Understanding Voter Motivations and Campaign Priorities for the 2024 Elections in Pakistan

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The year 2024 marked a crucial moment for democracy, with over 70 nations holding national elections, accounting for more than half of the global populace. This historic election year included nearly two billion eligible voters. This study examines voter behaviour and campaign priorities during the general elections in Pakistan in 2024. It emphasises key factors affecting voter behaviour, such as political instability, economic pressures, and evolving media consumption habits. Additionally, it evaluates the influence of media, particularly digital and social platforms, on the wider socio-political landscape impacting electoral outcomes. The research used a quantitative approach, employing a structured questionnaire distributed through Google Forms in January 2024, one month before the elections in Pakistan scheduled for February 8, 2024. The survey gathered feedback from a total of (n=245) individuals. The questionnaire comprised various sections addressing all critical components of voter behaviours and electoral engagement, incorporating both open-ended and closed-ended questions. After data collection, descriptive statistical methods were used to identify significant trends and patterns. The Study concluded that social media is increasingly a key source of political information and campaign engagement. Platforms like Facebook, TikTok, and YouTube have become major forums for political discourse, especially among younger voters. However, traditional campaign strategies, such as public rallies, grassroots efforts, and the influence of family and community, remain significant, particularly in rural areas. The study underscores crucial voter motivations, such as a strong desire for governmental change, concerns about economic uncertainty, and a preference for candidate integrity over party loyalty. Voters prioritise economic improvement and job creation, education reform, social welfare initiatives, and healthcare advancements. Additionally, trust in the electoral process is critical, with transparency, political interference, and institutional credibility influencing voter participation. This research provides important insights for policymakers, electoral bodies, and political strategists by analysing youth engagement, media effects, and policy priorities. It advocates for strengthening democratic engagement through increased electoral transparency, digital literacy initiatives, and inclusive political campaigns. These findings contribute to the broader discourse on voter behaviour in developing democracies and suggest directions for future electoral reforms in Pakistan.