FROM AGENDA BUILDERS TO DIGITAL FRAMES: ANALYZING THE EVOLUTION OF MEDIA NARRATIVES IN PAKISTAN USING COMPUTATIONAL TEXT ANALYSIS

Abstract

This study investigates the evolution of media narratives in Pakistan from traditional agenda- setting to contemporary digital framing, utilizing a computational text analysis approach. Drawing upon agenda-setting and framing theories, the research explores how political, social, and cultural issues are represented in both traditional print media and social media platforms from 2008 to 2024. By employing Structural Topic Modeling, sentiment analysis, and network analysis on over 100,000 digital posts and 2,500 traditional news articles, the study reveals distinct shifts in narrative formation, tone, and thematic focus. Traditional media adhered to institutional stability and elite-driven discourse, while digital media exhibited emotionally charged, diverse, and user-generated frames. Hashtags functioned as connective action mechanisms, allowing decentralized discourse to emerge in real-time. The findings underscore a democratization of media framing, marked by increased audience agency and the influence of algorithms. The study offers significant theoretical contributions to communication research and practical implications for journalism, policymaking, and digital activism in Pakistan.