SOCIAL MEDIA AND PTI’S ELECTION CAMPAIGN, A CASE STUDY OF KPK

OR
PTI’s DIGTAL CAMPAIGN IN 2024 ELECTION, A CASE STUDY OF KPK

CHAPTER 1
1.1. ABSTRACT
This research is an account of the PTI (PAKISTAN TEHREEK-E-INSAF) digital election
campaign 2024. For the study I have analyzed the social media platforms YouTube, Facebook,
Twitter(X), and WhatsApp. PTI have employed a comprehensive strategy for their digital
election campaign where they have used the above-mentioned social media platforms to their
advantage. PTI was able to win 2/3rd majority in the provincial assembly of KPK and won the
majority of national assembly seats from the same province. Due to the precarious situation
before election like the electoral symbol “BAT” of PTI was ruled out by Election Commission of
Pakistan (ECP) and PTI candidates contested the election as independents and the ban on their
political gathering was imposed and their leader Imran Khan was in prison but due to these
hardships PTI was able to win comprehensively in KPK. It is all due to their digital election
campaign in 2024.

1.2. INTRODUCTION
Pakistan history is turbulent if we see it through the lens of democracy. Pakistan has seen 33
years of military rule in its history. Pakistan came into the democratic process in 2008 since then
democracy has remained on its path. 2024 election marked the transition for the third time
consecutively that the government is passed from one democratically elected government to
another civilian government. Although it cost Pakistan six prime ministers where no one was
able to complete their five years term in the office and the latest was PM Imran Khan who
became the first PM in the history of the country who was ousted from the office through vote of
no confidence in 2022.

1
The electoral campaign of most of the political parties PPP, PMLN, MQM, JUI is based on the
old traditional methods like public rallies. Public rallies which are locally known as “JALSAS”
is one of the common traditional practices employed by political parties during their political
campaigns in the country. These public gatherings allow the politicians to directly engage the
crowd which is comprised of supporters and potential voters where the leader delivers
charismatic speeches to energize the crowd. These speeches mainly revolve around promises,
party policies and targeting the political rivals. These public gatherings are held at open areas
like parks, sport grounds and city squares. Along with this there are corner meetings of the
political parties known as “NUKKAD MEETINGS”. The purpose of these is to target a specific
community and ethnic groups whose support is important for the candidate. Unlike large public
gatherings these meetings are more interactive where the political leaders listen to the concerns
of the people. Along with this traditional media is also used by the political parties. Traditional
media include newspaper, radio, and television where the parties run paid advertisements to
engage a larger audience and to build up their support. Another important traditional method is
that of posters and wall chalking. This method is common in the urban areas where the posters
and banners of the party are placed along the main routes and in city squares which show the
party symbol and candidates’ names and political slogans. Similarly, the wall chalking is done by
the political parties to boost their support in these areas. However, in rural areas the traditional
mode of communication plays a crucial role in the electoral campaign of the parties. These
methods include jirga and panchayat where the political leader seeks support of the elder who
heads a tribe, caste or village. It also includes seeking the support of religious leaders as in
Pakistan religion plays a significant role so endorsement from a religious leader can sway a huge
chunk of voters.
In contrast to the traditional methods of electoral campaign there are modern methods which are
employed by the political parties. These modern methods include the use of social media
platforms for electoral campaigns. These social media platforms include YouTube, Facebook,
Twitter(X), WhatsApp and TikTok. YouTube is used by political parties where this platform
allows users to the users to run their own digital channel. These digital channels run the electoral
campaign of the political parties by showing the party leader’s speeches and their agendas.
Facebook also plays its role in the electoral campaign as the party runs their own accounts on the
platform to mobilize their voters and supporters by showing them the party activities in the form
of posts. This process is further augmented by ordinary users who share these posts forward and
engage more people. Along with this twitter allows its user to have an account and post their
opinions in the form of tweets. Political parties have their own official accounts and their leaders
also run their accounts where they tweet about their electoral campaign and this process like
Facebook is further spread by the supporters of these parties in the form of retweets. These social
media platforms also provide an option to come live, and this takes the shape of virtual jalsa. The
positive about this is that the political parties can engage people from every corner of the
country, and it also comes with mere revenue involved.
The 2024 election in Pakistan shows a shift from traditional methods to modern methods of
electoral campaign which is evident from PTI’s digital campaign. There are some positives about
this shift as the cost of the election campaign reduces and with mere economics the parties can
propagate their messages to wide audiences. Pakistan has seen the terrorists attack on political
gatherings and cost politician lives notable of which is Pakistan first PM Liaqat Ali Khan, first
lady PM Benazir Bhutto, Basheer Bilour (senior politician of ANP). The 2024 election will be a

2
trend setter for future election campaigns in the country. In addition, this shift to digital
campaigning will reflect significant change in the political and electoral landscape of Pakistan.
1.3. HYPOTHESIS
“The digital electoral campaign of PTI in 2024 effectively used social media platforms to
mobilize voters and increase political engagement in Pakistan”.

1.4. RESEARCH QUESTIONS

1. How did the PTI's digital electoral campaign in 2024 utilize social media platforms to
mobilize voters in Pakistan?
2. What impact did the PTI's digital campaign have on political engagement and voter
turnout among different age demographics in the 2024 elections?
3. What were the strategies PTI had used on different social media platforms?

1.5. LITERATURE REVIEW

The mark of revival of democracy was in 2008 after 9 long years of military dictator general
Pervez Musharraf. Democracy started by the conduction of election in 2008. However, this was
not a peaceful election because Pakistan was in a state of war with the terrorists particularly TTP
(TEHREEK-E-TALIBAN PAKISTAN). This was evident from the assassination of Benazir
Bhutto on 27 December 2007. She was leading PPP (PAKISTAN PEOPLES PARTY). After her
assassination, the PPP was led by her husband Asif Ali Zardari. Another main political party was
PMLN (PAKISTAN MUSLIM LEAGUE NAWAZ) which was led by Mian Muhammad Nawaz
Sharif1.
Election 2008 will be a turning point in the complex history of Pakistan. Pakistan had a derailed
history of democracy as it is most of the time under military dictatorship. Seeing the latest
military dictatorship of general Parvez Musharraf the people of Pakistan are very much eager to
take part in the election 2008. However, despite the assurances from Parvez Musharraf there
remain some doubts and the most important of these is that will the election be free and fair and
will represent the will of the populace? All the four provinces in Pakistan shows different
political aspects. Starting from Punjab being the most populated province, shares 150 seats in the
national assembly and the political battle is between PPP and PMLN. In Sindh two political
parties are the most prominent i.e. PPP and MQM but PPP is in a strong position there.
Baluchistan will mostly attract the Baloch and Pashtun voters to their respective ethnic parties.
At last, NWFP will be a political battle ground between ANP and religious parties like JUIF and
JI2.
1
Nelson, Matthew J. “Pakistan in 2008: Moving beyond Musharraf.” Asian Survey 49, no. 1
(2009): 16–27. [Link]
2
CHANDRAN, D SUBA, and REKHA CHAKRAVARTHI. “Pakistan Elections 2008.” Institute of
Peace and Conflict Studies, 2008. [Link]

3
The print media Pakistan is also favoring the democracy over the military dictatorship. For this
purpose, three of the leading English newspaper were analyzed for the coverage of the election in
their editorials. These English newspapers were the nation, the news and Dwan. Before the
election they tried to educate the people about democracy and the electoral process, mainly the
elections. They have criticized the policy of the dictator general Parvez Musharraf government.
This shows their support for the democracy in Pakistan. As the print media is considered the
fourth pillar of a modern state so it can play an important role by educating the people apart from
providing entertainment and information3.
Election in 2008 was a turning point in the democratic history of Pakistan. The importance of
this election was also important because it had made two of the rivals of Pakistani politics PPP
and PMLN to come to one page by signing CO (CHARTED OF DEMOCRACY). They were of
the view that it is the only way to ouster Parvez Musharraf from the stage. The election was
conducted on 18th February, [Link] election was delayed because of the assassination of
Benazir Bhutto who was then leading PPP. Before the election there was international pressure
on general Parvez Musharraf to conduct the election free and fair. Musharraf to remain relevant
in politics was backing PML-Q. JI(JAMAT-E-ISLAMI) and PTI (PAKISTAN TEHREEK-E-
INSAF) boycotted the 2008 election. After the election PPP won the majority of the national
assembly seat followed by PMLN and Musharraf backed came PML-Q came third. PPP formed a
coalition government in the center. In Sind PPP formed a coalition government with MQM. In
Baluchistan PPP formed a coalition government. In NWFP, ANP won majority of the seats and
formed coalition government with PPP. In Punjab PMLN formed government4.
The PPP government seems to have completed its term. It will be considered a small miracle
seeing the turbulent history of the country in the context of democracy. It seems difficult for PPP
to secure its position in the 2013 elections, but we cannot rule out the possibility that they can
win again because pf the milestone which they have achieved in the shape of 18th amendment. In
the past only two parties PPP and PMLN were the main political rivals in competing for election
but now PTI has gained its ground under the leadership of Imran khan and have entered the race
for the election while questioning the status quo that prevailed. PTI can attract the youth which
comprises a huge chunk of the population of the country. PTI has been portraying itself to
change the system of the country and is able to attract the masses. PMLN seems to be not that
active. But it will be the election that will decide that which party will win 5.
PPP led government in 2008 was the first democratically elected to have completed its tenure of
five years. President Asif Ali Zardari became the first president in the history of Pakistan to have
completed the term in his office. The conduction of the election in 2013 was a positive step for
the democratization of Pakistan. Seeing the history of the country no democratic government was
able to complete their tenure often interrupted by military coups and president involvement.
Similarly, ECP (ELECTION COMISSION OF PAKISTAN) after the 18th amendment also
become independent and has worked for four years to overhaul its conduct and database also by

3
Ahmed, Javid, and Shahid Hussain. "Coverage of Pakistan general election 2008 in leading
Pakistan English newspapers: Exploring agenda setting." Global Media Journal 9, no. 2
(2016): 1-16.
4
Ahmed, Zahoor, and Manzoor Khan Afridi. "Musharraf’s Democracy and 2008 Elections in
Pakistan." Mediterranean Journal of Social Sciences 5, no. 14 (2014): 475-480.
5
Lunn, Jon, and Gavin Thompson. "Pakistan in 2013." Economic Indicators 6 (2012): 12.

