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Ethnographic Study of Voting Behaviour of Youth (Part-12)

Ethnographic Study of Voting Behaviour of Youth (Part-12)

1.1           Diffusion

In anthropological terms the diffusion is defined as, “borrowing of traits between cultures”.

The diffusion is a process of exchanging cultural traits among the different societies of the world. It can be enforced by the dominant cultural group to the weak cultural group. It can be indirect and direct way of transferring the cultural traits in the context of anthropology.

Interactive and electronic mass media is playing role in the diffusion of political activities. Through this, social movements get importance to their agendas and put pressure on the responsible authorities. It also highlights the political problems in the society for the time and space. Political movements get power through mass media.

Mass Media provides help in understanding the political issues and their solutions for a specific society. It has a lot of positive aspects which can be mentioned that it is a source of interaction among various parties to solve the problems of the society. Different people with various ethnic groups, ideologies and cultures meet together at a single plate forum to understand and explain their challenges.

It is notable that mass media is a place for sharing of opinions, ideas, cultures, reforms, changes, and innovations of societies as well as cohesion. Political instability is also highlighted by the mass media and the shortcomings of the parties can be discussed. It is a source of learning and judging the facts and figures of the society in which economic, political, social, judicial, religious, cultural and environmental changes can be examined and analyzed.

Mass media is used for dissemination of new reforms in the society to provide awareness to all citizens of the country. The cheapest way of getting knowledge from variety of sources can be found in the programs of mass media in full detail. The harmony among different sects living in same society can be brought with the help of mass media.

Misfortunately, mass media has negative aspects in the society. It can spread wrong and subjective opinions to create instability and disorder in the society. The formation of fragments and hyperbole can be the unethical practices of mass media.

With the undeniable contributions of the mass media the political socialization is enhancing in the society. The most of the people are known to certain social and political phenomenon. The processes of social change are occurring through mass media and it is influencing senior citizens of the country and the young people.

Political debates, news bulletins, live coverage programs, and Jirgas are the main sources of information and political socialization. From the birth to death every individual of the society learns and faces changes in every aspects and things of his life. Mass media is performing the role of acculturation in the society. That is why the voting behaviour in Youth is influenced by the mass media.

Mass media mobilizes the civil society to stand against injustice in the country. Social movements get power through it because in Pakistan mass media is vibrant and there is freedom of expression. It also gives guidance to the government and the public about the solutions and problems of the country. If there is injustice the media power can perform its role in coping with the injustice.

Corruption is also another monster in the progress of the country. When people get in corruption then there will be the injustice in the society and the injustice leads to social and political disorder in the country. The Youth of Pakistan is highly active, improving, developing, progressing, learning and contributing in the country due to the force and power of mass media.

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