Weeks ahead of Nepal’s March 5 parliamentary elections, an analysis by The Kathmandu Post indicates that Facebook’s algorithm is disproportionately amplifying content related to the Rastriya Swatantra Party (RSP) on popular social media pages.
The analysis examined 4,754 posts from 24 Facebook pages with a combined following of around six million users. These included widely followed platforms such as “Routine of Nepal Banda” as well as local community pages like “Troll Pokhara” and “Nepalgunj Gallery.”
According to the findings, more than half of the political posts during the period focused on the RSP, significantly exceeding coverage of established parties such as the Nepali Congress and the Communist Party of Nepal–Unified Marxist Leninist (CPN-UML).
Experts in Nepal cited in the report described the trend as an emerging “narrative war” online, where algorithm-driven visibility influences what voters encounter on social media platforms ahead of polling day. Traditional parties were reported to be attempting to increase their digital presence through smaller teams and short-form video content, though their efforts remain largely volunteer-led and limited in reach.
Researchers noted that the observed pattern aligns with how Facebook’s algorithm prioritises content, favouring posts that generate strong emotional reactions such as anger, excitement or sympathy over neutral or informational material.
The report also noted that social media platforms, which played a role in mobilising Gen Z-led protests in September 2025, are now central to political mobilisation during the election period. For many younger voters, online content has become a primary source of political exposure, replacing rallies and party manifestos.
As highlighted in The Wall Street Journal’s Facebook Files investigation, internal research leaked in 2021 by whistleblower Frances Haugen found that posts provoking “angry” reactions tend to receive greater algorithmic visibility, contributing to increased polarisation.
The analysis found that content supporting the RSP, its leaders Balendra Shah and Rabi Lamichhane, and the party’s blue bell symbol appeared more frequently than material related to the two major traditional parties. Much of the content focused on personalities and emotional appeal rather than policy issues.
The election features candidates from across Nepal’s political spectrum, including established figures such as K.P. Oli and former king Gyanendra Shah, alongside younger leaders such as Gagan Thapa and Gen Z activist Sudan Gurung.