4
making the voters list computerized for the first time. In the 2013 election three parties were
competing to secure a majority in the national assembly PPP, PMLN and the new to compete in
the race was PTI. The turnout on the election day was encouraging but due to the security
situation in the country the secular minded parties PPP and ANP were on the target list of
terrorists. This is evident from the attacks on their offices and leaders. Then leader of the TTP
Hakim Ullah Mehsud issued warnings to target PPP. But on the contrary the rightest party PTI
and center-right party PMLN were able to carry out their election campaign with ease and
conducted huge public gatherings. After the election in 2013 PMLN was able to secure a
majority of the seats in the national assembly followed by PPP and PTI came third. PMLN
formed a government in the center. In Punjab once again PMLN secured majority seats in the
provincial assembly and formed the government in the province. In Sind PPP again secured
majority in the provincial assembly and formed the government in the province. In KPK, PTI for
the first time was able to win the majority of the seats in the provincial assembly formed a
coalition government in the province. In Baluchistan PMLN won the majority seats in the
provincial assembly and formed coalition government in the province. It did not matter which
party won the majority seats in the assemblies it is the democracy that won and was step in the
direction of the pluralistic society in the country and the public participation in the affairs of
Pakistan6.
The state consists of three pillars i.e. is executive, legislature and judiciary. But now media is
considered the fourth pillar of the modern state because the 21st century has seen advancement
in technology. As time goes on this fourth pillar is gaining importance. Media can play a highly
active role in shaping society as well as educating the population. Election 2013 turnout is the
highest since last elections in the history of Pakistan which stands at 55%. for this increase in
voter turnout media is responsible because it educates the people about election and democracy.
The main component of media is digital media in the form of television. Before the election there
were debates on tv about the elections and programs which were about the election campaigns of
different political parties. This has impacted the population in terms of election and democracy
because of which the voters turn out got increased. This shows that media has incurred
awareness among the people to participate in the electoral process and cast their votes. Apart
from this motivation needs to be there among people to cast the votes and media has played this
role very well7.
Sine the creation of Pakistan in 1947 Pakistan was in democratic turmoil because the democratic
process was halted due to military rule. The election in 2013 for the first time involved the
transfer of power from one democratic government to another. Election 2013 was important as
there emerged another national party PTI under the charismatic leadership of Imran Khan. this is
unprecedented as in the past the politics in Pakistan was dominated by two political parties PPP
and PMLN. The emergence of PTI in the 2013 election is unique because for the first time PTI
used twitter as a tool in their election campaign combined with public gatherings. This twitter
campaign has inspired the youth and paved the way for a greater voter turnout. As the cost of

6
Lashari, M. Bilal Akhter, and Jaffer Abbas Mirza. “Pakistan Elections 2013.” Pakistan Horizon
66, no. 3 (2013): 79–98. [Link]
7
Safdar, Ghulam, Ghulam Shabir, and Muhammad Imran. "The role of media in increasing
turn-out in election 2013: a survey study of Multan, Punjab, Pakistan." Pakistan Journal of
Social Sciences 35, no. 1 (2015): 411-424.

5
online campaign is very meager so also keeping this in mind PTI has successfully used twitter
which has secured them majority in one province and third in the national assembly8.
The cycle of democracy which started in 2008 was now on track for the last ten years was a new
hope for the democratization of Pakistan. Although it cost two prime ministers who could not
complete their term in the office. Election in 2018 saw some uniqueness because people were
motivated by slogans than the manifestoes of the political parties. The most used slogans in the
election were from PTI like do Nahi, Ak Pakistan (not two but one Pakistan) and Tab-
Deli(change). This has inspired the youth of the country. Similarly, one slogan which got famous
was from the PMLN, vote ko izzat do (give respect to the vote). Another major development of
the election 2018 was the emergence of a religious party TLP (Tehreek-e-Labaik Pakistan) which
got famous among the masses. Similarly social media has also played a key role in the election
along with digital and print media. These mediums motivated people to participate in the
election. the participation of women and youth in the election was also encouraging. The 2018
election will give further strength to the democracy in Pakistan. To gain more strength, the
election needs to be free and fair which will build confidence among the people for democracy 9.
The 2018 election was the second consecutive time in the history of Pakistan that the power was
transferred from on civilian government to another. The election of 2018 was a success that the
winners of the election were announced. PTI was able to win the majority of seats in the national
assembly. PMLN came second with the most seats in the national assembly followed by PPP
which came third. PTI formed a coalition government in the center. In Punjab the competition
between PMLN and PTI was neck to neck as both parties won the same number of seats in the
provincial assembly. In Punjab PTI formed a coalition government while PMLN sat on the
opposition benches. In Sind PPP won the majority of seats and formed the government there. In
Baluchistan PTI formed a coalition government. Interestingly in KPK, PTI won majority seats
and formed government on their [Link] Punjab the PMLN votes got split because of the
emergence of TLP who got 2.2million votes. Similarly in Sindh in the urban areas PTI affected
the regional party of MQM by winning in their strongly held areas. In KPK, ANP, PPP and
PMLN got blows where they were unable to compete in their strong areas with PTI10.
The election in 2018 has brought the momentum to the democratic process as it is the third
consecutive time that power has been transferred from one civilian government to the next one.
The participation of youth in the general election of 2018 seems encouraging for the democracy
in the country. It is the youth turnout in the election that for the first time PTI came into power in
the center and three provinces. The participation of youth in the electoral process shows that a
political change can be brought in country and will strengthen the federalism in the country. The
2018 election also shows that political parties can mobilize the youth, as youth are the ones who
can lead the country to the direction of democracy. Now the burden is on the shoulders of PTI to
deliver on their promises and manifesto which will be a ray of hope for the youth to participate in
the democratic process in the country11.
8
Ahmed, Saifuddin, and Marko M. Skoric. "My name is Khan: the use of Twitter in the
campaign for 2013 Pakistan General Election." In 2014 47th Hawaii International Conference
on System Sciences, pp. 2242-2251. IEEE, 2014.
9
Islam, Saiful, Muhammad Zubair, and Imraz Muhammad. "An analysis of 2018 general
elections in Pakistan." Journal of the Research Society of Pakistan 56, no. 2 (2019): 191.
10
Shah, Kriti M., and Sushant Sareen. "Pakistan General Elections 2018." (2018).
11
Ali, Ghulam, Muhammad Javed, and Ghulam Zikria. "Political participation of youth in
general elections 2018 and its impact on democratic process in Pakistan." Asian Journal of

6
1.6. RESEARCH METODOLOGY
This research focuses on the use of social media by PTI to secure majority seats in KPK both for
the national assembly and provincial assembly. This research is based on mixed approach i.e.
quantitative and qualitative. This will help in understanding the use of social media platforms by
the PTI for their election campaign.
To cover the quantitative approach, I have conducted a survey for Facebook. This will provide
in-depth knowledge about the use of this platform of social media, how PTI has managed this
and to turn the tide in their favor in the election 2024. For the survey I have conducted in person
interviews and through the internet to find out about the PTI digital campaign on Facebook. For
the survey I have prepared a questionnaire which has multiple choice. The reason behind about
Choosing the multiple-choice questionnaire is that it is easy for the reader to select suitable
answers.
1.6.1. SAMPLING TECHIQUE
The sampling method which I have employed is nonprobability sampling method. This method
helps the researcher where he or she can deliberately pick items or individuals for the sample
based on non-random factors like convenience, geographic availability, or cost12. Similarly in
non-probability sampling I have used the quota sampling method. the sampling quota method
make the researcher to achieve a spread across the target population by specifying who should be
recruited for a survey according to certain groups and criteria13. By implying this method in my I
survey I have the youth aged 18-25. The targeted youth was educated and was aware of the
electoral process occurring in the country particularly in KPK. They were permanent users of
Facebook and have a comprehensive knowledge of this social media platform. I have managed to
include the voices from different districts of KPK, from Chitral to Dera Ismail Khan.
In my survey I have asked three questions which are as follows.
1. Which party was active on your Facebook feed?
Options [Link] [Link] 3. PMLN [Link] 5. JI 6. JUIF 7NDM 8. INDEPENDENTS BACKED BY
PTM 9. PTIP
2. Which party content was shared by your Facebook friends?
Options [Link] [Link] 3. PMLN [Link] 5. JI 6. JUIF 7NDM 8. INDEPENDENTS BACKED BY
PTM 9. PTIP
3. Which age group was active in your Facebook friends?

International Peace & Security (AJIPS) 4, no. 1 (2020): 58-69.

12
- [Link]
methods/#:~:text=There%20are%20two%20major%20types,zero%20chance%20of
%20being%20selected
13
[Link]
#:~:text=There%20are%20two%20major%20types,zero%20chance%20of%20being
%20selected

