POLITICAL COMMUNICATION AND ELECTORAL BEHAVIOR IN EMERGING DEMOCRACIES

Abstract

Political communication plays a pivotal role in shaping electoral behavior, particularly in emerging democracies where political institutions and media landscapes are evolving. This study investigates the dynamics of political communication and its influence on voter behavior in emerging democracies, with a focus on Pakistan. Utilizing mixed methods, including survey data and content analysis of media channels, the research explores how traditional and digital communication strategies affect electoral participation, voter preferences, and political awareness. Findings suggest that media framing, political campaigns, and social media significantly impact electoral choices, while factors such as misinformation and limited media literacy pose challenges. The paper offers policy recommendations to enhance political communication efficacy and democratic engagement.