Social Science Review Volume 4, Issue 1, June 2018 ISSN 2518-6825 29 Impact of Political Communication on the Voting Behavior of Youth of Lahore Arsha Saleem Meer 1 & Dr Zahid Yousaf 2 Abstract The study aims to investigate the Impact of Political communication on the voting behavior of youth of Lahore. Political communication is a procedure that incorporates political foundations and performing artists, the news media and, vitally, residents. Each demonstration of political correspondence created by parties, intrigue gatherings, or the media is intended for nationals, to advise them, to impact them. It is the cooperation between these three gatherings that issue in political communication. Inside governmental issues, correspondence streams move in numerous ways: descending from overseeing specialists to nationals, on a level plane between political performers, including news media, and upward from subjects and gatherings to the political establishments. The researcher intends to explore the impact of political communication on the voting behavior of youth. Through using, survey method as a tool for data collection. The researcher selects the sample from population through convenient sampling. The sample size of this research was 500. The responses have gathered through close-ended questionnaires in the survey. This study has suggested two hypotheses, i.e. H.1 Political communication is a major source of awareness regarding political parties and their manifesto among youth. H.3 Awareness and positive attitude created through Political communication is expected to affect the voting behavior of youth. The hypothesis has tested by applying statistical methods. The Chi-Square test has applied which showed the significant results. The findings revealed that through political communication, youth formed the attitudes, make opinions and change their voting behavior in elections. Introduction The classification of contemporary societies as ―information societies has become ordinary place; in general, all societies are embrace by communication, as all social processes are performed by exchanging of information. But more than always before, the control of dissemination of information and communication has become an essential determinant of political power and social formation‖ (Salvaggio, 1989; Bell 1973). Failure and success of individual and communal candidates like depend gradually more on their aptitude to communicate well. Perhaps most comprehensive definition of what political communication comes from Franklin, 1995. ―The field of political communication studies the relations between media and political systems, locally, nationally, and internationally. Franklin argued that political communication emphasis on the analysis of (a) the political material of the media; (b) the actors and agencies involved in the production of content; (c) the effects; (d) the impact of the political system on the system of media; (e) and, the other way about, the impact of the media system on the system of politics‖ (Franklin, 1995; p.255). The main emphasis of political communication is mostly on the association involving politicians, voters and the media. The study examines impact of political communication on the voting behavior of youth. 1 Teaching Assistant Mass Communication Department, Lahore College for Women University, Lahore, Pakistan & PhD Scholar Center for Media and Communication Studies, University of Gujrat, E-mail: arsh_meer@hotmail.com 2 Associate Professor & Head of Department, Center for Media and Communication Studies, University of Gujrat. E-mail: zahid.yousaf@uog.edu.pk