7
Options; 1.18-25 2.25-40 3.40 above
I have recorded and analyzed the data collected and represented my data in the form of pie
charts.
To cover the qualitative aspects, I have relied upon primary data which I have collected from
these social media platforms to see the strategy of PTI that how come they have conducted the
online campaign on the social media platforms. For WhatsApp I have conducted an interview for
the PTI youth cabinet member in KPK. Where he gave me insight of the WhatsApp strategy of
PTI and how they have used the application to give strength to their political campaign.
Similarly, I have also analyzed the other social media platforms i.e. twitter (now called X) and
YouTube. For twitter I have analyzed the tweets and #tags which PTI have used for their
systematic campaign on this platform. For YouTube I have analyzed the prime time shows where
different analysts and PTI leaders appear to discuss their preparation for the election 2024. The
analysts as well as PTI leaders in these talk shows tried to predict PTI win in different
constituencies seeing their campaign.
1.7. THEORITICAL FRAMEWORK
The theory which I have employed in my research is the “echo chamber” effect. An echo
chamber is a condition in which a person sees and encounter opinions and information that he or
she wants to see and further reinforce their opinions. This happens on social media due to the
methods employed in the background by social media which is algorithms. Thes algorithms
make content for the users based on their interests and preferences. Echo chambers make the
situation difficult for social media users where they are feed on misinformation, and they
encounter difficulty while considering opposing viewpoints141516. The term of echo chamber was
first coined in the literature by Sunstein (legal scholar and internet activist) who wrote a book
named Echo Chamber: Bush vs Gore, Impeachment and Beyond in 200117.
Echo chambers make the users of social media captive of their views and the content they most
frequently see and share on social media platforms. This is a grave concern for the democratic
countries because in these political discourses are made and amplified by the social media
platforms which further affect the electoral process in these countries. There are two main
14
[Link]
&&p=e5805ea69d128393JmltdHM9MTcxNTQ3MjAwMCZpZ3VpZD0yZGY0YjFiNS0xYmVlLTY2Y
2ItMzE1Yi1hNTlmMWEzNzY3NmUmaW5zaWQ9NTQzMg&ptn=3&ver=2&hsh=3&fclid=2df4b1
b5-1bee-66cb-315b-
a59f1a37676e&psq=echo+chamber+definition+social+media&u=a1aHR0cHM6Ly9hZHZlcn
Rpc2luZy51dGV4YXMuZWR1L25ld3Mvd2hhdC1zb2NpYWwtbWVkaWEtZWNoby1jaGFtYmVy&
ntb=1
15
[Link]
&&p=989eb7454483773dJmltdHM9MTcxNTQ3MjAwMCZpZ3VpZD0yZGY0YjFiNS0xYmVlLTY2Y
2ItMzE1Yi1hNTlmMWEzNzY3NmUmaW5zaWQ9NTQzNA&ptn=3&ver=2&hsh=3&fclid=2df4b1
b5-1bee-66cb-315b-
a59f1a37676e&psq=echo+chamber+definition+social+media&u=a1aHR0cHM6Ly9lZHUuZ2
NmZ2xvYmFsLm9yZy9lbi9kaWdpdGFsLW1lZGlhLWxpdGVyYWN5L3doYXQtaXMtYW4tZWNoby
1jaGFtYmVyLzEv&ntb=1
16
What is an Echo Chamber? "It's where you think the whole world revolves around your
opinions!" - BBC Bitesize
17
Sunstein, C. R. (2001). Echo Chambers: Bush v. Gore, Impeachment, and Beyond.
Princeton: Princeton University Press

8
components of this phenomenon, one is the chamber which represents the social media platforms
where the content is shared and the second is the echo which represents the content that is
reshared in these social media platforms18.
It is human psychology that they want to see those contents on social media platforms which are
according to their interests and which they want to satisfy oneself and mind. This leads to the
formation of echo chambers. The negative effect of this phenomenon is that it makes an
environment where the individual’s own political belief is amplified and the dissenting or
contrasting political belief got screened out. Over the past years there have been studies on the
satisfaction of democracy in the field of political science. Previously the approach of the
researchers was based on contemporary process which focuses on the citizens of a democratic
country to have satisfaction about democracy. Interestingly many have lacked the approach to
target social media which plays an important role in building up political discourses which
influence the individual behavior of the people. Recent data shows that people preferred social
media platforms to discuss about politics and consume news from there rather than mainstream
media like print and digital media19. The social media platforms have made it an easy and
accessible avenue for the users to discuss and engage in political discussions which form echo
chambers. This provide a homogenous environment where political views are not debated but
instead amplify and reinforce these views which lead to polarization20.
The echo chamber approach is relative to my work because I have targeted the social media
platforms YouTube, Facebook, twitter(X) and WhatsApp. these platforms were extensively used
by the PTI during their election campaign. For the first time PTI was not allowed to hold public
gatherings and their leaders were in jail due to the 9th of May,2023 incident. So, they have shifted
their mode of engagement from face to face to digital campaigns. Where they have a highly
qualified social media team who have made a strategy to engage the public through online
platforms. In addition to this PTI t workers are mainly educated youth who have voluntarily
worked on the digital campaign to educate their voters and supporters and mobilizing them for
the election campaign. As the echo chamber amplified the content on social media platforms,
using this effect of echo chamber PTI was successful to amplify their electoral campaign. This
echo chamber effect has kept the PTI voters intact despite the harsh conditions which were
imposed on the party.

18
Garimella, Kiran, Gianmarco De Francisci Morales, Aristides Gionis, and Michael
Mathioudakis. "Political discourse on social media: Echo chambers, gatekeepers, and the
price of bipartisanship." In Proceedings of the 2018 world wide web conference, pp. 913-922.
2018.
19
According to the European Publisher’s Council, more than 30% of all online users rely on
social media sites to “share their opinion” and almost 40% of all users turn to social
networking sites to “stay up to date with news and current events.” See: European
Publisher’s Council. Global Social Media Trends 2015.
20
Justwan, Florian, Bert Baumgaertner, Juliet E. Carlisle, April K. Clark, and Michael Clark.
"Social media echo chambers and satisfaction with democracy among Democrats and
Republicans in the aftermath of the 2016 US elections." Journal of Elections, Public Opinion
and Parties 28, no. 4 (2018): 424-442.

9
CHAPTER 2
2. ELECTORAL HISTORY OF PAKISTAN
2.1 EARLY DAYS OF PAKISTAN
Pakistan emerged on the map of world on 14 august 1947. A sate formed in the name of religion
Islam which gave it a distinction as the first state formed which basis resided in religion. Quaid-
e-Azam became the first governor general of the newly born state. Liaqat Ali Khan became the
first Prime minister. Pakistan adopted the 1935 Act (British gave this act to formulate the rules
and regulations for the Indian Subcontinent) as its interim constitution. Pakistan gained its
bureaucracy and military from the division of Indian Subcontinent. Along with this Muslim
League which mainly consist of Indian based leader (Quaid-e-Azam born in Karachi but settled
in Bombay for the practice as lawyer and Liaqat Ali Khan from northern India) and the leading
Muslim party which played a decisive role in the independence of Pakistan. The early days of
Pakistan were difficult one because Muslim from the India started their migration and settling
them was a big concern for the leaders. The founding father (Quaid-e-Azam) of the country died
after one year of independence on 11 September 1948 of tuberculosis. The first PM Liaqat Ali
Khan was assassinated on 16 October 1951 in Rawalpindi. The demise of these two leaders left a
space which led to the political crisis in the country21.
2.2. FIRST PROVINCIAL ELECTION
The first provincial elections were held in 1951. In NWFP Muslim League, Jinnah Awami
League, Azad Muslim League and Jamaat-e-Islami participated in the election. Khudai
Khitmatgar led by Bacha Khan was under ban. Abdul Qayyum Khan was then the Chief minister
and staunchest Muslim Leaguer. As the elections were announced Abdul Qayyum Khan was
made interim Chief Minister of NWFP. The election was conducted, and the result came in favor
of Muslim League and Abdul Qayyum khan again became Chief Minister of NWFP. But the way
elections were conducted was not fair. Opposition leaders were oppressed, and their nomination
letters were rejected in many constituencies. There were also rigging reports about the election 22.
In Punjab Muslim League, Jinnah Awami League, Jamaat-e-Islami, Azad Pakistan party
participated in the election. but the results like NWFP went the favor of Muslim League and
Mumtaz Daulat Ana became Chief Minister of Punjab. The election in Punjab was also full of
errors. There was rigging in the election and opposition leaders accused Muslim League of foul
play in the election23. In East Pakistan provincial elections was held in 1954. In East Pakistan
opposition parties made alliance in the name of United Front. United Front consisted of Awami
Muslim League, Krishak-Samrak Party and Nizam-I-Islami party. When the results were
announced United Front defeated Muslim League and formed government in West Pakistan24.
2.3. FIRST CONSITUTION OF PAKISTAN 1956

21
Stephen cohen book the idea of Pakistan???
22
ul Hassan, Syed Minhaj. "1951 General Elections in the NWFP." Pakistan Journal of History
and Culture 29, no. 2 (2008).
23
Asif, Nusrat. "Electoral Politics during 1951 Provincial Elections in the Punjab: A
Progression of Authoritarian Legacy." Bulletin of Business and Economics (BBE) 12, no. 3
(2023): 692-698.
24
Ibrahim, Muhammad, and Razia Mussarat. "Electoral politics: A case study of Pakistan
(1947-1985)." Journal of Public Administration and Governance 5, no. 1 (2015): 80.

10
The first constitution of Pakistan was passed by constituent assembly on 29 February 1956 and
enforced in the country on 23 March 1956. The first constitution of Pakistan was written one and
rigid. Pakistan was renamed by the new constitution as Islamic Republic of Pakistan. The
constitution also referred to federalism where power to be shared with the provinces. In addition,
there will be a parliamentary form of government with unicameral legislature. In the national
assembly 300 seats were made and divided equally between East and West Pakistan. the leader of
the government will be prime minister and will be elected by indirect vote from the members of
the national assembly. President will be the head of the state. However, the first constitution of
Pakistan was abrogated by President Iskander Mirza on 7 October 1958 and imposed martial law
in the country. He appointed General Ayub Khan as Chief Martial Law administrator. After three
weeks Ayub Khan removed Iskander Mirza from presidentship on 27 October 1958 and himself
became President of Pakistan25.
2.4. SECOND CONSTITUTION OF PAKISTAN 1962
General Ayub Khan rule set the roots of military in the Pakistani politics. After independence the
army was the only institution which was well organized. To legitimize his rule Ayub Khan
selected himself president for five years terms. This process was done by the electoral college
named basic democrats (consisting of 80000 members). In the meantime, Ayub Khan formed a
constituent assembly to formulate the new constitution for the country. It was until 1962 that the
new constitution draft was prepared. On 1 March 1962 the constitution of Pakistan was
promulgated and came into effect on 8 June in the very same year. The new constitution was also
written one and rigid in nature. The name Islamic Republic of Pakistan was changed, and the
Islamic word was expunged, and the new name of the country was Republic of Pakistan. The
1962 constitution’s main characteristic was its presidential system. This shows the shift from
parliamentary to presidential system. Urdu and Bengali were declared the national language of
the country. The national assembly consisted of 156 members who were to be elected by the
basic democrats and 6 seats were reserved for women who will be elected by the provincial
assembles of East Pakistan and West Pakistan. similarly, the 156 seats of the national assembly
were divided equally between Esat and West Pakistan. this constitution gave excessive powers to
the President.
President Ayub imposed ban on political parties, but the East Pakistan was mature in the politics
as it enjoyed political freedom and training after the British imposed 1905 Act. It is during the
Ayub Khan martial law that the country developed two capitals, Dhaka in East Pakistan, and
Islamabad in West Pakistan26.
2.5. FIRST GENERAL ELECTION IN 1970
The constitution of 1962 was abrogated by General Yahya Khan when he imposed martial law in
March 1969. He attained the seat of presidency and overthrew Ayub Khan from presidency.
When Yahya khan came into power, he was of the view to conduct the first general election in
the country. He eased restrictions on the political parties and political activities. Muslim league
the first political party which played a major role in Pakistan independence was not on the scene
25
Dawood, Muhammad, and Manzoor Khan Afridi. "Comparison between 1956 and 1962
Constitution of Pakistan." Ma ‘ārif Research Journal 11 (2016): 12-12.
26
Singhal, D. P. “The New Constitution of Pakistan.” Asian Survey 2, no. 6 (1962): 15–23.
[Link]

