POLITICS, PROTEST, AND POSTS: USAGE OF X (TWITTER) BY PAKISTAN’S MOIB TO NAVIGATE POLITICAL TURMOIL

Abstract

The MoIB has been actively using Twitter, there is little research on how it functions at politically charged times. How strategic are its messages? What does it do with counter-narratives and misinformation? Above all, what is the reaction of the population? As the months of April and May 2025 were politically tense with unrest and uncertainty, one must look at the communication style and influence of the Ministry during the period. Through this study the use of a digital platform of X (Twitter) is examined via Pakistan’s Ministry of Information & Broadcasting (MoIB) official X account during the month of April and May 2025. It was noted that MoIB uses X to shape political narratives and manage public communication in times of crisis. By using Agenda-Setting theory as a guiding framework and a quantitative content analysis method, the study categorized MoIB’s tweets by tone (positive, negative, neutral, or mixed), theme (such as political unity, criticizing the opposition, or highlighting government achievements), and engagement metrics (likes, retweets, and views). The findings show that the ministry largely adopted a positive or mixed tone in its messaging, with a strong emphasis on national unity, coordinated government efforts, and crisis response. It was found that, tweets that addressed broader national issues or conveyed reassurance tended to generate more engagement, although the link between tone and engagement wasn’t statistically significant. Further analysis using cross-tabulation revealed that different themes influenced public interaction, offering a clearer picture of what kind of content captures public interest. The study underscores X (Twitter)’s strategic role in political communication and points to the need for more open, engaging, and responsive digital governance.