Final Year Project

Project Title

Crafting Electoral Triumph: Social Capital and Social Media

Description

Crafting Electoral Triumph: Social Capital and Social Media, examines social media's transformative role in shaping political engagement and electoral outcomes during Pakistan's 2024 general elections, focusing on Imran Khan and PTI's use of TikTok, Instagram, and Facebook to cultivate youth-oriented social capital rooted in Robert Putnam's concept of reciprocity and trust. The study highlights PTI's strategic use of trending content, influencers, and charismatic narratives to maintain algorithmic relevance and mobilize first-time voters, translating digital interactions into offline action. Findings reveal social media's dual capacity to empower democratic participation through rapid mobilization while creating misinformation and echo chambers. By analyzing PTI's success in galvanizing youth via anti-establishment rhetoric and digital campaigns, the paper underscores the interplay between social capital, digital platforms, and electoral triumph, offering insights into tech-driven political strategies.