Pakistan’s social, political, and cultural landscape has been profoundly altered by the exponential rise of social media in the last ten years. With over 70 million active users on social media, Facebook, Twitter, Instagram, YouTube, and other platforms have established themselves as vital venues for political debate, social activity, and communication in Pakistan. Social media has become a democratising force in a nation where political pressure and censorship have restricted traditional media, giving people a forum to voice their ideas, question authority, and have conversations about matters that impact their day-to-day lives.
The Rise of Social Media in Pakistan
The Pakistan Telecommunication Authority (PTA) estimates that by 2023, there will be 124 million broadband users and over 187 million mobile subscribers in Pakistan, reflecting the country’s dramatic rise in internet and mobile phone usage in recent years. Millions of Pakistanis now rely heavily on social media sites like Facebook, YouTube, and Twitter to interact, get information, and take part in public discussions.
Over 60% of Pakistan’s population is young, and they have been especially active on social media, using these platforms to demand government responsibility and raise awareness of societal issues. Millions of Pakistanis use social media on a regular basis due to the accessibility of smartphones and the low cost of mobile data plans, which have contributed to the growth of social media usage.
Political Engagement and Social Media
Redefining political engagement is one of social media’s most prominent effects in Pakistan. Newspapers and television stations are examples of traditional media sources that frequently face restrictions from the government, business interests, or political allegiances. Social media, on the other hand, has made it possible for more unbiased and independent discussion on political developments.
The general elections of 2018 signalled a paradigm shift in the way political parties interacted with voters on social media. Imran Khan’s Pakistan Tehreek-e-Insaf (PTI) used social media as a key element of their electoral strategy, interacting with followers directly on platforms like Facebook, WhatsApp, and Twitter, disseminating political messages, and encouraging voter turnout. With more than 19 million followers, Imran Khan’s Twitter account has proven to be a useful instrument for influencing public opinion and bringing up national concerns with the general public directly, avoiding established media outlets.
With all of the major parties—including the Pakistan Muslim League-Nawaz (PML-N) and the Pakistan People’s Party (PPP)—actively utilising these platforms to garner support and disparage their rivals, social media has also turned into a battlefield for conflicting political narratives. The hashtag wars, which included #GoNawazGo during the government of Nawaz Sharif and #AbsolutelyNot during the removal of Imran Khan in 2022, show how social media has developed into a potent tool for swaying public opinion.
Social media has given regular folks a platform to hold the government responsible, independent of political parties. Users are increasingly using popular platforms like Twitter to call for transparency, expose corruption, and criticise government policies directly. For instance, in 2021, activist Alamgir Khan’s #FixIt social media campaign brought attention to Karachi’s inadequate infrastructure and sanitary problems. His effort demonstrated the power of social media-driven activism by pressuring the local administration to solve these civic issues. It was aided by viral videos on Facebook and Twitter.
Social Movements and Advocacy
In Pakistan, social media has developed into a potent weapon for advocacy and social movements, giving activists and under-represented groups a forum to speak out, rally followers, and question accepted social mores. Social media has fostered open debate and awareness campaigns on subjects that are generally delicate or taboo in society, such as women’s rights, religious freedom, and minority protection.
The Aurat March, an annual women’s rights march that takes place in Pakistani cities, is one of the most well-known instances. The march has primarily depended on social media since its founding in 2018 to plan demonstrations, disseminate feminist propaganda, and draw attention to problems including workplace harassment, patriarchal oppression, and gender-based violence. Social media sites such as Twitter and Instagram have developed into forums for feminist conversation, with popular hashtags including #AuratMarch and #MyBodyMyChoice.
In a similar vein, social media helped the #MeToo campaign gain momentum in Pakistan. On Twitter and Facebook, high-profile incidents of harassment and abuse—including accusations against well-known people like actor Ali Zafar—were magnified, sparking a national dialogue on gender-based violence and inspiring women to share their personal stories. Through social media activity, the #JusticeForZainab campaign in 2018—which arose in response to the terrible rape and murder of seven-year-old Zainab Ansari in Kasur—also sparked public indignation and calls for changes to child protection laws.
In addition, social media has been extremely important in promoting the rights of racial and religious minorities. For example, the #FreeBalochistan and #JusticeForShia movements have brought attention to the predicament of Pakistan’s marginalised communities, enabling activists to call attention to topics that are frequently overlooked by the mainstream media. Minority groups have used social media to circumvent censorship and refute government narratives on matters such as enforced disappearances, sectarian violence, and discrimination based on religion.
The Spread of Misinformation and Fake News
Social media has given Pakistani activists and individuals more influence, but it has also served as a haven for false information, fake news, and conspiracy theories. False information has been freely disseminated on social media sites like Facebook and Twitter due to a lack of regulatory control. This can have detrimental effects on public opinion and societal stability.
For instance, false information regarding vaccinations, treatment regimens, and the virus’s origins quickly disseminated on social media during the COVID-19 pandemic, which increased public confusion and vaccine hesitancy. According to a Gallup Pakistan poll from 2021, disinformation spread on social media sites like Facebook and WhatsApp caused over 49% of Pakistanis to express hesitation about being vaccinated.
Another major problem is political disinformation, with political parties being accused of exploiting social media to disseminate untrue information about their rivals. Several false reports about political figures that included edited videos and false accusations went viral on social media during the 2018 general elections. This false information has the power to sway voter behaviour, skew public opinion, and exacerbate political division.
