Social Media Agenda-Setting and Evolving Political Communication Strategies: A Study of the 2026 General Election of Nepal

Abstract

Social media platforms have driven an evolution in the political communication landscape and election campaigns. This research focuses on the political agenda-setting role of social media, particularly Facebook, during Nepal's 2026 general election. It examines how parties used Facebook to shape campaign agendas, stimulate public engagement, and potentially influence electoral outcomes. Employing a mixed-methods content analysis, the study analyses 1,498 Facebook posts published by four political parties between January 20 and March 2, 2026. The analysis identifies evolving patterns in political communication, campaign agendas, forms and levels of public engagement, and their relationship to election results. The findings indicate that major political parties are prioritising social media campaigning to set election agendas, primarily through photo and video-based posts related to election campaigns, candidates, policy plans and promises, and voter awareness messages. The study demonstrates that parties exhibiting stronger strategic adaptation to the social media ecosystem generate higher levels of public engagement, which can subsequently be reflected in voting behaviour and election outcomes. The March 2026 election represents a notable shift in Nepalese political communication, in which social media platforms, particularly Facebook, served as powerful tools for agenda-setting, political branding, voter mobilisation, and overall voter participation, with measurable effects on election outcomes. The findings suggest that future elections in Nepal will become more digitally oriented. That adaptation to platform dynamics and online public behaviour could be a key determinant of majority wins.