Promises, Slogans, and Power: Political Campaigns in South Punjab’s 2018 Elections

The South Punjab general elections of 2018 turned into a fine synthesis of promises, rhetoric, and clashes for power that modified the entire political complexion of this region. Major parties campaigned among the economically deprived voters with populism and a regional narrative. They were all rejoicing in themes of development, provincial autonomy, and inclusion, but most of the time, these were empty promises incapable of seeing the light of demonstrable results. The flip-flops of the politicized arena from one faction to another represent new types of loyalties spawned by clientelism, not ideology. This study deals with how electoral messaging, identity politics, and bargaining for power acted to such an extent as to bind voters into reinforcing mechanisms for existing power structures in the disguise of change and regional empowerment.