The Role of Urdu Leading Newspaper (Daily Express, Daily Nawa-i- Waqt and Daily Jang) to Overpowering the Political Communication in Election 2013 Period

This study investigates “the influence of Urdu newspapers during the 2013 general election campaign concerning the dissemination of political communication.” To address the research question, we chose Daily Jang, Daily Nawa I Waqt, and Daily Express for content analysis. Within these newspapers, we focused on the Editorials and advertisements that appeared on the front and back pages, specifically from PPP, PML (n), and PTI. We employed random sampling to explore and analyze the research questions through the lenses of agenda-setting and framing theory. We aimed to examine and analyze the statements made in the chosen newspapers. I examined 51 editorial of selected newspaper and 86 ads related to the study that published during 10th general election 2013. Upon analyzing the content, we discovered that 60.9% of the editorials are aligned with political advertisements those published by selected political parties PPP, PMLN and PTI. Additionally, during study we noted that one newspaper published more political advertisements addressing electoral and political topics compared to others, while those with fewer advertisements allotted less space to political advertisement discussions in their editorials. Consequently, the editorial themes of the selected newspaper suggest that during the election period, the newspaper's agenda is shaped by the agendas or ads of political parties.