Effects of Exposure to Political Memes on Political Affiliation of Youth, Lahore

Maria Naeem, Noma Nadeem

Abstract

The researcher seeks to analyze the effects of political memes on political involvement of youth in Lahore. To know how much youth get influences through political memes and political content and change their opinion or voting behavior. Target population for this study was the youth of Lahore within the age range of 18-25 years. Data has been collected through simple random sampling of (n=300) including 143 males and 157 females. Survey method was used as data collection tool. This study has indicated political memes influence on youth of Lahore regarding change in political opinion, voting behavior and political involvement. The researcher has also measured the relationship between political memes and political involvement of youth. The study explored that youth has been influenced by the political memes, funny and satirical content on digital media. Results have been measured with the help of International Business Machine Statistical Package for Social Sciences (IBMSPSS) version 22.