Patterns of Political Perceptions, Attitudes and Voting Behaviour: Influence of Media

This study is conducted to measure the influence of media over the voting behavior of electorates. As the population of Pakistan consists of rural and urban areas therefore sample has been taken from both areas with an assumption that rural areas are less influenced by media as compared to urban and so there would be certain specific patterns being practiced by both sides. A convenient sample of 100 respondents was collected from the two sides with equal representation of both and a well-structured questionnaire was administered using face to face data collection technique. The findings reveal that majority of the people in rural area vote on the basis of personality and „biradari‟ while in urban area majority of people tend to vote on the basis of performance and policy.