Rhythm of Political Semiotics: Analyzing TikTok's Influence on Pakistan's Political Narratives

Abstract

Aim of the Study: This study aimed to investigate the influence of TikTok (TT) reels on shaping political narratives for Pakistani political parties in the contemporary era of pervasive social media.

Methodology: Grounded in semiotics theory by Saussure, Peirce, and Barthes, the research conducted a meticulous semiotic analysis of TT reels from major political parties (PTI, PMLN, PPP). Purposive sampling of nine reels decodes explicit and implicit political messages through symbols, audio, and visuals. Additionally, Fairclough’s critical discourse analysis (CDA) and semi-structured interviews with fifty respondents offer nuanced insights.

Findings: The discourse analysis of semiotic-rich TikTok reels by Pakistani political parties (PTI's religious-nationalistic fusion, PMLN's emotive appeals, and PPP's governance showcases tailored to resonate with distinct audience sentiments) revealed strategic use of symbols to shape narratives and engage audiences, addressing research questions. While some viewers exhibit disinterest, others engage with specific narratives, highlighting the complexity of digital political communication.  Interview responses underscore the modest impact of TikTok reels on political perspectives, affirming the platform's function primarily as a communication tool rather than a decisive influencer of public opinion.

Conclusion: This study unveiled the dynamic synergy between social media and politics, offering pivotal insights into evolving political communication strategies. The call for expanded research, integrating audience reception analysis, and leveraging technological advancements, highlights the study's forward-looking perspective in navigating the evolving terrain of digital political communication.