11
because many splinter groups in Muslim league have formed their own parties like Pakistan
Muslim League (Qayyum group), Pakistan Muslim League Convention, Council Muslim
League. One new party was established by Zulfiqar Ali Bhutto, Pakistan People’s Party. PPP was
rooted in west Pakistan. Due to the charismatic leadership PPP became popular among the
masses. In east Pakistan Awami league led by Sheikh Mujib Ur Rehman was popular. The
politics of AL revolved around provincial autonomy. While that of PPP about economic
socialism. All the political parties were allowed to campaign for the elections. On 7 December
1970 elections were held. The voter turnout in the election was 60% and the election was fair.
After the election PPP won the majority seats in West Pakistan and was unable to secure a single
seat in east Pakistan. AL won the majority seats in east Pakistan and was unable to win a single
seat in west Pakistan. The election of 1970 set the country on the path of democratization 27.
2.5.1. CRISIS AFTER 1970 ELECTION
After 1970 election there emerged a crisis as who should be the prime minister of Pakistan. in
both wings of Pakistan two leaders emerged victorious. Bhutto in west Pakistan wining the
majority was in no position to accept the premiership of sheikh Mujib of east Pakistan and vice
versa. The crisis soon turned violent in east Pakistan as they demanded the for provincial
autonomy and in no time wanted independence to form their own country Bangladesh. Yahya
khan launched military offensive in east Pakistan to curb the violence by forces. But due to the
help from India the Bengalis resisted the military crackdown. By the involvement from India
Pakistan and India went on in war in 1971. East Pakistan being a thousand miles away from west
Pakistan it was unable for the Pakistan military to carry on the war. At last, on 16 December
1971 Pakistani military surrendered to Indian army in east Pakistan. 90000 thousand of solders
were made prisoners of war and Bangladesh got its independence from Pakistan. Bangladesh was
the first country which got independence from Pakistan after world war 228.
2.5.2. PAKISTAN UNDER BHUTTO
Zulfiqar Ali Bhutto became the PM of Pakistan. under his leadership Pakistan made its third
constitution of 1973. On 14 august 1973 the constitution was promulgated in the country. The
1973 constitution renamed the country as Islamic Republic of Pakistan. The country was put on
the path of federalism again by giving limited autonomy to the provinces. The constitution also
framed the bicameral legislature for the government. bicameral legislature meant two houses,
the National Assembly and Senate. Prime Minister will be the head of the government and
President will be the head of the state. The new constitution talked about the election of Prime
minister that it will be based on adult franchise where people will vote for the members of
national assembly and the members will then vote for the prime minister. However, the stay of
democracy was short and on 5 July 1977 Bhutto’s government was ended by General Zia ul
Haq29.
2.6. FIRST REVIVAL OF DEMOCRACY IN PAKISTAN
27
Mujahid, Sharif al. “Pakistan: First General Elections.” Asian Survey 11, no. 2 (1971): 159–
71. [Link]
28
Oldenburg, Philip. "“A place insufficiently imagined”: language, belief, and the Pakistan
crisis of 1971." The Journal of Asian Studies 44, no. 4 (1985): 711-733.
29
Baxter, Craig. “Constitution Making: The Development of Federalism in Pakistan.” Asian
Survey 14, no. 12 (1974): 1074–85. [Link]

12
General Zia did not abrogate the 1973 constitution but suspended it. After the death of General
Zia ul Haq in a plane in 1988. The political parties again became active, and general elections
were announced in 1988.
2.6.1. 1988 GENERAL ELECTIONS
After the announcement of the general election. the political parties became active on the
political scene. PPP was led by Benazir Bhutto who started the electoral campaign. Islami
Jamhoori Itehad (IJI coalition of different political parties) was led by Nawaz Sharief (Pakistan
Muslim League N). IJI started their own electoral campaign. The general elections were held on
16 November 1988. After the election PPP wins the majority seats by defeating the IJI. With
other political parties (notable Muttahida Quami Movement MQM). Benazir formed coalition
government and became the first female prime minister of Pakistan30. However, the stay of
Benazir government was short after 20 months she was ousted by President Ghulam Ishaq Khan
by using the article 58 2b (this article gave power to the president to send sitting PM home) IN
199031.
2.6.2. 1990 GENERAL EELCTIONS
New general elections were announced after the end of Benazir government. IJI under Pakistan
Muslim League (N) leader Nawaz Sharief started the electoral campaign. PPP under the
leadership of Benazir Bhutto formed an alliance Pakistan Democratic Alliance (PDA). PDA also
started their own electoral campaign. The general elections were held on 25 October 1990. After
the election IJI won the majority in the national assembly and Benazir became the leader of the
opposition. Likewise, Benazir, Nawaz Sharief stay in office was short consisting of 3 years. In
1993 again President Ghulam Ishaq Khan using the article 58 2b of the constitution and ended
the government of Nawaz Sharief32.
2.6.3. 1993 GENEARL ELECTIONS
New general elections were announced becoming the third general election to be held in 5 years’
time after the restoration of democracy in the country. PPP under the leadership of Benazir
Bhutto started their political activities independently. PML (N) under the leadership of Nawaz
Sharif started their electoral campaign. On 6 October 1993 a general election was held in the
country. After the elections result PPP won the majority in the national assembly with 86 seats.
PMLN was not far behind winning 72 seats in the national assembly. Benazir Bhutto attained the
PM seat in a fragile coalition government33. She again was not able to complete her five-year
term in the office. President Farooq Laghari using the article 58 2b of the constitution ended the
government of PM Benazir Bhutto on 5 November 199634.
2.6.4. 1997 GENERAL ELECTIONS
30
Rais, Rasul B. “Pakistan in 1988: From Command to Conciliation Politics.” Asian Survey 29,
no. 2 (1989): 199–206. [Link]
31
Ziring, Lawrence. "Pakistan in 1990: the fall of Benazir Bhutto." Asian Survey 31, no. 2
(1991): 113-124.
32
Richter, William L. "The 1990 General Elections in Pakistan." In Pakistan 1992, pp. 19-41.
Routledge, 2019.
33
Amin, Tahir. “Pakistan in 1993: Some Dramatic Changes.” Asian Survey 34, no. 2 (1994):
191–99. [Link]

13
After the end of Benazir government fresh election were announced in the country. PPP again
make preparation for the new election under Benazir. While PMLN started their electoral
campaign for the election. a new party Pakistan Tehreek-e-Insaf (PTI) under the leadership of
Imran Khan (cricketer turn politician) also started their electoral campaign. Elections were held
on 7 February 1997. After the elections PMLN won a 2/3rd majority in the national assembly
with 134 seats. The new party PTI was unable to win a single seat in the election which turned
out to be only a party supported by the media. Nawaz Sharief became the PM for the second
time35. While in office Nawaz Sharif abrogated the article 58 2b from the constitution by thirteen
Amendment36. However, the stay of Nawaz Sharif in the office was short his government was
sent home by General Parvez Musharraf 37while imposing martial law on 19 October 199938.
2.7. SECOND REVIVAL OF DEMOCRACY IN PAKISTAN
Like General Zia ul Haq, General Parvez Musharraf did not abrogate the 1973 constitution but
suspended it.
2.7.1. GENERAL ELECTIONS OF 2008
General elections were announced to be held on 8 January 2008. PMLN and PPP were again the
main political parties to compete in the general election. Both parties’ leadership started their
electoral campaign by holding public rallies and gatherings. The election was postponed due to
the assassination of PPP leader Benazir Bhutto. The election was now to be held on 18 February
2008. After the election PPP won the majority seats in the national assembly. Yusaf Raza Gillani
of PPP took the office of PM while Asif Ali Zardari (Benazir’s husband) became the president of
Pakistan39. PPP became the first civilian government to complete its tenure of five years. PPP
also introduced the 18 Amendment which made the federalist nature of the country strong by
delegating more power to the provinces40.
2.7.2. GENERAL EELCTIONS OF 2013
After the completion of the first civilian government tenure, elections were announced in 2013.
Now three political parties were present on the political scene in every province of the country
PPP, PMLN, PTI. All the parties started their electoral campaign for the elections. Every party
held public gatherings around the country. PTI public gathering and public rallies were
surprisingly large due to Imran khan charismatic personality and fame. Elections were held on 11
May 2013. After the election PMLN won the majority of seats in the national assembly followed
34
Azeem, Muhammad, Kashif Ali, Ahmad Hassan, and Saeed Ahmad. "Revisiting Benazir
Bhutto's political services during 1988-1996: An overview." Journal of the Research Society
of Pakistan 55, no. 1 (2018).
35
Waseem, Mohammad. "The 1997 Elections in Pakistan." Electoral Studies 17, no. 1 (1998):
129-137.
36
Khan, Ali. "Pakistan's Constitutional Subversions: An Analysis of Article 58 (2)(b) and
Article 6." JURIST, February-May (2008).
37
Talbot, Ian. "General Pervez Musharraf: saviour or destroyer of Pakistan's
democracy?." Contemporary South Asia 11, no. 3 (2002): 311-328.
38

39
Khan, Iffat Humayun. "Electoral Malpractices in Pakistan: A Case Study of the General
Elections 2008." Pakistan Journal of History and Culture 31, no. 2 (2010): 168.
40
Gohar, Shaista, Safia Jawad, Hasnain Sajid, Tasneem Sarwat, and Usman Ullah. "Role Of
Pakistan Peoples Party In Politics Of Pakistan 2008-2018: A Decade Of
Pragmatism." Webology (ISSN: 1735-188X) 19, no. 1 (2022).

