Abstract
The mushroomed growth of private news TV channels and speedy
diffusion of social media in Pakistan has provided many options for
the Pakistani youth to get information from different media sources.
This study explores primary information sources of Pakistani youth,
their information seeking habits, media reliance and believability on
the medium. The data collected through survey method suggests
that the primary source of the majority of Pakistani youth is social
media as they consider it to be more credible than the mainstream
media. They primarily use social media to seek political
information. The findings of this study suggest the policy makers,
advertisers, media strategists, political parties and media content
producers to be vigilant for media consultation and consumption
patterns among youth.
Wajid Zulqarnain, Taimur-ul-Hassan. (2016) Media Reliance and Information Seeking Habits of Pakistani Millennial, Journal of Media Studies, Volume 33, Issue 1.
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