Media Attention and Offline Political Participation in Pakistan: The Mediating Role of Political Interest and Online Political Participation

Introduction

In the contemporary age, we live in mediated realities (Williams, 2003). In this mediated world, media play a significant role in representing nations (Ji, Hu, & Muhammad, 2016; Saleem,2007), framing conflicts (Yousaf, Rahman & Yousaf, 2020), influencing purchasing apparel behavior (Ikhlaq, Yousaf, & Ans, 2021), and building consensus on social issues (Yousaf, 2018) and terrorism issue (Yousaf, Hu & Raza, 2023). The relationship between `public media use and political engagement is an urgent research subject in the age of constant media change and the coexistence of different media platforms (Hongna, 2019). Hence, this study investigates the impact of media usage on political participation and treats online political participation and political interest as mediators. Put differently, the research aims to determine if media is a valuable tool and an effective alternative to create awareness of political events and mobilize political participation and how this process is mediated by online political participation and political interest.

Numerous studies show that political beliefs, attitudes, and even political engagement are influenced by the political predisposition and standards of political values evaluation provided by the media (Hongna, 2019). Moreover, the media have developed into a potent tool for disseminating information, serving as an influential voice for those who obtain information and pass it along to others in their professional, academic, and social networks. This demonstrates that the public supports the media's function and the changes it brings about. Electronic media first encourages individuals to support political activists, vote for their parties, and reinforce previously held or shifting ideas. It demonstrates how frequently opinion leaders use this popular media to disseminate information to the general public. Every activity, including press conferences and political commercials, has a unique method of forming beliefs or altering preexisting ones. Information and communication technologies significantly altered the globe more than ever. For instance, social and political discourse, communication methods, and interpersonal connections have all changed due to new media technology.

Scholars in political science, sociology, media and communication, and international relations have undertaken several studies on various facets of social media use (Ahmad, Alvi, & Ittefaq, 2019). Moreover, social networking sites (SNSs), which provide access to political information and involvement, have grown in significance in the political sphere due to social media. People who regularly discuss politics in their daily lives are likely to regularly use social media for political awareness and knowledge. In addition, a fundamental presumption for engaging in the democratic process is the democratic ideal that “informed citizenry” and citizen involvement are essential. As a result, citizens must regularly read newspapers and watch television news to stay updated about current events. Thus in the contemporary age where most communication is mediated, one of the main pillars of participatory democracy is the media. In addition, our understanding of the social world is significantly shaped by the news media. It performs the function of reality definition for the public (Takeshit, 1997). The world around us is out of reach, out of sight, and out of mind for most people. Considering how little we have personally seen the world; we do not know much about what is happening there. As a result, news media significantly mediates between the outer world and the images in our heads (Lippmann, 1922). The editors of our newspapers and the news directors of our television stations play a significant role in directing public attention to the issues, challenges, and opportunities through their daily duty of selecting and presenting news (Cohen,1963).