BUILDING TRUST OR DOUBT? MEASURING USES OF INFORMATION SOURCES AFFECTING TRUST IN CONTESTING POLITICAL PARTIES BEFORE ELECTIONS 2024 IN LAHORE

Abstract

Trust in politics and the political parties is essential for a sustainable democracy in a country, and dependence on information sources may affect trust or doubt in these institutions. This study triangulates and extends media dependency theory, video malaise theory, and virtuous circle theory to propose a theoretical framework. The objectives of the study were to find the uses of information sources, and the effects of information sources on the trust in contesting political parties near the elections of 2024 in Pakistan. The population for the study was youth in Lahore. By using purposive sampling techniques digitally privileged and educated youth were selected from educational institutes in Lahore. A quantitative approach was adopted, with a sample of 269 university students. Data was collected through a survey, and Pearson correlation and multiple regressions were applied using SPSS. Findings support the virtuous circle theory in the context of dependency on traditional mass media, specifically Geo News. Students who rely on Geo News are more likely to trust political parties such as the Pakistan Muslim League Nawaz (PML-N) and Pakistan People’s Party (PPP). Conversely, findings also align with the video malaise theory, as students who rely on social media for news—particularly for information and entertainment—exhibit lower levels of trust in PML-N and PPP. This study highlights the role of media dependency in shaping political trust, with theoretical implications discussed in detail. These findings contribute to understanding the influence of media and information sources on political perceptions in a critical electoral context.