DefinePK

Abstract

General Election 2024 (GE 24) in Pakistan is considered as another controversial election due to several reasons ranging from rigging, security issues, internet outages to procedural irregularities. Despite the efficient and effective management of the Election Commission of Pakistan (ECP), the elections are considered a critical turning point in the country's botched democratic history. This research paper is an attempt to explore and analyze that how did Pakistani political parties used Facebook as a tool of their political canvasing before the start of election. Researchers intended to explore and analyze that how did the Pakistan Tehreek-e-Insaf (PTI), Pakistan Muslim League- Nawaz (PML-N), Pakistan Peoples Party (PPP), Jamiat Ulema-e-Islam (HUI-F), and Jamaat-e-Islami (JI) used their Facebook pages for creating awareness among their voters, for voting instructions, and for their political canvassing. The researchers developed a thoughtful coding sheet, conducted a qualitative content analysis and found that all major political parties in Pakistan used Facebook as an active and reliable platform to disseminate their political manifestos and mobilized their political vote base before GE 24. Overall, the material circulated by these political parties emulates a complex approach to voting engagement, including up-to-date information, enrolment struggles and emotional appeals, with varying degrees of divisiveness and ideological positioning. While PTI focused more on voter awareness and political victimisation, PML-N focused on its development projects, PPP highlighted its liberal and people-oriented policies, JUI-F emphasized its mass gatherings, and JUI emphasized the elimination of corrupt systems from Pakistan.