Digital narratives shaping politics
Zeeshan Wasim
In today’s rapidly digitalizing world, social media has become an influential platform that taps into all aspects of the society, from commerce to culture. However, the most significant shift brought upon by digitalization is in how it shapes the politics. In Pakistan, the traditional media once reigned supreme in the arena of politics but then the social media emerged as a dynamic force and enabled the citizens to engage with politics in manners never imagined before. This digital transformation is not without its challenges. It is undoubtedly altering the political landscape of Pakistan.
The rise of digital platforms such as Instagram, Facebook and Twitter reshaped how Pakistani population consumed political information. In the past, Pakistanis relied on a few major media channels for news and commentary. In the cotemporary times, they have access to all the social media platforms which serve as the primary sources of information on political events, often delivering the updates faster than traditional media. In Pakistan, there are over 64 million active social media users and this is a shift that represents a significant change in how the political information is disseminated.
Political parties in Pakistan have recognized the power of social media. The major political figures and prominent members of the political parties of Pakistan regularly engage with their supporters online. Social media gives politicians direct access to the public. They are able to bypass traditional media filters and are able to deliver their messages in an unaltered manner. Such direct communication is a powerful tool in building a narrative and rallying the supporters, especially the youth, who are more inclined to follow politics through digital platforms rather than traditional media channels.
The influence of social media on the politics of Pakistan is noticeable particularly during the election periods. The parties and candidates ramp up their online presence and use viral content, targeted advertisements and engaging posts to reach a wider audience. Utilizing digital platforms allow the parties to appeal to the younger demographic, amplifying their message and generating mass engagement. Digital strategies play a significant role in swaying public opinion and affecting electoral outcomes.
While social platforms have democratized access to political information, it has also opened the door to misinformation and polarization. False news spreads rapidly on social media, often inciting fear and anger among the public. In Pakistan, where the political loyalties run deep and emotions can flare quickly, such misinformation can be harmful. Manipulated videos and fake news have been used to discredit political opponents or stir controversies. This trend became evident especially during the Covid-19 pandemic when rumors about health protocols, government policies and vaccinations circulated widely and caused public distrust in government efforts.
The role of social media in amplifying polarization is another significant concern. The social media algorithms are designed to give priority to content that engages users, which often means more of what the users already agree with. For Pakistani users, this can lead to the formation of something known as “online echo chambers”, where the individuals are constantly exposed to information that reinforces their already existing beliefs. As a result of this, political discussions become polarized with the users less likely to encounter different viewpoints. This can lead to political factions and make consensus on national issues hard to achieve.
Moreover, the anonymity of social media has fueled a rise in digital harassment, with political figures, especially women facing frequent abuse that can discourage participation in the political landscape. Prominent women in Pakistani politics and even journalism often encounter a toxic culture online, where personal attacks and even threats exist. Such an environment risks silencing critical voices and undermining social media’s potential as a democratic tool.
Yet, the social media remains a vital platform for political engagement, enabling ordinary citizens to voice their concerns, mobilize around causes and hold officials accountable. Through the grassroots movements on issues like inflation, women’s rights and climate change, social media is proving instrumental in driving societal and political change.
Looking ahead, it is essential for the government of Pakistan and social media companies to address the issues like misinformation, harassment and polarization while preserving the democratic benefits of the platforms. Fact-checking mechanisms and digital literacy initiatives can help achieve this balance.
Despite the challenges, social media’s potential to empower citizens and democratize information presents a unique opportunity for a more engaged Pakistani public. As digital narratives continue to shape politics, it is clear that social media’s influence on the political landscape will only become stronger over the time.
The writer is op-ed editor at Sunrise Today. He can be reached at: zeeshanwasim@yahoo.com.
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