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Title THE ROLE OF SOCIAL MEDIA AS TOOL OF POLITICAL COMMUNICATION IN ENHANCING POLITICAL MESSAGE: A COMPARATIVE STUDY OF POLITICAL PARTIES IN PAKISTAN

Author(s) Mr. Muhammad Shabbir

Abstract Social media platforms are increasingly used for political news and information by adults in the United States, especially when it comes to election time. Over the last decade, extensive literature has been published regarding social media effects on real-life political participation. Many argue that social media stimulates online and offline political participation. With the development of new media technologies, Twitter and Facebook have become increasingly popular social media tools employed in today's political process for connecting, communicating, and disseminating information in the public realm. It is a channel of two-way communication facilitating increased political participation, allowing political Message to go through without any boundaries and editorial policy filters unlike traditional media. Through a comparative analysis of selected political parties in Pakistan (PML (N), PPP & PTI), the primary objective of this research is to explore the role of social media based political communication in boosting political Message. New media allows political players, media actors, and individuals to actively participate and interact directly on Facebook pages or through Twitter accounts by passing media as gatekeepers. Therefore, it is aimed to carefully ascertain the critical role of social media in political communication. This thesis also tends to explore how and why social media has earned power regarding political communication and how it is strengthening the democratic process in Pakistan. The conceptual framework developed in this thesis is based on emerging theories of social media logic and gratification theory which allow us to conduct an analysis how political communication occur on social media. A mixed method study with both qualitative and quantitative data collection techniques was carefully chosen. The data is compiled, presented and analyzed for interpretation of results on the basis of which conclusions have drawn how political parties in Pakistan are using social media and then recommendations how this new media can be used for meaningful and effective political communication in future.

Type Thesis/Dissertation MS

Faculty Management Sciences

Department Governance and Public Policy

Language English

Publication Date 2022-01-25

Subject Governance and Public Policy

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