramifications for political consciousness and mobilization. The findings indicate a subtle yet substantial impact of social media on voter behavior and political awareness. Despite its modest sample size and geographical focus, the study provides useful insights into the changing role of social media in electoral politics and emphasizes the need for further substantial research to apply the findings more broadly.