Mainstream Media and Social Media News Consumption Patterns of Youth in Lahore Pakistan
Download| Volume 5 Issue 1 2024 | |
|---|---|
| Author(s): |
Saman Nasir
Anjum Zia
Aemen Khalid(Corresponding Author)
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| Abstract | The study investigates news consumption patterns among Pakistani youth in Lahore, utilizing the Uses and Gratification theory. A quantitative approach with a sample of 275 university students aged 15 to 24 was employed. The survey, conducted through an online Google form, focused on political news and entertainment news across mainstream and social media. Findings indicate a significant shift towards social media, with 78% of youth using it for social interaction, surveillance, knowledge, and entertainment. Traditional media, including newspapers and radio, is declining, with only 20% relying on them. Television remains popular, with most youth watching from 8:00 to 10:00 p.m. for information and entertainment. Social media is preferred for educational searches, and youths leverage information from various media for business discussions. The study underscores the evolving media landscape and changing preferences among Pakistani youth. |
| Keywords | Youth, Social Media, News Consumption, Mainstream Media |
| Year | 2024 |
| Volume | 5 |
| Issue | 1 |
| Type | Research paper, manuscript, article |
| Journal Name | Journal of Media & Communication (JMC) | Publisher Name | ILMA University | Jel Classification | - | DOI | -- | ISSN no (P, PRINT) | 2707-8906 | ISSN no (E, Electronic) | 2788-8304 | Country | Pakistan | City | Karachi | Institution Type | University | Discipline | Media, Advertising, Social Science, Multidisciplinary | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://jmc.ilmauniversity.edu.pk/arc/Vol5/5.1/2.pdf | Page | 16-39 |