A Content Analysis of Political Advertisements in Print Media during General Elections-2018 in Pakistan
Keywords:
Content analysis, Print Media, Political Advertisements, Political Parties, General Election-2018Abstract
This research study is a content analysis of the print media political advertisements of the leading Urdu newspapers of Pakistan. These advertisements were published one month before the General Elections 2018 by three leading political parties of Pakistan i.e. Pakistan Tehreek-e-Insaf (PTI), Pakistan Muslim League Nawaz (PML-N) and Pakistan People’s Party (PPP). The advertisements have been analysed using the content analysis technique. The three most popular Urdu dailies of Pakistan i.e. Daily Express, Daily Nawa-i-Waqt and Daily Jang were selected for the content analysis. It was observed that the three political parties used various advertising themes, appeals, and tactics of attacking opponents in print media political advertisements to gain the support of the voters during the elections. It has been observed that the Pakistan People's Party published more advertisements as compared to PML-N and PTI. It was also found that PPP and PTI used the content of their past performance and hope appeals in their advertisements. However, PML-N used fear and hope appeals, past performance, the sanctity of the vote, and some other mixed themes. PTI published very few advertisements in the print media and used the opponent attack, past performance, health, education, corruption, and hope appeal in its advertisements.
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