Abstract
This research adopts an empirical focus as it seeks to gather and analyze real-world data to understand the factors shaping voter decision-making in Sri Lanka’s General Election 2024. By using a mixed-methods approach, the study combines qualitative phenomenological research (gathering insights from voters through interviews, observations, and participatory engagement at political rallies and campaign events) with quantitative surveys (using tools such as the 13-item Political Decision-Making Scale to measure decision-making styles across a representative sample of voters).
The empirical nature of this research is evident in its aim to observe and collect data on actual voting behavior, rather than just relying on theoretical concepts. The qualitative data will help uncover personal experiences, perceptions, and motivations behind voter decisions, while the quantitative data will provide measurable patterns and correlations between socio-political factors (such as economic crises and social media influence) and voting behavior. The use of real-world surveys and interviews ensures that the study captures actual trends and practices within the context of Sri Lanka’s rapidly changing socio-political landscape.
Additionally, the study will analyze these findings against established theoretical frameworks like Public Choice Theory, Decision-Making Theory, and Political Communication Theory, blending empirical data with theoretical insights. This approach not only provides a grounded understanding of voter behavior but also contributes to theoretical refinement by testing established models in the context of a post-crisis election. Thus, the research is inherently empirical, aiming to generate new insights into voter dynamics in Sri Lanka while contributing to broader academic and policy discussions.
Presenters
Pradeep Nishantha WeerasingheSenior Lecturer in Mass Media, Department of Mass Media, University of Colombo, Colombo, Sri Lanka
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Voter Decision-Making, Political Ideology, Social Media Hegemony, Social Media Manipulation
