Digital populism
Loading...
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
UMT, Lahore
Abstract
This study aims at finding the strategies and their impact that Imran Khan has used on social media platforms to invoke populist spirit among the people of Pakistan. Thus, the answers to the following research questions were explored in this study: 1. What are most commonly employed ways on Imran’s Khan personal accounts that make him relatable to a Common Man? 2. What are the strategies employed by Imran Khan and his media cell via his social media accounts to justify that his efforts are in the interest of the people unlike those in opposition? 3. What are the responses of people on social media when they observe his strategies that make him relatable to a common man? 4. What are the responses of people on social media regarding Khan’s approach in making them believe that he is working in their interests unlike those currently in power? This study utilizes qualitative approach in which social media posts and their comments were collected as data. It is causal research where the photograph and video posts by Imran Khan and their responses in the form of comments from citizens were collected via convenience and purposive sampling subtypes of non-probability sampling for observation. Result of the study suggested that Imran Khan’s strategies include him taking religion very seriously, him knowing the issues of public, him not preferring any special treatment compared to others etc. and most people’s response to that was positive and trusting him to become their leader.