Social Media Dynamics of Partisan Bias, Rhetorical Strategies, and Affect Polarization in Pakistan

Abstract

Aim of the Study: This study examines how partisan bias in TV news content and political rhetoric on social media influence public polarization in Pakistan.

Methodology: The study analyzes the partisanship of two major Pakistani TV news channels, Geo News and ARY News, through a content analysis of videos posted on their official Facebook pages during the Panama Papers case involving the then Prime Minister Nawaz Sharif. It also evaluates the rhetorical strategies of the leading political parties, Pakistan Tehreek-e-Insaf (PTI) and Pakistan Muslim League Nawaz (PML-N), by analyzing keywords, hashtags, and persuasive appeals in Facebook posts from Imran Khan (founder of PTI) and the official PML-N page. Affect polarization was assessed through sentiment analysis of user comments on the selected posts.

Findings: Results indicate that the Facebook pages of ARY News and Geo News exhibited partisan bias in favor of PTI and PML-N, respectively. The use of keywords and hashtags differed between the pages of Imran Khan and PML-N, though both frequently employed emotional (pathos) appeals, with limited use of logical (logos) arguments. Public sentiment in comments did not consistently align with the partisan bias or rhetorical style of posts; however, media pages triggered more polarized reactions than political ones. The public appeared more inclined to criticize opponents than defend their own party, reflecting a high level of affective polarization.

Conclusion: This study reveals that partisan media and emotional political rhetoric contribute to polarization, but public hostility toward opponents remains high regardless of media bias or rhetorical appeal.