Abstract
Media have become a key element during the electoral process as it frames the image of political parties in a way that influence public opinion accordingly. This research aims at analyzing the editorial coverage of leading Pakistani political parties PML (N)1 , PTI2 and PPPP3 in four mainstream newspapers during the general elections of 2018. For this study, National newspapers-two each of English (Dawn and The News) and Urdu language (Jang and Nawaiwaqt) were selected and their content was analyzed. Furthermore, it identifies the pattern of editorial coverage (positive, negative, neutral) given to the political parties of selected newspapers from 25 May 2018 to 25 July 2018. For this purpose, quantitative and qualitative content analysis was conducted under the theoretical framework of agenda setting. Finding of the study revealed that PML (N) was given the maximum coverage as compared to other political parties. However, all the newspapers had similar framing pattern towards PML (N) during the general elections of 2018.
Keyword(s)
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