14
by PPP which secured 41 seats in the national assembly. PTI won 30 seats in the national
assembly and came third. Nawaz Sharif became the PM and Mamnoon Hussian became
[Link] was able to complete their tenure of five years. This happened for the second
consecutive time that a democratic government had completed its constitutional tenure in the
history of Pakistan42.

CHAPTER 3
3. IMRAN KHAN POLTICAL JOURNEY
3.1. EARLY POLITICAL STRUGGLE
Imran Khan founded Pakistan Tehreek-e-Insaf (PTI) on 24 April 1996 in Lahore. The first
constitution of PTI was drafted by a committee under the chairmanship of Hamid Khan in 1999.
Central Executive Committee of PTI under the chairmanship of Imran Khan approved the
constitution on 24 January 1999. Under this constitution the official name of the party was
declared as Pakistan Tehreek-e-Insaf (PTI). The main aim and objective of PTI was to replace the
current corrupt system with a system that is free of corruption. In addition to set the state on the
path of unity, solidarity, prosperity, and social justice.
Another objective of PTI was to make the state an Islamic welfare state where the fundamental
rights of every citizen would be protected irrespective of caste, creed, religion, and race.
Corruption would be eliminated from the state and accountably institution would be established
who would hold corrupt people accountable. Competent people would be encouraged and
facilitated by the state institutions. PTI constitution also pointed out that the current state system
was based on colonial model which would be replaced with democratic and decentralized
system. Provincial autonomy would be guaranteed. Prejudices, VIP culture and nepotism would
be eliminated from the state. The state would promote freedom of expression, freedom of media
and press. Along with this state would give rights to women and would ensure their
representation in public sphere. The State would also give representation to youth and would
empower them. Similarly, minority rights would be protected.
The electoral system would be reformed to eliminate the corrupt electoral practices in the state.
Corrupt people should be banned from contesting the elections. Voter’s age would be reduced to
18 years and oversees Pakistani diaspora should be given the right to vote. The justice system
would be reformed to give speedy justice to the people. The civil services structure would be
reformed to make it compatible with the modern world. Similarly technical education would be
given to youth to transform them into useful labor for the economic prosperity of the country.
On the foreign policy front PTI would make reforms which would be focused on national
interests. Good relation would be established with all countries of the international community
and particularly with Muslim world. The stance of PTI on Kashmir would be to support the right

41
Lashari, M. Bilal Akhter, and Jaffer Abbas Mirza. “Pakistan Elections 2013.” Pakistan
Horizon 66, no. 3 (2013): 79–98. [Link]
42
Malik, Ayesha, Zahid Yaseen, and Muhammad Muzaffar. "Governance in Pakistan: A Case
Study of Pakistan Muslim League-N." Governance 9, no. 2 (2023): 35-49.

15
of self-determination of the people of Kashmir. PTI would also support the just economic order
in the international arena43.
3.2. IMRAN KHAN ENTERY IN ELECTORAL POLITICS
3.2.1. 1997 ELECTIONS OF PTI
PTI grounded their candidates for the first time in the general election of 1997. Media gave
attention to the new party and Imran Khan was actively campaigning for the election. Imran
Khan was contesting on NA-249 from Karachi. After the results of elections PTI was unable to
win a single seat44.
3.2.2. 2002 GENERAL ELECTION UNDER MARTIAL LAW
Imran khan participated in the election of 2002 which were announced by general Parvez
Musharraf to give legitimacy to his rule. Imran khan contested the election from his hometown
of Mian-Wali NA-71. After the election he won his seat and became a member of the national
assembly. He remained a member of the standing committee on Kashmir and public accounts.
But he soon turned against the government of General Pervez Musharraf because of the wrong
policies. His popularity increased during this time which gave him confidence to become more
active in politics. He also remained sympathetic to Muttahida Majali’s-e-Amal (MMA). He voted
for Molana Fazal Rehman to prime minister ship45.
3.2.3. BOYCOTT OF THE GENERAL ELECTION OF 2008
Imran Khan and his party PTI boycotted the general elections of 2008. He was of the view that
the elections would be a fraud. He also persuaded other political parties to boycott the general
elections, notable of which were PMLN and JI (these parties later took part in the elections of
2008). He also propagated this notion that we must get rid of Musharraf and liberate the
judiciary. He said that “if the political parties did not boycott the election, it would be a treason
with the masses and betrayal to judiciary”46.
3.3. IMRAN KHAN AND 2013 GENERAL ELECTIONS
Being in opposition while boycotting 2008 he remained active on the political stage. In 2011 he
holds a public gathering at Iqbal Park Lahore where thousands of people showed. In the same
gathering Imran Khan gave his vision and called it Naya Pakistan (new Pakistan) vision. Naya
Pakistan vision was to replace the system of the state with a new one. He also used the term
Tsunami which he referred to people who have shown up in great numbers. He said that “this
tsunami would wash away the corrupt political parties”47. After this he started preparations for
the general elections of 2013. He used the social media platforms to propagate his message to the
masses48. Election was announced to be held on 11th May 2013 Imran khan along with holding
public gatherings used social media very actively for electoral campaign. “My name is khan”
43
Ayub, Muhammad Asif. "GENESIS & EVOLUTION OF PAKISTAN TEHREEK-E-INSAF." Asian
Journal of Social Sciences & Humanities Vol 7, no. 1 (2018).
44
Waseem, Mohammad. "The 1997 Elections in Pakistan." Electoral Studies 17, no. 1 (1998):
129-137
45
Ayub, Muhammad Asif. "GENESIS & EVOLUTION OF PAKISTAN TEHREEK-E-INSAF." Asian
Journal of Social Sciences & Humanities Vol 7, no. 1 (2018).
46
Ayub, Muhammad Asif. "GENESIS & EVOLUTION OF PAKISTAN TEHREEK-E-INSAF." Asian
Journal of Social Sciences & Humanities Vol 7, no. 1 (2018).
47
[Link]

16
was the twitter hashtag which was propagated by PTI during their election campaign 49. The 2013
general elections were called the first twitter election in Pakistan because PTI had used twitter
excessively during their election campaign50. After the election PTI came third while PMLN
secured a majority of the seats in the national assembly followed by PPP. However, PTI got most
of the popularity votes. Nawaz sharif became PM and Imran Khan sat on opposition benches.
The 2013 election was a breakthrough for PTI as they have won majority seats in KPK and made
a coalition government there and in other provincial assemblies PTI was the main opposition
party51.
3.4. 2018 GENERAL ELECTIONS
With the completion of the five-year term of PMLN. A general election was announced to be
held in July 2018. Imran Khan started his election campaign by engaging the public in mass
rallies and gatherings. PTI had used social media quite successfully in their previous election
campaign. Now they used the social media mainly twitter for their election campaign they have
now used the hashtags Imran Khan and Tab-deli (change) which remained top trending in
Pakistan before elections. Imran Khan also targeted the youth population of Pakistan during his
election campaign by sensitizing them that youth could bring change in Pakistan if they voted for
PTI5253. After the elections PTI came first by winning the majority seats in national assembly. PTI
formed a coalition government in the center. Imran khan became the PM. PTI won 2/3rd majority
in the provincial assembly of KPK and formed government there. In Punjab PTI was able3 to
form a coalition government. In Baluchistan PTI formed a coalition government. Only in Sindh
PTI sat on the opposition benches as the main opposition party54.

CHAPTER 4
4. SOCIAL MEDIA PLATFORMS AND ELECTION 2024
4.1. YOUTUBE

48
Yılmaz, Ihsan, and Kainat Shakil. "Imran Khan: From Cricket Batsman to Populist Captain
Tabdeli of Pakistan." European Centre for Populism Studies (2021).
49
Ahmed, Saifuddin, and Marko M. Skoric. "My name is Khan: the use of Twitter in the
campaign for 2013 Pakistan General Election." In 2014 47th Hawaii International Conference
on System Sciences, pp. 2242-2251. IEEE, 2014.
50
Ahmed, Saifuddin, and Marko Skoric. "Twitter and 2013 Pakistan general election: The case
of David 2.0 against goliaths." Case Studies in e-Government 2.0: Changing Citizen
Relationships (2015): 139-161.
51
Lashari, M. Bilal Akhter, and Jaffer Abbas Mirza. "Pakistan elections 2013." Pakistan
Horizon 66, no. 3 (2013): 79-98.
52
Islam, Saiful, Muhammad Zubair, and Imraz Muhammad. "An analysis of 2018 general
elections in Pakistan." Journal of the Research Society of Pakistan 56, no. 2 (2019): 191.
53
Bilal, Maryam, Sundas Asif, Shainila Yousuf, and Uzma Afzal. "2018 Pakistan general
election: understanding the predictive power of social media." In 2018 12th international
conference on mathematics, actuarial science, computer science and statistics (MACS), pp.
1-6. IEEE, 2018.
54
Shah, Kriti M., and Sushant Sareen. "Pakistan General Elections 2018." (2018).

