Media Coverage of Populist Leaders of Pakistan and India: A Comparative Study of Elite and Popular Press

Abstract

This study examines the coverage of populist leaders in the newspapers of India and Pakistan, focusing on how the newspapers frames the populist leaders in both pre-election and post-election phases. By analysing key framing strategies, media-genic attributes, and issue types, the research aims to highlight the distinct approaches taken by the newspapers during critical political phases. The study employs a quantitative content analysis of coverage from four selected newspapers: Dawn (Pakistan), The News (Pakistan), The Hindu (India), and The Times of India (India). Framing theory serves as the theoretical framework for examining the primary discursive strategies. The findings reveal that among the Approach-Based Frames, the most prominent strategies were the "People-Centric" and "Anti-Elitist" frames, while "Nationalism," "Moralism," and "Personalization" were less commonly used. The "People-Centric" frame was predominantly applied during the pre-election coverage of populist leaders in both India and Pakistan. In contrast, the "Anti-Elitist" frame emerged as the most common in post-election coverage. Additionally, in the Language-Based Frames, there was a shift from the "Emotive Language" frame in the pre-election period to the "Demonizing Language" frame post-election, with the latter being frequently used to describe populist leaders in both countries. In the pre-election period, the tone of the press was generally supportive, but it became more critical after the election. Throughout both phases, various media-genic attributes were ascribed to populist leaders, with "Human Interest" attributes being the most frequently used. However, after the election, there was a noticeable increase in the use of "Controversial Attributes." Overall, this research contributes to the understanding of how the newspapers in these two neighbouring South Asian countries shape political narratives around populist figures, providing insights into the relationship between populism and media framing.