Fake news does not just propagate in the political sphere. Another recurring issue has been religious disinformation, especially when it comes to blasphemy claims. Several times, people have been wrongly accused of blasphemy by viral messages on Facebook or WhatsApp, which has incited mob violence and lynchings. The most notorious example involved Mashal Khan, a college student who was wrongly accused of blasphemy in a widely shared Facebook post, and who was killed by a mob in 2017.
Online Harassment and Cyberbullying
In Pakistan, social media has emerged as a major forum for public conversation, but it has also given rise to online harassment and cyberbullying, which primarily targets journalists, activists, and women. On social media sites like Twitter and Facebook, threats of violence, doxxing, and defamation are commonplace for female politicians, human rights advocates, and outspoken women.
Blackmail, cyberstalking, and the unconsented posting of personal information are just a few of the incidents of pervasive harassment of women on social media that have been reported by the Pakistani organisation Digital Rights Foundation (DRF), which focusses on online safety. When women voice their opinions on touchy subjects like political corruption or gender equality, they frequently face misogynistic abuse that makes them retreat from social media or self-censor.
On social media, threats against journalists and activists have also escalated. Coordination of internet attacks against independent reporters who criticise the military or government has resulted in death threats and social media account hacking. In addition to undermining freedom of speech, this culture of intimidation keeps influential speakers from engaging in public conversation.
Social Media Commerce’s Economic Impact
In addition to having an impact on social and political debate, social media platforms have opened up new business prospects through social commerce. Pakistani entrepreneurs and small enterprises are increasingly using Facebook, Instagram, and WhatsApp to connect with consumers, particularly in places with weak e-commerce infrastructure. By empowering local craftspeople, independent contractors, and home-based enterprises, this approach has stimulated the economy outside of conventional marketplaces. However, the lack of laws governing digital transactions presents dangers including fraud and a lack of consumer protection, which can erode confidence in these platforms as places for business.
Social Media Use’s Effects on Mental Health
Social media’s widespread use has a noticeable impact on mental health, especially among young Pakistanis. Increased rates of anxiety, despair, and problems with self-esteem can be caused by ongoing exposure to idealised lifestyles, false information, and cyberbullying. Stress levels have increased among all age groups as a result of the widespread practice of “doomscrolling,” in which users continuously ingest unpleasant news, during emergencies like as the Covid-19 outbreak. Campaigns to raise awareness about responsible social media use and the possibility of incorporating mental health services into public health and educational programs are both necessary to counteract this effect.
Effect on Academic Integrity and Learning
In addition to providing learning platforms and educational materials, social media also presents issues with academic integrity. Easy availability to study materials and information increases the likelihood of plagiarism and lessens the value placed on original thought. Platforms such as YouTube and TikTok also operate as distractions, lowering attention spans and affecting students’ productivity. To address this, educational systems must encourage appropriate use of social media as a learning aid rather than a distraction by establishing norms on digital literacy.
An increase in influencer and celebrity culture
Additionally, social media has created a strong influencer culture in Pakistan, where public opinions, consumer behaviour, and trends are shaped by influencers and celebrities. Young people now frequently place a higher emphasis on beauty and material success than other types of accomplishment, which has caused a shift in societal attitudes. Additionally, the emergence of influencers presents concerns associated with deceptive advertising and the promotion of unrealistic lifestyles, which may affect the financial decisions and self-worth of impressionable audiences.
Conclusion: The Future of Social Media in Pakistan
Unquestionably, social media has changed how Pakistani public opinion is created. These platforms have given citizens unparalleled access to information, a voice in public discourse, and the capacity to challenge the established quo in everything from political campaigns to social justice initiatives. But the problems with false information, cyberbullying, and political influence create serious concerns about social media’s future in this nation.
There is a rising demand for digital literacy programs that provide people the tools to critically assess the content they come across online in order to maximise social media’s promise while minimising its risks. Robust regulatory structures are crucial in the fight against the proliferation of false information and safeguarding marginalised groups from cyber harassment.
In a nation as vibrant and heterogeneous as Pakistan, social media’s influence over public opinion will only grow. Platforms will continue to be essential to social activity, political participation, and the pursuit of justice in Pakistan’s quickly evolving society as they grow in influence and number.
Policy Recommendations for Government and Legislative Bodies:
The following actions could be taken by the government and regulatory agencies to solve these issues:
Establish Social Media Regulations: Creating a framework for social media regulations can aid in preventing false information and encouraging the sharing of appropriate content. In order to establish fact-checking procedures and enforce content restrictions regarding hate speech and disinformation, the Pakistan Telecommunication Authority (PTA) could collaborate with social media companies.
Strengthen Cybersecurity Laws: Acts that specifically target cyberbullying and online harassment, particularly as it relates to women and minorities, can contribute to the creation of safer online environments. Clear reporting procedures and harsher penalties for cyberbullying would discourage perpetrators and assist victims.
Encourage Digital Literacy: Digitisation initiatives can assist users in recognising reliable sources of information, spotting false information, and assessing content critically. Initiatives that combine the PTA, NGOs, and educational institutions could equip people with the knowledge and abilities to use social media in a responsible manner.
Encourage Social Media Impact Research: Studies supported by the government can shed light on how social media affects social behaviour, mental health, and public opinion. Future policies can be guided by this study, which can also aid in efficiently addressing new concerns.
By putting these regulations into place, Pakistan may maximise social media’s positive impacts while reducing its bad ones, guaranteeing a safe, healthy, and productive online environment.
