Social Media and Democracy: Facebook as a Tool for the Establishment of Democracy in Pakistan July – Sep 2021 [ 155 ] International Research Journal of Management and Social Sciences Social Media and Democracy: Facebook as a Tool for the Establishment of Democracy in Pakistan Hassan Bakhsh Noonari * Syeda Aliya Fatima ** Dr. Muhammad Munir Ahmedani *** Abstract This study investigates and describes the utilization of one of the Social Media’s platform Facebook, which is a helpful tool for the establishment of democracy with in a state and political involvement in the general election of Pakistan. The study examines the opinions and political efficacy of the Facebook members and groups whose discourses about the democracy and general election system of Pakistan are becoming popular. The topic was chosen as the relevance of the establishment of democracy and political participation to Facebook opinions and discussions about Pakistani democracy and political participation among the Pakistani people of different age groups, gender and qualification. The thesis consists of mixed methods, applying both quantitative and qualitative. The sample size is 247 out of population 455. The instrument as questionnaires was measure of opinions of the respondents. Hypotheses were tested and found positive as the findings of this learning. This finding would contribute to determine the positive role of social medial platform Facebook role in the establishment of democracy and political participation in Pakistan. Keywords: Democracy, Political efficacy, social media, Facebook, Pakistan, Political Participation, Political Parties, Pakistani Politicians. 1. Introduction In the last decades of 20 th Century internet stood familiar among common men, and now it has penetrated in almost all societies of the world. It has proved itself to be a very useful innovation in multiple ways. The most important entity that came into creation by means of cyberspace to community is social media. Social Media has created modern means for people’s communication. Usage of social media these days, is not only conserved for discussion of family events but also utilized for sharing of photographs and videos, moreover, it can actually create a history and make differences in actual world. Pondering not many platforms of Social media, for example, Facebook and Twitter. Facebook is by all accounts most unmistakable nowadays and is a noteworthy foundation of Social Media, the site was made by understudy of Harvard, Mark Zuckerberg in 2004 as a stage where loved ones get associated. First and foremost, it was applied by secondary school and afterward understudies, later in 2012 Facebook developed and earned 845 million dynamic clients all around. The utilization of Social Media developed by practically 56% of purchasers having multi-profiles in 2016 to the normal customer referring to utilization of in excess of four diverse Social Media stages in 2018 (Duggan & Page, 2016; Smith & Anders & Caiazza, 2018). According to Flew (2002), the standard of communication has modified from traditional means that ensures the communication by means of Telephone, Letters and Newspaper; to innovative media which includes, social networking sites and mobile phones. Specifically, * Lecturer in Political Science, Government S.S.Arts & Comerce College, Hyderabad. ** PhD Scholar, Department of Education, Greenwich University, Karachi. *** Associate Professor of Commerce Government Boys Degree College Kohsar, Latifabad, Hyderabad. Open Access International Research Journal of Management and Social Sciences ISSN (ONLINE): 2710-0308 ISSN (PRINT): 2710-0316 IRJMSS, Vol: Vol: 2, Issue: 2, July to September 2021 DOI: 10.53575/irjmss.v2.2(21)14.155-174 www.irjmss.com