Cross-sectional survey design was used as methodological design in this study. Population of study was the university students of Pakistan. A sample of 420 subjects was selected through cluster sampling technique. Five clusters of universities were made on the basis of provinces; Punjab, Sindh, Khyber Pakhtunkhwa, Balochistan, and Islamabad capital territory. Data was collected from students of: Quaid-e-Azam University, Islamabad; University of Gujrat, Punjab; Government Collage University, Punjab; Punjab University, Punjab; University of Karachi, Sindh; Behria University, Sindh; Peshawar University, KPK; and University of Balochistan. Sample distribution presents in table 1.

Table 1. Sample Distribution

Measures of Study

Demographic Information Sheet

Respondents were asked questions about their demographic information, including; gender, province and institutional affiliation.

Scale for Media Exposure

Media exposure was operationalized as the people consuming habits of media, including electronic media, and online media. A 10-item scale was developed to measure media exposure. Respondents opinion were measured at five-point Likert scale, ranging from strongly agree to strongly disagree. Items were about; watching news bulletins, political discussions, political content, talk shows, watching campaigns of political parties, use of social media for political information, political discussion and vote casting awareness. Cronbach alpha reliability was obtained 0.87.

Scale for Selective Exposure

Selective exposure was operationalized as the respondents’ tendency towards likeminded media content. It was measure through 5-item scale. Responses were measured at five-point Likert scale. Ranging from strongly agree to strongly disagree. Items were about; watching favorable information and supporting information towards specific political party. Cronbach alpha reliability was 0.72.

Scale for Diverse Exposure

Diverse exposure was operationalized as the respondents’ tendency towards contradictory media content to specific party. It was measure through 5-item scale. Responses were measured at five point Likert scale. Ranging from strongly agree to strongly disagree. Items were about; watching unfavorable information and exposure towards information against respondent’s specific political party. Cronbach alpha reliability was obtained 0.73.

Scale for Political Polarization

Polarization was operationalized as the respondents’ consistent attitude towards specific political party. It was measured through 15-item scale. Responses were measured at five point Likert scale. Ranging from strongly agree to strongly disagree. Items were about; strong political association, affiliation, blind following, family party, rational analysis of party, defending political party, vote casting to same party, less inclination towards other parties, persuading others to specific party, and changing political affiliation. Cronbach alpha reliability was obtained 0.78. For data analysis and results, we used descriptive and inferential statistics by using SPSS version 20.

The present study found that educated youth of Pakistan has become very democratic oriented in their media exposure (Table 2). Youth of Pakistan does not only tend towards selective media messages, but also get themselves exposed to diverse exposure (Table 2). In this way, it is argued that media in Pakistan is promoting democratic values among university students. It is playing crucial role in strengthening democracy in Pakistan. Hence H1a and H1b are supported. It implies that Pakistani media has become pluralistic and it is promoting the political messages of all the political parties in an effective way. People are getting not only the like-minded messages but also the messages of the other political parties.

Table 2. Descriptive Statistics of Scales

Further this study highlights that selective as well as diverse exposure are high among university students and they have become more polarized (Table 2). Political polarization among university students correlates with selective exposure and diverse exposure (Model 1). Therefore, regression analysis was executed to further validate the best predictor of political polarization in university students. Results indicate selective exposure as the best predictor of polarization, and diverse exposure as the second predictor of polarization (Table 3, Model 1). In this way, it is argued that media exposure in Pakistan has become selective and partisan based. This selective mechanism is influencing polarization patterns among youth. As it has been previously argued that selective exposure promotes political polarization (Arceneaux et al., 2012; Fischer & Greitemeyer, 2010; Garrett, 2009; Iyengar et al., 2008; Messing & Westwood, 2012; Sears & Freedman, 1967; Stroud, 2008; Valentino et al., 2009). Hence, H2 is supported that selective exposure of media is the best predictor of political polarization of Pakistani youth.

Table 3. Predictor of Political Polarization among the University students of Pakistan

a. Dependent Variable: Political Polarization Scale

However, findings also claim that media in Pakistan is not only reinforcing existing attitudes, but also providing opportunities towards diversity of views. Selective exposure and diverse exposure go side by side as it was found in previous studies (Conover et al., 2011; Gruzd, 2013; Valentino et al., 2009). This is a healthy indicator for working democracy in Pakistan.

Relationship of Media Exposure, Diverse Exposure, Selective Exposure and Political Polarization among University students

** Significant at 0.01 level

* Significant at 0.05 level

Furthermore, study found that significant gender differences exists in media exposure of respondents. Independent sample t-test indicates that male respondents’ media exposure is higher than female respondents (Table 4). It shows that women interest in political news and their media consumption is still relatively low in Pakistan. Policy makers must strive hard to bring equality in political participation of women.

In sum we can conclude that youth in Pakistan is actively seeking political information not only relevant to their predispositions, but also they are diverting towards diverse views and opinions. Most of the youth is inclined towards selective messages of media, which leads them towards strong polarization. On the other hand, youth is also inclined towards diverse views on media which results in decline of polarization among them.

Table 3. Gender Differences in Democratic Orientation, Media Exposure, Selective Exposure, Diverse Exposure and Political Polarization among the University students.

The present study strongly argues that media exposure is bringing awareness in the society of Pakistan. The findings of the study state that diversity of media landscape have changed the prior trends of selective exposure and people go for contradictory arguments which increase their knowledge. There not only is an acceptance of the views which reinforce the public’s beliefs, but counter attacks on political parties are also acceptable. Electronic and social media expose all kinds of investigative reports and it seems attractive. Youth of Pakistan tends to expose themselves to all kinds of news to get diverse knowledge. Education, media and emerging political parties have changed the concept of politics in Pakistan. In the political system of Pakistan, the trend of right wing and left wing allies have been demolished and a good debate within right and left wing has been started on performance and ideology. The mentality of the youth of Pakistan has been changed. With the presence of sound and moderate public opinion, a healthy democracy emerges.