New Media Language: A Study on the History and Development of Propaganda in Khyber Pakhtunkhwa

This study examines how propaganda messages related to the Pakhtun belt in Khyber Pakhtunkhwa (KP), Pakistan, are created, shared, and consumed on Facebook, using new media language. An in-depth analysis of Facebook posts from a group with at least 10,000 members is conducted in this study, based on qualitative content analysis of the posts, as well as applying the circuit of culture as a theoretical framework. Pakhtunistan propaganda and PTI propaganda are two of the main types of propaganda identified in the study. It is widely accepted that both types of propaganda rely on various techniques to influence people, including the use of emotive appeals, selective use of facts, repetition, and slogans. Besides investigating the actors involved in the production, representation, consumption, and regulation of propaganda, the study also explores the channels, modes, and mechanisms involved in its production and distribution. A contribution is made to the literature relating to propaganda theories and practices in a particular geographic and cultural context from the perspective of this study. Furthermore, it promotes critical thinking skills, media literacy, and dialogue for the purpose of countering propaganda as well. As a result of the research, it came to the conclusion that propaganda is a complex phenomenon that adapts to changing media environments and can have different effects on society, depending on its intention and methods.