ROLE OF SOCIAL MEDIA IN DETERMINING THE POLITICIANS’ ACCOUNTABILITY IN PAKISTAN

Abstract

This research investigates the role of social media for determining the accountability of politicians. This is hypothesized that the social media plays a significant role in laying the grounds for politicians’ accountability. The sample for the current research consists of 120 both professionals from different work sectors of Gujranwala city with age range of 20 to 60 years. The measures for collecting data included indigenous demographic information sheet, and scale for social media usage and public accountability. The data was analyzed through SPSS. Findings reveal that usage of social media cannot determine the public accountability. Pearson correlation test indicate that social media exposure does not correlate with accountability. The findings carry significant implications for strengthening democracy in Pakistan.