January 1, 2023

When Rivalry Goes Away: Mainstream News Channels’ Usage Patterns of Facebook in Pakistan

SAShabana AsgherLahore College for Women University

Key Points

Television news channels in Pakistan increasingly use Facebook to promote content and attract audiences, indicating a shift in media influence.
A content analysis of four mainstream channels over six months shows distinct strategies for audience targeting.
The shift from traditional to social media reflects a new era of electronic media adapting to competitive landscapes.
Findings suggest that understanding social media usage is crucial for media managers aiming to maximize outreach and engagement.

Abstract

Once considered as the strongest form of influence, electronic media got its tough competitor as social media. Contrarily, the need for the promotion of content and attracting an audience stimulated electronic media managers to use social media for their marketing also. The study examines how television news channels in Pakistan use social media, particularly, Facebook to advertise and promote their content and to target specific audiences. For the purpose, a content analysis of Facebook pages of four mainstream television channels: ARY News, Express News, Samaa News, Dunya News is conducted for a six-month period.

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