17
YouTube is an online video-sharing platform with over 2.9 billion users55. YouTube allows its
users to view, share, comment, on a wide variety of videos spanning various genres and topics.
With the advancement of the internet and social media YouTube has become an important part
for the social media users, providing access to entertainment, education, and communication.
YouTube algorithm-driven recommendations and community features have made it the
powerhouse on the digital landscape, influencing trends, sharing opinions, and democratizing
content creation on a global scale. Pakistan stands at 7th place in the world with 71.7 million
YouTube users56. This is illustrated in the graph below.

leading countries based on YouTube audience

size as of January 2024( in millions)
500 462
400
300 239
200 144 139
83.1 78.6 71.7 67.8 63 58.1
100
0
ia il s
d es az ia ic
o n an y
am ne
In at r es ex pa st an i
st B n J a k i m tn p
d do M
Pa er Vi
e
ili
p
te In G
Ph
ni
U

Series1 Series2

YouTube is an online video-sharing platform with over 2.9 billion users57. YouTube allows its
users to view, share, comment, on a wide variety of videos spanning various genres and topics.
With the advancement of the internet and social media YouTube has become an important part
for the social media users, providing access to entertainment, education, and communication.
YouTube algorithm-driven recommendations and community features have made it the
powerhouse on the digital landscape, influencing trends, sharing opinions, and democratizing
content creation on a global scale.
YouTube played a significant role in the 2024 election of Pakistan. All the mainstream news
outlets have their YouTube channels as well which make their access quite easy for the end users
because all they need is a smartphone and internet access. All the news channels run prime time
shows like Capital Talk with Hamid Mir, Aaj Shahzeb Khanzada Ke Sath (today with Shahzeb
Khanzada), Jirga with Saleem Safi, Off the Record with Kashif Abbassi, Sawal Yeh Hai
(Question is this) with Maria Memon, 11th Hour with Waseem Badami. Before election 2024
these talks show mainly focused on the election activities like the PTI (Pakistan Tehreek-E-
Insaf) was not allowed its election symbol of Bat, their leader (Imran Khan) being in jail with
55
[Link]
56
YouTube users by country 2024 | Statista
57
[Link]

18
other charges being placed on him further increasing his sentence up to 24 years, in addition to
this voter’s turnout, polling stations numbers, security and predictions were included in their
discussions. News Channels like ARY News and Geo News had also organized their election
special transmissions namely Niklo Pakistan Ke Khatir (Come out for Pakistan) on ARY News
and Election cell on Geo News.
4.1.1. GEO NEWS ELECTORAL COVERAGE IN 2024
Pre-election discussion on different news channels shows us prediction about the 2024 elections
results in whole of the country but my main aim is to see those predictions restricted to Khyber
Pakhtunkhwa only. In Capital Talk with Hamid Mir on there was panel of four people belonging
to different political parties in Pakistan namely Salman Akram Raja of Pakistan Tehreek-e-Insaf,
Salaman Rafiq of Pakistan Muslim League N, Ameer ul Azeem of Jaimati Islami, and Asif
Hashmi of Pakistan People's Party. The main agenda of the show was about the current political
situation in Pakistan and the political parties' preparations for upcoming election. Salaman
Akram Raja added up about their party preparation for the election, that for democracy political
party is its spirit and for political party its spirit is its electoral symbol. As their electoral symbol
of bat is not allowed for them to be used in election so their strategy for the election is trying to
educate their supporters about their new symbols via posters, door to door campaign and through
social media platforms58. On Aaj Shahzeb Khanzada Kay Sath (Today with Shahzeb Khanzada)
show Mujeeb Ur Rehman Shami (Senior Anchor) analyzed the electoral campaign of PTI that
the real competition is between PMLN and PTI backed independents, adding to it that PPP is not
able to compete with PMLN. He further added that in electoral campaign political leaders gave
political statements, but the situation is that they can pull crowds for their election campaign, and
it is the beauty of democracy that leaders must put forward their point of view and people should
hear those points. PTI electoral campaign is based on door-to-door campaign and are using social
media platforms to reach out to their supporters, and they are very much successful in mobilizing
their supporters. He also analyzed the loyalty of PTI backed candidates that they are bringing
their oaths that they will be loyal to Imran Khan and party, in the past PPP and PMLN candidates
remained loyal to their parties, and they didn’t revolt because people were on their side, so when
voters are on your back then it is not easy for any candidate to abandon their voters. Irrespective
of the harsh condition PTI backed independent candidates will be loyal to their party and voters.
They should not be put in a condition to break away from the party because it will be a blow to
democracy59. On another episode of Aaj Shahzeb Khanzada ke Sath (Today with Shahzeb
Khanzada) PTI senior representative Sohaib Shaheen gave the statement that they will win
because they have a complete strategy for their election activity having youth workers 60. On, geo
news conducted a special election transmission named Election Cell (Election Special
Transmission) 2024, hosting the show were Huma Amir and Abdullah. They had a panel of
senior anchors namely Hamid Mir, Sohail Warraich, Shehzad Iqbal, Shahzeb Khanzada, Mazhar
Abbas, Muhammad Junaid, Saleem Safi and Irshad Bhatti. The main aim of this special
58
22nd January 2024 In the timeframe of 10:00 to 11:37, [Link]
si=t_UiQGs9ZnOVgs1v
59
26 January 2024 Aaj Shahzeb Khanzada Ke Sath timeframe 17:20 to 22:00
[Link]
60 st
1 February 2024 Aaj Shahzeb Khanzada Ke Sath timeframe 18:30 to 19:20
[Link]

19
transmission was to discuss the various aspects of the election including the results as well.
Shahzeb Khanzada gave analysis of the situation about election day that if the voters' turnout is
high on the election day, then it will benefit PTI. There is a wave of anger among PTI supporters
which we had seen in 2018 among PMLN supporters. PMLN voters came out for vote in 2018
which caused problem in managing Imran Khan victory. PTI voters and supporters should come
out to vote to gain victory in election 2024. Sohail Warraich also gave analysis on the voters’
turnout that the voters' turnout can only be known on the polling day but if routinized voting
happens means 40% to 50% then it will not impact the results but if 50% to 60% voting happens
then it will benefit PTI. He also gave prediction on election results that there is no credible
survey conducted based on which we can predict elections results, but according to some sources
it is expected that PMLN will lead the government with 100 to110 seats,50 to 60 seats will go to
PPP, but independents will make some gains as well. He further added that in Khyber
Pakhtunkhwa, PTI will come victorious and will form government. Saleem Safi also predicted
the results in KPK that in KPK there will be mix results PTI backed independent candidates can
gain 20 to 30 seats, JUI can get 15 to 20 seats, ANP can get 15 to 20 seats, and PTI(P) can gain 8
to 10 seats and JI can get few seats from Malakand division61.
4.1.2. ARY NEWS AND ELECTORAL COVERAGE IN 2024
Similarly, on ARY News same discussion was underway about 2024 elections. On Sawal Yeh
Hai show hosted by Maria Memon. Zarar Khoro based on his assessment gave prediction of
election results that in Punjab PMLN will form government, in Sindh PPP will be able to form
government, in Baluchistan coalition government will form, and particularly in KPK PTI is quite
strong there but in the current scenario the chances of PTI in making a government in KPK are
grim62. ARY News also organized Election Special Transmission in the name of Niklo Pakistan
ki Khatir (Come Out for Pakistan). This show was concerned about election activity. The panel
of the show consisted of Waseem Badami, Aniqa Nasir, Khawar Ghuman, Hasan Ayub, Maria
Memon, Meher Bukhari Kashif Abbasi and Chaudry Ghulam Hussain. Ali Muhammad Khan
was invited where he discussed the preparation of PTI for the election particularly in KPK and
further added that based on PTI preparation, the party will win majority of the seats in KPK.
Meher Bukhari (senior anchor) also supported the argument that in KPK, PTI will win majority
seats because in KPK, PTI had faced difficult circumstances, and the leaders there has faced
difficulties post 9th May 2023. Hasan Ayub gave prediction of the election results in KPK based
on his assessment that PTI will be unable to form government but a coalition government
consisting of ANP, PMLN, and JUI(F) will be formed. Khawar Ghuman gave analysis of the PTI
election campaign and concluded that in KPK, PTI will win the majority seats and will form
government. Kashif Abbasi also gave analysis on the PTI election campaign and added that PTI
in KPK is strong and will win majority seats and will form government63.

61
5th February 2024 Election Special Transmission Geo News timeframe 12:25, 13:45, 14:53
and 57:05 [Link]
62
Sawal yeh Hai ARY News timeframe 16:05 [Link]
si=x7oj0vDGCAHDGM1p
63
6th February 2024 Niklo Pakistan ki Khatir ARY News timeframe 28:00
[Link]

20
4.2. FACEBOOK
Facebook is a website which allows users, who sign-up for free profiles, to connect with friends,
work colleagues or people they do not know, online. It allows users to share pictures, music,
videos, and articles, as well as their own thoughts and opinions with however many people they
like64. This social networking platform was launched in 2004 by Mark Zuckerberg, Eduardo
Saverin, Dustin Moskovitz, and Chris Hughes, all of whom were students at Harvard
University65. Overtime this has become the most famous social networking platform with 3.03
billion active users in the world66. According to survey conducted by [Link] in January
2024, Pakistan stands at 11th place in the world with 44.5 million Facebook users67. This is shown
in the graph below,

FACEBOOK USERS IN MILLIONS IN

COUNTRIES(JAN 2024)
400 366.85
350
300
250
190.85
200
150 117.6 111.25
90.2 86.75 72.7
100 52.9 49.1 45.4 44.5 37.1
50
0
IA S A L PT
U SI ZI IC
O ES AM
H D AN
K
N
D E A X I N N ES L AN
YG
ST
U
I N R E H E T D I E I
O B M IP VI LA A K
D IL G TH PA
IN PH
N
BA

Like other social media platforms Facebook also has played a vital role in the elections of 2024
in Pakistan because every political party has their official pages through which they got engaged
their voters and supporters. Along with official pages there were unofficial pages of different
political parties through which they were active. Facebook also provide the option of creating
groups through which the group members become part of a closed community. Every political
party has their groups as well.
My research on Facebook will focus on PTI and I will try to dig deep that how they managed the
Facebook platform during their election campaign and discuss the main political parties like PPP,
PMLN, JI, JUIF, and ANP to see their digital campaign on Facebook.
4.2.1. SERVEY ON FACEBOOK

64
[Link]
%20a%20website%20which,however%20many%20people%20they%20like.
65
[Link]
%202004,were%20using%20Facebook%20every%20day.
66
[Link]
67
[Link]
facebook-users/

21
For this purpose, I have conducted a survey to know the activities of political parties before
elections. The survey type which I used was in person and the second one was through internet.
The questions which I asked were multiple choice questions because they are easy to answer by
providing the reader with the most suitable answer. The sampling technique which I used is non-
probability sampling method( Non-probability sampling techniques are where the researcher
deliberately picks items or individuals for the sample based on non-random factors such as
convenience, geographic availability, or costs.68) and in non-probability sampling I have
specifically used the quota sampling method(Like the probability-based stratified sampling
method, this approach aims to achieve a spread across the target population by specifying who
should be recruited for a survey according to certain groups or criteria.69) by implying this
method in my survey I have targeted the youth aged 18 – 25. The youth which I targeted were
educated and were aware of the election process occurring in the country and particularly in
KPK. they were also permanent users of Facebook and know about the platform at length.
Similarly, I have also managed to include the voices from different districts of KPK from Chitral
to D I khan. There are three main question which I asked from the people.
4. Which party was active on your Facebook feed?
Options [Link] [Link] 3. PMLN [Link] 5. JI 6. JUIF 7NDM 8. INDEPENDENTS BACKED BY
PTM 9. PTIP
5. Which party content was shared by your Facebook friends?
Options [Link] [Link] 3. PMLN [Link] 5. JI 6. JUIF 7NDM 8. INDEPENDENTS BACKED BY
PTM 9. PTIP
6. Which age group was active in your Facebook friends?
Options; 1.18-25 2.25-40 3.40 above

The response to the first question (Which party was active on your Facebook feed? Options
[Link] [Link] 3. PMLN [Link] 5. JI 6. JUIF 7NDM 8. INDEPENDENTS BACKED BY PTM 9.
PTIP) can be understood through the pie chart below.

