Leading politicians framing balochistan in the social media: a study of facebook

Abstract

Balochistan remains one of Pakistan's least developed and most neglected provinces despite its significant potential to contribute to national growth. While the region faces persistent challenges ranging from law and order to socioeconomic underdevelopment, political discourse plays a critical role in shaping public perception and policy responses. This study examines the engagement of prominent politicians on Facebook, the most widely used social media platform in Pakistan, to analyze their discourse on Balochistan's development and challenges. Guided by agenda-setting theory and employing content analysis, the study systematically investigates posts from the official Facebook accounts of 65 provincial politicians alongside three widely followed Facebook pages from January 1 to April 30, 2022. A total of 1,978 posts were analyzed, revealing that government-affiliated politicians predominantly highlighted development projects, portraying Balochistan as progressing rapidly. In contrast, opposition politicians focused on issues such as terrorism, smuggling, and political violence. Meanwhile, popular Facebook pages voiced concerns over political corruption. The findings suggest that political discourse on social media reflects partisan priorities rather than a comprehensive representation of the province's realities. The study recommends extending future research to incorporate multiple social media platforms and a broader timeframe for a more nuanced understanding of political narratives on Balochistan.