Strategic framing in conflict communication: ISPR’s use of X during Pakistan’s War on Terror

Strategic communication plays a pivotal role in shaping public discourse during conflicts such as the War on Terror (WoT). This study examines how the Inter-Services Public Relations (ISPR)—the media arm of Pakistan’s Armed Forces—strategically used X (formerly Twitter) from 25 December 2016 to 30 December 2017 to build and sustain public support for counterterrorism efforts. Addressing a context-specific gap in the literature on military communication in the Global South, this study applies framing theory as a conceptual lens and employs content analysis to explore the types and frequencies of frames used by ISPR over time. Findings show a clear emphasis on motivational frames, aimed at fostering national unity and emotional engagement, followed by diagnostic frames, which attributed blame and justified action. Prognostic frames, proposing solutions, were less frequently used, suggesting a communication strategy centered more on legitimation than operational detail. Additionally, the study also conducts discourse analysis of audience replies to ISPR’s most visible tweets to examine how publics interpret, negotiate, and respond to military narratives. By analyzing both the evolution of ISPR’s frames and the discursive dynamics within audience responses, this study highlights temporal patterns in military communication during the WoT and shows how framing and public discourse interact within a shared digital environment. The findings offer valuable insights into how digital platforms like X are leveraged by state institutions to manage public perception and maintain narrative control in hybrid warfare contexts.