Abstract
This study investigates the framing of the Gaza conflict on social media in Jordan and its impact on public opinion. By employing qualitative methods, it explores the emotional, political, and ideological underpinnings of digital discourse through in-depth interviews with Jordanian social media users, journalists, and political analysts. The findings reveal that online conversations predominantly center on humanitarian and moral matters; however, posts that evoke strong emotions are seen as both authentic and politically charged. The widespread distrust of mainstream media gives rise to echo chambers, leading users to depend more on content shared by friends and digital influencers. Utilizing media framing and connective action theories, this study highlights how digital platforms serve as vital arenas where users selectively influence public sentiment and political identity. In the Jordanian context, the paper examines social media communication during conflicts, advocating for improved media literacy. It also elucidates the geopolitical transformations in communication that social media has led to during crises. This research contributes to the broader discourse on the impact of digital media in the Global South, offering valuable insights for both researchers and policymakers.