Media influence on public opinion during the 2024 general elections in underrepresented and politically volatile regions of Khyber Pakhtunkhwa (KP)

This study examines the role of media in shaping public opinion during the 2024 General Elections in politically marginalized and unstable districts of Khyber Pakhtunkhwa, Pakistan—specifically Kurram, Mohmand, Bajaur, Waziristan, and Orakzai. Drawing on Agenda-Setting and Framing theories, the research investigates how media exposure, content framing, and perceived media credibility influence political awareness and voting behavior. A quantitative survey of 204 respondents was conducted using quota-guided convenience sampling to ensure representation across all five districts, and statistical analyses, including correlation and regression, were applied. The findings reveal a strong positive relationship between media exposure and political awareness, significant effects of media framing on voting preferences, and an important role of media credibility in fostering trust in democratic processes. Open-ended responses further highlighted challenges such as biased reporting, regional neglect, misinformation on social media, and the underrepresentation of women and youth. By addressing the gap in scholarship on media influence in underrepresented regions, this study offers practical insights for policymakers, journalists, and civil society actors seeking to strengthen informed democratic participation in fragile political contexts.