ELECTORAL INTEGRITY IN THE DIGITAL AGE: MEDIA FRAMING, PUBLIC TRUST, AND POLITICAL CONFIDENCE IN PAKISTAN

Abstract

Public trust in the election process is the most crucial part of a democratic government, as it determines the legitimacy, accountability, and effectiveness of elected institutions. Disintegration leads to lower voter turnout, deeper ideological divides, and widespread unrest. This study examines the impact of media, subjective electoral integrity and public confidence in election processes to determine the factors that affect individuals' faith in elections. The study uses data from 500 university faculty in Punjab and Khyber Pakhtunkhwa, Pakistan. It examines the intricate relationships that support public faith in election systems using sophisticated statistical models. The results show that education outreach, election transparency, and voting convenience boost public trust in democratic institutions. Perceived electoral integrity mediates trust and transparency, demonstrating voters' views of voting fairness and reliability. The media effectively moderates civic involvement and institutional transparency, boosting trust results. The results demonstrate that individuals with a good education and awareness of open processes and ethical reporting are more inclined to trust their democratic government. The study recommends short-term procedural openness and voter education. Reforming institutions, expanding media literacy and civic education, and utilizing technology to enhance accountability and justice are medium- and long-term objectives. Working collaboratively to secure election integrity may boost public confidence and democratic resilience in South Asia and abroad.