DIGITAL MEDIA, DEMOCRATIC ENGAGEMENT, AND CULTURAL CONTEXT: A COMPARATIVE ANALYSIS OF SOCIAL MEDIA’S INFLUENCE ON POLITICAL PARTICIPATION IN INDIA AND PAKISTAN

Abstract

This study examines the role of social media in shaping political engagement in Pakistan and India; focusing on how digital platforms influence political awareness, trust in political content, and active participation in civic and electoral processes. Grounded in the frameworks of electoral integrity and political culture, the study investigates the relationships between social media usage patterns, political awareness through social media, trust in political content, and political engagement, while also considering the mediating effect of public perception of politicians and the moderating influence of cultural context. A quantitative research design was employed with a purposive sample of 500 participants, including graduate and postgraduate students, faculty members, and administrative personnel from multiple universities in Pakistan and India. Data were collected through structured questionnaires and analyzed using descriptive statistics, regression analysis, correlation, factor analysis, and mediation and moderation analyses. Findings reveal that social media usage, political awareness, trust in political content, and its influence on voting behavior significantly predict political engagement. Public perception of politicians mediates the impact of social media on participation, and cultural context moderates these effects, with Indian participants showing comparatively higher responsiveness to social media-driven political mobilization. The study concludes that social media is a pivotal tool for political mobilization, but its influence depends on users’ trust, awareness, and sociocultural environment. Enhancing media literacy, ensuring transparency in online political content, and developing context-sensitive engagement strategies are essential for fostering informed and active political participation. These insights provide valuable guidance for policymakers, civil society, and digital platforms aiming to strengthen democratic engagement in the digital era.

Keywords: Social Media Influence; Political Participation; Digital Democracy; Cultural Context; Voting Behavior; Public Trust; Pakistan; India.