Mainstream media and social media news consumption patterns of youth in Lahore Pakistan

Abstract

The study investigates news consumption patterns among Pakistani youth in Lahore, utilizing the Uses and Gratification theory. A quantitative approach with a sample of 275 university students aged 15 to 24 was employed. The survey, conducted through an online Google form, focused on political news and entertainment news across mainstream and social media. Findings indicate a significant shift towards social media, with 78% of youth using it for social interaction, surveillance, knowledge, and entertainment. Traditional media, including newspapers and radio, is declining, with only 20% relying on them. Television remains popular, with most youth watching from 8:00 to 10:00 p.m. for information and entertainment. Social media is preferred for educational searches, and youths leverage information from various media for business discussions. The study underscores the evolving media landscape and changing preferences among Pakistani youth.