PTI TWITTER FRAMING OF “NAYA PAKISTAN” AND YOUTH ELECTORAL MOBILISATION IN THE 2018 GENERAL ELECTIONS

Authors

  • Sara Rehman Author
  • Sikandar Naeem Author
  • Zoraiz Ali Khan Author

Abstract

This research examines the Pakistan Tehreek-e-Insaf (PTI) strategic utilization of Twitter for spinning the story of “Naya Pakistan” and activating Pakistani youth in support of the general elections 2018. Utilising a qualitative content analysis of PTI's official Twitter account and associated hashtags, the paper reveals how framing strategies inform and influence youth electoral participation. The report concludes PTI employed emotional appeal, aspirational communication and a narrative of the systemic change to connect with youth. These tactics, in conjunction with the party's pioneering digital outreach, played a critical role in winning over first-time voters and ensured PTI was the most popular youth-oriented party this election. The results emphasize the transformative impact of new media on contemporary electoral competitions, and stress that political institutions need to interact with younger people through social networks.

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Published

2024-08-15

Issue

Vol. 1 No. 2 (2024): University of Swat Journal of Humanities and Social Sciences

Section

Articles

How to Cite

PTI TWITTER FRAMING OF “NAYA PAKISTAN” AND YOUTH ELECTORAL MOBILISATION IN THE 2018 GENERAL ELECTIONS. (2024). University of Swat Journal of Humanities and Social Sciences , 1(2), 30-42. https://kjhss.com/index.php/1/article/view/6