THE ROLE OF POLITICAL PARTIES IN ENGAGING THE PUBLIC VIA SOCIAL MEDIA ON PROVINCIAL FORMATION AND RESTORATION: A CASE OF PAKISTAN

Abstract

This study examines the role of political parties in engaging the public through social media regarding the formulation and restoration of provinces in South Punjab, Pakistan. In recent years, social media has emerged as a powerful tool for political communication, allowing parties to reach a broader audience and mobilize public opinion on critical issues. Utilizing a mixed-methods approach, the research analyzes social media campaigns, public reactions, and discourse surrounding provincial matters. Key findings indicate that political parties effectively utilize social media platforms to inform, persuade, and engage the public on the significance of provincial formation and restoration, tapping into regional sentiments and aspirations. However, the study also identifies challenges, such as misinformation and polarized narratives, that can distort public understanding and hinder constructive dialogue. Furthermore, the findings underscore the importance of transparency and accountability in political messaging. This research contributes to the understanding of how social media shapes political discourse and public engagement in South Punjab, providing recommendations for political parties to enhance their strategies and foster more informed public participation in the provincial governance process.