Social Media’s Role in the 2024 Pakistani Elections: An Agenda-Setting Perspective

Sundas Jabeen  Mirza; Bushra  Maryam; Farhad Ali  Tamour

doi:10.63056/ACAD.004.02.0281

Authors

Sundas Jabeen Mirza MS Scholar, Riphah Institute of Media Sciences, Riphah International University, Islamabad, Pakistan Author
Bushra Maryam M.Phil Scholar, Communication & Media Studies, University of Sargodha, Pakistan Author
Farhad Ali Tamour PhD Scholar, Media Studies, Riphah International University, Islamabad, Pakistan Author

DOI:

https://doi.org/10.63056/ACAD.004.02.0281

Keywords:

Social Media , Pakistani Election 2024 , Agenda-Setting , Media Role

Abstract

The 2024 general elections in Pakistan marked a significant shift in political communication, with social media emerging as a powerful force in shaping public discourse. This paper analyzes how social media platforms acted as agenda-setters in an environment where traditional media was constrained by censorship and state control. Drawing upon Agenda-Setting Theory, the study explores how digital platforms like Twitter, YouTube, and TikTok influenced issue salience, guided public debate, and reshaped political engagement. Using the 2024 Pakistani elections as a case study, it highlights how political actors and grassroots users leveraged social media to circumvent restrictions, mobilize voters, and set political priorities. The analysis reveals the dual nature of digital media as a space for democratic expression and a battleground for narrative control.