Social Media and Political Preferences in Gen Z during the 2024 General Election in Lahore, Pakistan

Authors

  • Hamza Manzoor Undergraduate Student, Department of Digital Communication and Media, GC University Lahore Author
  • Lamia Munir Undergraduate Student, Department of Digital Communication and Media, GC University Lahore Author
  • Ali Bhadur Lecturer, Department of Media and Communication Studies, GC University Lahore Author

Keywords:

Gen Z,, social media, political preferences,, 2024 General Election, Instagram, agenda setting, framing theory, filter bubble, Lahore, Pakistan, digital political communication,, first time voters, youth politics

Abstract

This study examines how social media shaped political preferences of Gen Z voters aged 18 to 27 in Lahore during Pakistan's 2024 General Election. A survey of 101 respondents was conducted after the election using convenience and snowball sampling. Results show that over 85% of Gen Z use social media daily with instagram being the most used platform. Around 73% of respondents said social media helped them form their political opinions. Speed and easy access to information were the main reasons Gen Z turned to social media over traditional sources. However more than half of first time voters reported confusion when searching for political content online. The findings support Agenda Setting and Framing theories showing that algorithmically driven content shaped political narratives more than TV or newspapers did. The study concluded that social media is now a central force in shaping not only youth’s political opinion but behavior as well in Pakistan.

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Published

2026-04-26

Issue

Vol. 3 No. 1.March (2026): Issue (2026 )

Section

Articles