POLITICAL CANVASSING IN THE DIGITAL AGE: ANALYZING THE USE OF FACEBOOK BY MAJOR POLITICAL PARTIES IN PAKISTAN DURING THE 2024 GENERAL ELECTIONS

Abstract

Like many other domains of mass communication, political communication in the world has been significantly reshaped by digital transformation. This ongoing digital revolution has challenged scholars to revisit and reformulate traditional theories of mass communication, political communication, and the public sphere. One of the prominent theoretical propositions is the Networked Public Sphere Theory (NPS) proposed by Yochai Benkler (2006) and later expanded by Manuel Castells (2012). This framework suggests that social media platforms, such as Facebook, facilitate decentralized and participatory political engagement by enabling users and political actors to create, distribute, and respond to political content in real time. Grounded in this theoretical perspective, the present study explores the empowering and constraining dynamics of Facebook as a tool of political canvassing during Pakistan's General Elections 2024. For analytical clarity, political canvassing as a construct in this study is categorized into three thematic concepts: general information/awareness, voting instructions, and political polarization. The study examines Facebook posts published on the official pages of five major political parties—Pakistan Tehreek-e-Insaf (PTI), Pakistan Muslim League-Nawaz (PML-N), Pakistan Peoples Party (PPP), Jamiat Ulema-e-Islam-Fazl (JUI-F), and Jamaat-e-Islami (JI)—during the two weeks preceding the election (January 24 to February 7, 2024). The findings reveal that PTI, PML-N, and PPP were substantially more active on Facebook compared to JUI-F and JI. While most parties focused their content on general political awareness and polarization, PTI distinguished itself by emphasizing voting instructions and electoral guidance. This shift in focus is attributed to PTI’s confrontational stance with state institutions and its marginalized position during the electoral process. The dominant narrative on PTI’s Facebook page centred on mobilizing support against perceived fascism and lawlessness, often linking the act of voting to the release of its incarcerated founder, Imran Khan, and other party leaders.