Effect of Political Leaders’ Televised Uncivil Language on Society: Citizens’ Following of Negative and non-Islamic Language

  • Muhammad Shabbir Sarwar University of the Punjab
  • Waqar Ul Haq University of the Punjab.
  • Javairia Shafiq University of the Punjab
  • Khuram Shahzad University of the Punjab 
Keywords: Uncivil Language, Abusive Language, Pakistan General Elections 2018, Society, Negative Terms, Social Circles


Pakistan was established in the name of Islam for the Muslims residing under the control of British India in 1947. This study focuses on the grass root level effects of uncivil language of political leaders used in the electoral campaigns and telecasted on television. The research method was survey and purposive sampling technique was used for data collection from nine towns of Lahore from the Muslim citizens who actually participated in the GE 2018. The theoretical support was taken from The Speech Act Theory and Psycho-Linguistic Theory. The study revealed that the impact of uncivil language of political leaders is witnessed at grass root level as 36.9% citizens re-used the negative phrases of political leaders in their social circles as χ2(4) = 26.809, p < .05. Hence, the hypothesis “Muslim citizens re-used negative political terms and phrases coined by their party leaders against teachings of Islam” was fully supported by this research study and literature. Negative statements of political leaders repeated on television were also re-used by the citizens in their routine life (by 43.1%) showing a significant effect as χ2(4) = 33.464, p < .05.

Author Biographies

Muhammad Shabbir Sarwar, University of the Punjab

Assistant Professor, Institute of Communication Studies, University of the
Punjab. Lahore.

Waqar Ul Haq, University of the Punjab.

Assistant Professor, Institute of Communication Studies, University of the

Javairia Shafiq, University of the Punjab

Assistant Editor ,The Educationist, University of the Punjab,Lahore

Khuram Shahzad, University of the Punjab 

Public Relations Officer at University of the Punjab, Lahore


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