THE ROLE OF SOCIAL MEDIA INFOTAINMENT IN POLITICAL POLARIZATION AMONG YOUTH IN PAKISTAN

Abstract

This study explores the role of social media infotainment in contributing to political polarization among youth in Pakistan. In an era dominated by digital communication, social media platforms have become key sources of information and entertainment, shaping 
political perceptions and attitudes. The research examines how infotainment—content that blends information with entertainment—affects the political views of young people, fostering divisions along ideological lines. Through a combination of surveys, interviews, 
and content analysis, the study investigates how social media platforms like Facebook, Twitter, and YouTube influence the political engagement, opinions, and polarization of Pakistani youth. Findings suggest that infotainment-driven content not only reinforces 
existing political beliefs but also deepens ideological rifts, leading to heightened polarization among young users. The paper further discusses the implications of these trends for democratic engagement, public discourse, and the future of political culture in Pakistan. This research contributes to understanding the intersection of media, politics, and youth culture in the digital age