68
[Link]
#:~:text=There%20are%20two%20major%20types,zero%20chance%20of%20being
%20selected
69
[Link]
#:~:text=There%20are%20two%20major%20types,zero%20chance%20of%20being
%20selected

22
 PARTIES ACTIVENESS ON FACEBOOK
FEED
7 3%
%

7
%
Pakistan tehrek e Insaf (PTI)
3 Pakistan Peoples Party (PPP)
% Pakistan Muslim League
2 Nawaz(PMLN)
% Awami National party (ANP)
Jamat e Islami (JI)
Jamiet Ullama Islam (JUIF)
Others(PTIP,NDM,PTM
Backed,Independent)

78
%

The pie chart above shows that PTI was the most active political party on Facebook with 78%.
Similarly, ANP and JI shared equal 7% weightage. PMLN and others also shared equal
weightage of 3%.PPP shows 2% weightage. Interestingly JUIF shared 0% weightage.
Similarly, the response to the second question (Which party content was shared by your
Facebook friends? Options [Link] [Link] 3. PMLN [Link] 5. JI 6. JUIF 7NDM 8.
INDEPENDENTS BACKED BY PTM 9. PTIP) can be understood in the pie chart below.

23
 PARTIES CONTENT SHARED ON FACEBOOK BY
USERS
3%
3%1%

10% Pakistan tehrek e Insaf (PTI)

Pakistan Peoples Party (PPP)
Pakistan Muslim League
3% Nawaz(PMLN)
Awami National party (ANP)
3% Jamat e Islami (JI)
Jamiet Ullama Islam (JUIF)
Others(PTIP,NDM,PTM
Backed,Independent)

76%

The above pie chart shows that 76% of the people opted for PTI that their content was shared by
people. ANP was opted by 10% of the people that their content was shared on Facebook.
Similarly, PPP, PMLN, JI and others was opted equally with 3% weightage of each. 2% people
answered that JUIF content was shared by people on Facebook.

7. The response of the third question (Which age group was active in your Facebook
friends?
Options; 1.18-25 2.25-40 3.40 above) can be understood by the pie chart below.

24
 FACEBOOK USERS AGEWISE(IN
YEARS)

11% Age 18-25

Age 25-40

Age 40+
31%
58%

The chart above shows the response to the question that which age group was active on the
Facebook, 58% of the people answered that youth which range from 18-25 years old were active
on Facebook. Similarly, 31% of the people answered that the age group of 25-40 years were
active on Facebook. 11% people answered that the 40 above age group were active on Facebook.

[Link]. RESULTS OF THE SURVEY

 The survey shows that PTI is the only political party most active on Facebook
with 78% people opted PTI while answering the first question.
 The survey also shows that people were supporting PTI by sharing their content
on Facebook with 76% weightage.
 Similarly, youth (18-25) were more active on Facebook with 58% weightage.
[Link]. CONCLUSION OF THE SURVEY
The survey shows us that due the unusual circumstances of PTI with their leader in jail and ban
on their public gatherings they were able to mobilize their voters and supporters through
Facebook. As a party they were more active on Facebook and their supporters were also very
much active on Facebook to boost the support for their party. similarly, the age group which they
targeted was the youth and this the age group which was most active on Facebook.
4.3. PTI ON FACEBOOK
Apart from survey I have conducted research on Facebook by seeing the activeness of political
parties before election 2024. PTI was the political party most active on Facebook, I have divided

25
the study in two different portions by seeing the party pages which included both official and
unofficial pages and then groups on Facebook.
4.3.1. PTI FACEBOOK PAGES
PTI official pages include three main pages which one is Imran khan Official70 ,Pakistan
Tehreek-e-Insaf71 and PTI Khyber Pakhtunkhwa72. All these pages have millions of followers,
with 14 million,8.7 million and 1.4 million followers, respectively. these pages were run by PTI
social media teams. They were very much active before elections and were posting numerous
posts during the days. Their focus was to mobilize their voters and supporters for the election. As
the circumstances were exceedingly difficult for them, they wanted their voters to show up on
the polling day of 8 February 2024. As PTI was barred from using their electoral symbol of BAT
the supreme court of Pakistan73 .The candidates of PTI were contesting as independents and they
were allocated different electoral symbols like gharial(clock), English letter ‘k,’ chain Ak(kettle),
dove, bottle etc. The main work which these pages were playing is to engage their voters by
informing them of the electoral symbols of their candidates and to counter all those independents
who were not nominated by PTI and using their party flag. These pages were constantly posting
their candidates’ names, electoral symbols, and their seats numbers on which they were
contesting election like national assembly seat numbers (NA-1,NA-2 etc) and provincial
assembly seat numbers(PK-23,PK-24 etc).the Imran Khan Official page has launched another
feature to facilitate voters in which the voters only needs to send their ID card number to the
page and in return the page will provide the complete information including Polling Station
Name, Block Code Number, national assembly seat number, Imran khan nominated candidate
and his/her electoral symbol, similarly it included the provincial assembly seat number, Imran
khan nominated candidate and his/her electoral symbol74. These pages also shared short videos
about how to cast their vote and use the ballot paper correctly75. These pages also shared posts to
make the voters pamphlet for family and friends and neighbours. They have also launched
another short message based online information cell on Imran khan official page in which the
voter only needs to send the national or provincial assembly seat number and they can get the
candidate’s name and his electoral symbol76.
Apart from these pages PTI also had pages of every district of KPK like PTI Peshawar Page77,
PTI Kohat Page78 and many more which are mentioned in the ‘appendix a.’ these pages were
targeting their own districts and covering the door-to-door campaign of PTI and sharing content
about their PTI nominated candidates.
4.3.2. PTI PAGES ON FACEBOOK
Coming to the separate groups which were created by PTI, and its supporters were also active
before elections 2024. The members in these groups were sharing informative posts and short
videos to keep their voters and supporters informed about elections. They were also sharing
70
[Link]/ImrankhanOfficial
71
[Link]
72
[Link]/PTIKPOfficial
73

74
[Link]
75
[Link]
76
[Link]
77
[Link]
78
[Link]

26
content which targeted the leaders of other political parties. These groups were PTI Official
Group79, PTI Khyber Pakhtunkhwa Group80 and many more which are mentioned in the
‘appendix a.’
On the contrary, to the PTI campaign on Facebook the other political parties in KPK like PPP,
PMLN, JI, JUIF, PTIP, and ANP were almost dormant before election 2024. If some party
affiliated pages or groups were sharing the content about their election campaign but the
response of their voters and supporters was not encouraging. I have mentioned all those pages
and groups in the ‘appendix a.’

4.4. TWITTER(X)

Twitter is a social media platform on which the users respond and send texts both privately and
publicly, images and videos known as tweets81. Twitter was merged with X in April 202382 , due
to this twitter ceased to become an independent company and became a part of X corporation 83.
As of January 2024, twitter is used by 2.95%84 of the population who are using social media.
4.4.1. PTI ACCOUNTS ON TWITTER(X)
Twitter played an impor6tant role in the election campaign of PTI in [Link] OFFICIAL
account has 10 million followers85 which was very much active during the election 2024. As PTI
candidates were contesting the election as independents so this official account of PTI was
sharing their symbols and names of the candidates to educate their voters and supporters.
Similarly, PTIKP OFFICIAL has 502.3K followers86. This account was also very active during
the election campaign of 2024. Alongside sharing the names and symbols of PTI candidates this
account was also sharing the link of RAABTA application and sharing the video that, how to
download this application on smartphones from application stores? In the tutorial they also
showed how to use this application. The tutorial showed that first the voters need to send an SMS
containing the national identity card number to 8300 helplines created by the election
commission of Pakistan. This helpline automatically sends back the details to the voter where his
vote is registered and the constituency number. From there the voter only needs to enter the
constituency number in the Rabata application. The application will show the voter the name and
symbol of the candidate contesting election in that constituency from the platform of PTI.

