Parsuram KharelDahal, Rishikesh2026-02-132026-02-132025https://hdl.handle.net/20.500.14540/25603The first multi-party general election in Nepal held in 1959, saw minimal involvement from the media. Newspapers, at the time, did not play an Agenda-setting role. The restoration of democracy in 1991 introduced liberal media policies, allowing for the growth of privately-owned newspapers. Over time, these newspapers gained prominence during elections. However, the role of Nepali newspapers in Agenda setting, as defined by McCombs and Shaw in 1972, remains underexplored. This study analyzes the Agenda-setting function of Nepali newspapers during elections, focusing on their coverage of campaigns, voter engagement with election-related news, and the strategies employed by political actors to shape public opinion in the age of social media. The Agenda-setting theory posits that topics repeatedly highlighted in the news become established as agendas, shaping public discourse and laying the foundation for policy work. Building on Dearing and Rogers’ Agenda-setting theory, the study investigates the interplay among media, public, and policy agendas. It employs a qualitative driven mixed-method research design, combining content analysis, surveys, and case studies. A total of 602 news articles were analyzed, alongside surveys with 338 voters, and manifesto reviews of the two major political parties—the Nepali Congress (NC) and the Communist Party of Nepal Unified Marxist and Leninist (CPN-UML). A case study on social media influence during elections was conducted to contextualize traditional media's role within the evolving media ecosystem. Furthermore, the findings were triangulated through 14 key informant interviews (KIIs) with experts, ensuring a comprehensive analysis. The findings reveal that while Nepali newspapers emphasize democratic values in their election reporting, they often fail to address the public concern issues. viii Coverage tends to be event-driven, with a primary focus on the Election Commission (EC) and government activities. Public trust in newspapers is moderate but declines significantly regarding perceptions of political impartiality. Policy agendas are rarely prioritized, and political manifestos frequently feature repetitive and unfulfilled promises. Moreover, media impartiality is often compromised, with private newspapers leaning toward opposition parties and government-run newspapers favoring the ruling coalition. The study also identifies emerging challenges by social media as political parties increasingly shift their focus to virtual platforms for disseminating their agendas. This shift has diluted the legacy media’s Agenda-setting role, particularly in shaping policy discourse. Nepali newspapers are found to lack follow-up on electoral promises and fail to address the everyday concerns of the public. News reporting remains centered on political elites, reflecting a skewed representation of voices and issues. From a theoretical perspective, the study underscores the limited effectiveness of Agenda-setting theory in the Nepali context due to weak linkages among the media, the public, and political actors. While the media holds the potential to transform public concerns into actionable policy agendas, the disconnection among these elements restricts its impact on public opinion and policymaking. For Nepali newspapers to fulfill their Agenda-setting role effectively, balanced and inclusive reporting on public affairs is essential. The findings have significant implications for media practitioners, political parties, election authorities, and policymakers, offering a roadmap for improving media practices and strengthening Nepal’s democratic system. By addressing gaps in electoral coverage and engaging more meaningfully with public concerns, the media can better contribute to a vibrant and accountable democracy.enNewspapersPeriodicalsNewspaper pressNepali newspapersThesis