THE INFLUENCE OF JOURNALISTIC PRACTICES ON PUBLIC OPINION: A CASE STUDY OF MEDIA COVERAGE DURING 2024 GENERAL ELECTIONS IN PAKISTAN

Abstract

This study explores how journalistic practices affect the general opinion in the 2024 general elections in Pakistan using the agenda-Setting Theory as the theoretical framework. The study examines the effects of media exposure, journalistic framing and tone of coverage on the importance of issues and trust towards media institutions by the general population. The survey design employed in the study was a quantitative method, in which an itemized questionnaire is used to gather cross-sectional data on a particular group at a given time (Lahore, 50 items investigating the relationship between offers on job satisfaction and stress). The findings showed that there was a high positive correlation between media exposure and perceived significance of political issues highlighted by journalists. Sensationalism, and framing of tone perceptions were also revealed to have significant influence on the public trust which proved the first and second levels of agenda setting issue saliency and attribute framing in the theory. The regression analyses revealed that exposure and framing were still important predictors of opinion formation despite the inclusion of demographic variables of age, gender, education and income. The results emphasize the dual nature of the Pakistani media as an informer and influence of the media on electoral discourse. The research ease lies that responsible journalism, ethical reporting, as well as balanced coverage is the solution to the credibility of media and the empowerment of the democratic involvement. Among the recommendations, it is to improve editorial independence and ensure regulatory control and media literacy among citizens.