79
[Link]
80
[Link]
81
[Link]
82
Conger, Kate (October 28, 2022). "How Twitter Will Change as a Private Company". The
New York Times. ISSN 0362-4331. Archived from the original on October 28, 2022. Retrieved
October 28, 2022.
83
Wei, De Wei; Katanuma, Marika (April 11, 2023). "Twitter Company 'No Longer Exists,' Is
Now Part of Musk's X". Bloomberg News. Archived from the original on April 11, 2023.
Retrieved April 11, 2023
84
[Link]
85
[Link]
86
[Link]

27
Another interesting fact about the Rabata application was that it can be run without internet 87.
Imran khan also has his twitter account with 20.6 million followers88. This account was also
educating the voters. One such type of informative tweet was to make the voters voucher in
which the PTI workers were engaged to make the voter voucher for their friends, family and
neighbors. This voucher provides the following details, name of the polling station voters name,
father name or husband name of the voter, vote number and block code number. This voucher
also includes the national assembly constituency number, candidate name of the PTI and election
symbol and also the provincial assembly constituency number, candidate name of the PTI and
election [Link] official account of Imran khan on twitter also tweeted the AI generated
voice of Imran khan in which Imran khan urges his supporters to educate the voters by making
them aware of the candidate name and electoral symbol of that particular candidate who is
contesting the election from the platform of PTI90 . before the arrest of Imran khan, he had
recorded a message for the women of Pakistan. During the election campaign of PTI from the
official account of Imran khan on twitter that message was tweeted in which Imran khan targeted
the women participation in election, so he said that women are the 50% population of the
country, and they need to come on the election day to cast their vote in order to change the cruel
system of the country and move the country towards actual freedom. He also quoted the women
role in the creation of Pakistan to inspire his voters and supporters91.
4.4.2. PTI SPACES ON TWITTER
Alongside tweets and retweets PTI also did spaces on twitter. Twitter space is a feature in which
the user can have an online audio conversation on twitter92. It comprises of host who calls the
meeting and a cohost who further runs the meeting and listeners. One such space was hosted by
Imran khan official account before election 2024 which was joined by 466K listeners. This space
was given the name of PTI SECOND VIRTUAL JALSA. In this space the leaders of PTI like
Faisal Javed, Ali Muhammad Khan and Sher Afzal Marwat address the listeners and in short
educate them about the election 2024. All the representatives of PTI were focusing on educating
their voters and supporters about the candidates’ names and symbols and to come out on the
election day to use their right of vote. They also talked about their strategies for the election day
that every supporter of the PTI needs to be active on the election day and needs to try to educate
the voters about the candidate’s name and electoral symbol of the constituency. Along with this
they also need to educate the voters that how to caste the vote and how to fold the ballot paper
correctly93.
4.4.3. PTI HASHTAGS ON TWITTER
Hashtag on twitter is a word written after symbol #. this was launched by twitter to make the
topics easy for users to go to topics that they are interested [Link] trending on a twitter is

87
[Link]
88
[Link]
89
[Link]
90
[Link]
91
[Link]
92
[Link]
93
[Link]
94
[Link]
%E2%80%94written%20with%20a,topics%20they%20are%20interested%20in.

28
phenomenon when a hashtag become more visible, tweeted and retweeted many times on
twitter95. PTI was running their trends on twitter after 9th May 2023 and their trends were not
going down on. During their election campaign they were also running hashtags which were
trending on twitter. The hashtags which were trending on twitter were #pticandidatesconvention,
#ptivirtualjalsa, #voteimrankhan and #raabta. All the four hashtags were tweeted and retweeted
thousands of times on twitter making them trending on twitter. The #pticandidatesconvention and
#ptivirtualjalsa were run to engage their voters and supporters. On 27 January 2024 PTI
candidates from every province participated in an online convention. The notables were Ali
Amin Gandapur from Khyber Pakhtunkhwa, Hamad Azhar from Punjab, Qasim khan Suri from
Baluchistan and haleem Adil Sher from Sindh participated in the online convention. The main
aim of this convention was mobilizing the voters and supporters of PTI and to educate them
about the candidates’ names and electoral symbols96. Another such online convention was held
on 7 February from which notable leaders like Hamad Azhar, Faisal Javed, Shahbaz gill and
Mashal Yousafzai address the listeners about the election campaign and to mobilize and educate
them97.
4.4.4. PTI LEADERS ACCOUNTS
Alongside this PTI leaders were also very much active from their own twitter accounts as well
like Ali Muhammad khan with 4.2million followers98 ,Murad Saeed with 5.2million
followers99,Zartaj gul with 3.5 million followers100 and many more which are mentioned in annex
b. all these leaders were trying to mobilize and educate the voters and supporters of PTI for the
election 2024.

4.5. WHATSAPP
WhatsApp is a social media messaging platform where the users can send text messages, videos
and pictures. This is the most used messaging platform throughout the world. Pakistan stands at
7th place with 52.3 million users in the world101. This is illustrated in the column graph below.
Similarly, a survey was conducted by Ipsos in Pakistan (Ipsos is a French organization) under the
title political participation and landscape of Pakistani youth. This survey shows that 46% of the
people use WhatsApp social media platform in Pakistan102.

95
[Link]
%20specific,Twitter%2C%20TikTok%2C%20or%20Instagram.
96
[Link]
97
[Link]
98
[Link]
99
[Link]
100
[Link]
101
[Link]
102
Political Participation and Landscape of Pakistani Youth | Ipsos

29
 WHATSAPP USERS IN MILLIONS COUNTRYWISE
600
535.8
500

400

300

200 139.3
91.3 86.9 69.7
100 66.7 52.3 51.9 51.2 51

0
IA IL S IA O IA N Y
ES IA
D AZ
U
ES XIC SS TA AN IN ER
IN R N I S M
B O M
E RU K ER IP
H
N
IG
D PA G IL
IN PH

4.5.1. INTERVIEW ABOUT WHATSAPP

PTI also used WhatsApp extensively during their election campaign 2024. For this purpose, I
have conducted the interview of a PTI worker named Nadeem Ahmed. He remained the youth
president of district Malakand of Khyber Pakhtunkhwa for 8 years. Currently he is the legal
affairs secretary of Malakand division Khyber Pakhtunkhwa. He said that they had a
comprehensive strategy for the election campaign 2024. Answering the question regarding
WhatsApp usage in election campaign. He said that they have used WhatsApp to mobilize PTI’s
voters and supporters. For this purpose, they have made WhatsApp groups on many levels
following a hierarchy. These WhatsApp groups were on provincial level where PTI main
leadership was its members. Th next level of WhatsApp groups was on division level where the
PTI leadership and workers were its members. Then comes the level of district where they have
made groups the concerned districts PTI nominated candidates and workers were its members.
After district comes the level of tehsil where they have made WhatsApp group. The members of
the tehsil level were the concerned provincial assembly candidate and national assembly
candidate of PTI along with PTI workers. After the tehsil comes the union councils where they
have made WhatsApp groups the members of this group included the leader of that union council
alongside other party workers. After the union council they had made village council groups
where the head of the village for PTI and other workers were its members.
He added that these groups show that PTI had a complete and comprehensive strategy for the
election 2024. He further added that these groups were in hierarchical order so the messages in
these groups followed certain type of hierarchy from top to bottom. The messages which need to
be to be heard by masses were channeled through these WhatsApp groups. Seeing the reach of
WhatsApp the messages of the PTI leadership were conveyed to people in no time.
He also added that the messages in these groups were to convey the names of the candidates and
their electoral of PTI in a constituency. These messages were also containing the old speeches of

30
Imran khan. Whenever any PTI leader were to meet Imran khan in prison they would share the
messages that they got through these groups. When the election came near the media cell created
AI generated speeches of Imran khan. In these speeches Imran khan motivated the voters and
supporters to take part in election on 8 February 2024.
He said that through these groups we have mobilized our local workers for door-to-door
campaign also. For this purpose, at the village council level the workers have printed pamphlets
containing the name and electoral symbol of the PTI candidate in a particular constituency. They
have printed the pamphlets in such a way that they were like the copy of the original ballot paper.
Like the color of the original ballot paper is green for national assembly so they have printed the
name and electoral symbol of the national assembly candidate on green pamphlet. Similarly, the
color of the original ballot paper for provincial assembly is white so they have printed the name
and electoral symbol of the provincial candidate on white pamphlet. Along with this they have
also educated the people as to how to cast their vote and how to correctly fold the ballot paper on
the election day and n which box the votes need to be put like the green ballot need to be put in
the ballot box with green top and the white ballot paper to put in the box with white top.

CONCLUSION
This paper has focused on the in-depth examination of the digital electoral campaign and the
strategies employed by Pakistan Tehreek-e-Insaf (PTI) during recent electoral cycles of 2024.
The analysis reveals several key insights into the efficacy and innovation of PTI's digital
campaign efforts.
The digital campaign of PTI has been marked by the sophisticated use of social media platforms.
By leveraging platforms such as Facebook, Twitter(X), WhatsApp, YouTube, PTI effectively
reached a broad demographic. This particularly includes the youth. the youth provide a
significant portion of Pakistan's electorate. The strategic use of these social media platforms
allowed PTI to engage directly with voters. These platforms remained helpful for PTI to
disseminate their political message and mobilize support at a grassroots level by making them
know the electoral symbols of PTI backed candidates.
The digital campaign's success can be attributed to PTI's innovation and adaptability in
embracing new technologies and digital marketing trends. The use of live streaming, interactive
content, and viral social media campaigns created a dynamic and engaging digital presence of
PTI. This not only increased PTI's visibility but also created a sense of community and active
participation among its supporters. The integration of digital tools with traditional campaign
methods, such as rallies (in limited areas like district Malakand where they held a limited really
despite of prohibition from government) and door-to-door campaign. These campaigns created a
hybrid approach that maximized voter engagement. The integration of virtual reality (VR)
technologies provided voters with immersive experiences. These included virtual rallies and
interactive Q&A sessions with candidates through Twitter (X) spaces augmented by the AI
generated speeches of Imran Khan. These innovations broadened the avenues for voter
engagement. In addition to this also demonstrated the dynamic capabilities of digital
technologies in creating compelling political narratives in the minds of people. By using the
social media platforms PTI was able to target specific areas of the country with tailored

31
messages, which significantly enhanced voter engagement and participation. The real-time
feedback mechanism inherent in digital platforms allowed PTI to make swift adjustments to their
strategies, thus maximizing the campaign's impact like when their old Official website was shut
down by government, within no time they created a new Official Website to carry on their digital
campaign. PTI social media team was able to monitor public sentiment in real-time which
enabled them to refine their messaging, respond promptly to opposition attacks, and address
voter concerns directly and effectively. This adaptability and responsiveness underscore the
transformative potential of digital tools in political engagement, positioning PTI as a frontrunner
in the digital campaign arena.
PTI's digital electoral campaign represents a significant shift in the political landscape of
Pakistan, demonstrating the transformative potential of digital technology in modern politics.
The strategies employed by PTI have set a precedent for future electoral campaigns, emphasizing
the importance of digital engagement and data-driven decision making. As digital campaigning
continues to evolve, it will be essential for political parties, policymakers, and the electorate to
adapt to these changes, ensuring that digital tools are used ethically and effectively to enhance
democratic participation and representation. The lessons learned from PTI's digital campaign
provide valuable insights for both domestic and international political contexts, highlighting the
opportunities of the digital age in shaping the future of electoral politics. Future research should
continue to explore the evolving landscape of digital political campaigns and develop strategies
to mitigate the associated challenges, thereby contributing to the advancement of democratic
processes in the digital age. This will contribute to the advancement of democratic processes in
the digital age, ensuring that the benefits of digital campaigning are fully realized while
safeguarding against its potential pitfalls.

32