GENRE BASED DISCOURSE ANALYSIS OF POLITICAL SLOGANS IN PAKISTAN

Abstract

This study analyzes the campaign slogans of Pakistan's predominant political parties. This study qualitatively examines the rhetoric of Pakistan Tehreek-e-Insaf (PTI), Pakistan Muslim League-Nawaz (PML-N), and Pakistan People's Party (PPP). Carolyn Miller's category analysis and Norman Fairclough's critical discourse influence the perspectives of the Pakistan People's Party (PPP). The research analyzed fifteen rhetorical, lexical, and political slogans from every party. The research discovered the use of alliteration, assonance, and metaphors to formulate melodic, poetic, and lyrical slogans for the public. They also represent each party's perspectives on community welfare, popularity, economic development, corruption, and nationalism. In "Naya Pakistan," PTI campaigned against the corruption of the social justice system, whereas PML-N advocated for economic development. PPP slogans advocated for democracy and human rights. They emphasized the traditions of the Bhutto family. Political parties utilize electoral addresses to advocate their ideologies, concepts, and personas to secure votes. This study determined that Pakistan's electoral and communication strategies are contingent upon political slogans. They signify concepts and terminology. They demonstrate persuasive influence, effectiveness in popular mobilization, and public engagement. The study indicates that slogans form the foundation of political party electoral communication. They exhibit communication that influences voters.