This study explores the relationship between consuming Pakistani
TV political programs and media malaise to shape external
efficacy among University students of Lahore. This study assumed that
entrainment and talk shows make students cynical, distrustful and pessimistic;
commonly known as media malaise which causes them to affect their external
efficacy. Media malaise has been measured with two indicators namely cynicism
and political participation. Students of two public sector Universities from Lahore
city were taken as population and survey method was applied to get students
responses. Data analysis (N=758) shares an interesting result, that there is a
positive relationship between consumption of infotainment shows and media
malaise, which shows that political programs are making students cynical,
distrustful and pessimistic about the political milieu. This hypothesis was also
accepted that media malaise effects reduce the external efficacy of students by
making them distrustful about the political environment of the country
1-Amber Mubeen: PhD Scholar, Institute of Communication Studies,University of The Punjab, Lahore, Punjab, Pakistan. 2-Noshina Saleem: Professor,Institute of Communication Studies, University of The Punjab, Lahore, Punjab, Pakistan.3-Faiza Latif: Assistant Professor,Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.
Cynicism, External Political Efficacy, Media Malaise, Political Participation.