Social media platforms such as Facebook, YouTube, X (formerly Twitter), and Instagram enable users to share content and engage in online communities. Over the past two decades, these platforms have amplified marginalized voices, fostered global connectivity, and significantly influenced public discourse. With 4.95 billion active users worldwide, social media has become an essential medium for communication and self-expression. Instagram focuses on visual content sharing, while X is widely known for microblogging through hashtags.
Social media has transformed various aspects of society. For instance, it has reshaped election campaigns, moving from traditional methods such as posters, banners, and door-to-door canvassing to catchy hashtags and viral posts that engage young voters. These platforms have become vital communication tools, enabling like-minded individuals concerned about similar social and political issues to interact and form online communities.
Additionally, social media has empowered social activism and mobilization. Platforms like X and Instagram have played pivotal roles in organizing protests and raising awareness about social causes. It has also revolutionized how people access news, with many turning to online sources and citizen journalists for real-time updates on current events.
However, social media has also contributed to polarization by fostering echo chambers, where users are only exposed to information that reinforces their existing beliefs. This creates entrenched camps and discourages open discourse, resulting in fragmented public conversations.
Today’s world is witnessing numerous conflicts, both long-standing and recent, such as the Kashmir dispute, the Israel-Palestine conflict, and the Russia-Ukraine war. In August 2019, India’s revocation of Article 370 intensified tensions in Kashmir, altering its autonomous status established since the 1940s. The Israel-Palestine conflict, also rooted in the 1940s, escalated dramatically post-October 7, 2023. Meanwhile, the Russia-Ukraine conflict, which erupted in 2022, continues to dominate global attention. In each of these conflicts, social media has played a decisive role in shaping public awareness and influencing global discourse.
Social Media Response to the Conflicts: Comparison
Kashmir Conflict:
In the aftermath of the Indian lockdown in Kashmir, an internet and media blackout was enforced. Many Pakistanis experienced the suspension of their X/Twitter accounts for posting content in support of Kashmir and criticizing the Indian authorities for their alleged human rights violations. For Kashmiris, limited internet access remains a persistent challenge, forcing them to adapt to a world that is increasingly digital yet often out of reach for them. Over the past 12 years, the Jammu and Kashmir region has faced a total of 434 state-imposed internet shutdowns, deepening their isolation from the global community.
Freedom of speech, expression, and social participation, along with press freedoms, have faced significant erosion due to online surveillance, profiling, and punitive measures imposed under the guise of “anti-terrorism” laws. This has created a restrictive climate for open discourse, leading to heightened self-censorship. Numerous journalists have been subjected to police complaints, and more than 200 social media and VPN users have faced targeting. Even renowned authors such as Arundhati Roy have encountered legal action for criticizing state policies in Kashmir—a move condemned by organizations like Amnesty International as a suppression of free expression.
Russia-Ukraine Conflict:
A noticeable disparity has been evident in global responses to various conflicts, particularly regarding the significant outpouring of sympathy and support for Ukraine. An analysis of posts on X (formerly Twitter) immediately following the Russian invasion shows that public interest was generally higher in Europe and Anglo-Saxon countries. This trend can be attributed to factors such as geographical proximity and cultural ties with Ukraine, and prevailing stereotypes contributing to widespread anti-Russian sentiment.
The following figure demonstrates that interest in the Russia-Ukraine conflict has been notably higher in Europe and Western countries, especially those with Anglo-Saxon roots, compared to regions that showed less sustained attention. The conflict gained widespread attention, particularly among younger social media users, due to high-profile gestures such as the display of the Ukrainian flag at concerts, Ukrainian fans being invited onstage, and special segments dedicated to Ukraine at major award shows. These symbolic acts resonated deeply with global audiences, amplifying the conflict’s visibility on social media.
Israel-Palestine Conflict:
In reaction to speaking out about the Palestine-Israel conflict, many users have observed that social media platforms are manipulating algorithms to censor and reduce the visibility of posts supporting Palestine, a practice commonly referred to as “shadow banning.” Targeted advertising and selective reporting have become prominent features in online discussions about the conflict. In some countries, advertisements promoting specific perspectives on the issue were displayed on platforms like YouTube, further shaping the narrative and influencing public opinion on the matter.
Hashtag usage on social media shows a significant disparity in support for Palestine and Israel. Pro-Palestine hashtags like #FreePalestine (10.8 million posts) and #StopGenocideInGaza (231,941 posts) have far more engagement than pro-Israel hashtags like #StandwithIsrael (367,275 posts). Despite this online support for Palestine, advocates have accused Instagram of restricting access to pro-Palestine content and limiting its reach.
An Intercept report from January 2024 highlighted that, despite the rising death toll in Palestine, major U.S. media outlets such as the New York Times, Los Angeles Times, and Washington Post maintained a one-sided stance, with their coverage significantly declining over time.
The Impact
Social media’s ability to bring about social change has not led to any significant change in India’s policies towards Kashmir since the revocation of Article 370 on August 5th 2019, despite widespread backlash and condemnation on social media and by various countries. Kashmiri journalists and activists continue to face arrests under stringent state laws like the Unlawful Activities (Prevention) Act (UAPA) and the Public Safety Act (PSA).
In response to the Russian invasion of Ukraine, Ukrainians were increasingly portrayed as heroes and freedom fighters in global discourse. Russia faced severe sanctions from most Western allies, including canceling the Russo-German Nord Stream 2 gas pipeline project. Russian athletes, dancers, actors, and academics were excluded from international sports, culture, and science competitions. At the same time, Russophobia became more prevalent, and Ukrainians were prioritized in refugee programs, partly due to their country’s perceived higher level of development and alignment with Europe. However, compassion fatigue and the anti-Western narrative promoted by the Kremlin are undermining Ukraine’s plight and inadvertently supporting Russian actions.
In the Israel-Palestine conflict, some countries have reduced aid or severed diplomatic ties with Israel. In many Western nations, double standards regarding freedom of expression have surfaced, as pro-Palestinian student protests in the U.S. led to censorship, disciplinary actions, and over 2,600 arrests. The Biden administration, facing domestic and international pressure, tried to address the Gaza humanitarian crisis. However, the standing ovation given to Netanyahu during his address to Congress highlights the ongoing support for Israel among American lawmakers.
Conclusion:
Social media reactions to the crises in Kashmir, Russia-Ukraine, and Israel-Palestine have been symbolic of the intricate enmeshment of online activism, cultural affinities, and resulting sympathies, along with geopolitical interests. Whilst social media has played a significant role in spreading the word about specific issues and garnering support for them, its ability to coax substantial change or shape policy decisions at the official level remains limited. The online conversations around these disputes ultimately reinforce and mirror the pre-existing power dynamics, bringing to light the need for critical media literacy and nuanced comprehension of the complex issues involved.
