Political Memes in Shaping Public Opinion of Pakistani Youth

Abstract

This study investigates how political memes influence Pakistani youth attitudes and engagement, notably around the 2024 general elections. It examines meme consumption, interaction, and its effects on political engagement using a quantitative survey methodology. Crosstabulations, Spearman's Rho correlation, one-sample t-tests, and reliability testing (Cronbach's Alpha) were used to analyze the data. The findings highlight the entertainment potential of memes by demonstrating that the most popular and active ones are satirical and humorous. According to the study's findings, political memes are a powerful tool for today's political communication that can affect public opinion and voting behavior. It highlights the power of creating memes ethically and the significance of teaching young people about how memes may affect their political opinions.