Analyzing the Effects of Twitter on Electronic Media A Study of By-Elections 2022 in Pakistan

Abstract

This research examines the impact of Twitter on electronic media in Pakistan during the by-elections of 2022. The study specifically focuses on the strategies utilized by political personalities, such as Imran Khan and Maryam Nawaz, to shape public conversation. Twitter, a highly influential social media tool, exerts significant influence in shaping public opinion and setting the agenda. This study uses agenda-setting theory to examine the impact of Twitter debates during the by-elections on the public's perception of prominent themes. This study explores eleven main themes, which include political issues and socio-economic factors. These themes contain topics such as "Lifafa Journalism," "Imported Government," "Lawlessness," and "Inflation." This study conducts a thorough examination of Twitter engagement, uncovering discrepancies in the frequency of tweets and accompanying media coverage received by Imran Khan and Maryam Nawaz on four prominent news networks. It is worth mentioning that Maryam Nawaz's tweets have a notable prevalence, particularly about topics such as "Harsh Language" and "Incompetent Government." On the other hand, Imran Khan's influence is evident in thematic domains such as "Imported Government," "Inflation," "Regime Change," and "Haqeeqi Azadi." The analysis of media coverage reveals that Imran Khan's tweets garnered significant visibility across many thematic categories, particularly on prominent news channels like as ARY News, Geo News, Sama News, and Dunya News. In contrast, the tweets of Maryam Nawaz received considerable attention, namely from Geo News and Dunya News, illustrating the varied media strategies utilized by each leader.