Political Advertisements and Voters Behaviour in 2013 General Elections of Pakistan: Exposure vs Impact Analysis

The paper evaluates the impact of advertisements of three leading political parties of Pakistan; Pakistan Threek-e-Insaf (PTI), Pakistan People's Party (PPP) and Pakistan Muslim League Nawaz (PML-N) on the voting behavior in 2013 General elections. The data was collected through survey from 200...

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Bibliographic Details
Published inJournal of the Research Society of Pakistan Vol. 52; no. 1
Main Authors Noshina Saleem, Mian Ahmad Hanan, Tariq, T
Format Journal Article
LanguageEnglish
Published Lahore AsiaNet Pakistan (Pvt) Ltd 01.06.2015
Subjects
Advertisements
Elections
Impact analysis
Politics
Voter behavior
Pakistan
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Summary:The paper evaluates the impact of advertisements of three leading political parties of Pakistan; Pakistan Threek-e-Insaf (PTI), Pakistan People's Party (PPP) and Pakistan Muslim League Nawaz (PML-N) on the voting behavior in 2013 General elections. The data was collected through survey from 200 registered voters from the Punjab Province, Pakistan. This study concludes that vote and support" and advertising liking" have strong association as the result of loyalty of voters to their respective political party. In addition, the voters' loyalties for their respective political party were also an important factor that reduced the advertising influence. This study reveals that there is no association between advertising exposure" and advertising impact" on voter behavior. This study also maintains that there is no relationship between information richness of advertisements" and existing political knowledge of respondents." Keywords: Pakistan General Election 2013, Political Advertisements, Media Effects, Media Exposure, Voter Behavior Introduction There are no anecdotes found stating that Pakistan ever had Electronic Political Campaigns during any of its previous elections, however in elections 2013, Pakistani Political Parties dynamically took refuge in electronic medium for bridging the gaps and conveying the information. This changing trend within a country like Pakistan is defiantly of interest, especially when there are urban voters who could access the medium, and in addition to that mostly people are party loyalists, who barely change their opinion no matter to what extent they are exposed to such advertisements.
ISSN:0034-5431