Mudassir Rizwan

Pakistani social media activists and influencers have played more of a negative role than a positive role in shaping the narratives in Pakistan. Whether these are social values or political, social media activists have played it negatively. However, why were they able to do this? They were able to do this because the electronic and print media are controlled in Pakistan. This control creates a vacuum and allows social media influencers to fill the gap. Therefore, it is critical that electronic and print media are reasonably independent so that social media influencers may not sweep the propaganda and political narratives.

The internet has brought about an unprecedented transformation in how we access and share information. Social media platforms such as Facebook, Twitter, Instagram, TikTok, and YouTube have become an integral part of our daily lives, rapidly delivering updates on current affairs, entertainment, economic issues, and more. These platforms have revolutionized communication, surpassing traditional electronic and print media in terms of immediacy and reach.

While newspapers and television used to be the main sources of information, social media now provides real-time updates, live streaming, and interactive content that keep the public continuously engaged and informed. The digital era has not only reshaped media but has also created opportunities for individuals to learn new skills and earn money.

Social media platforms have also opened up new opportunities for millions to earn income, with content creators, influencers, and freelancers leveraging their online presence. Top platforms like YouTube, Instagram, and TikTok have paid out billions of dollars globally, according to recent estimates. For instance, YouTube’s Partner Program has distributed over US$30 billion in revenue to creators since its inception.

Instagram influencers, through brand partnerships and sponsored posts, earn significant income, with some making millions annually. TikTok creators also receive substantial payouts through its Creator Fund, which distributed over US$200 million in 2021 alone. These platforms offer diverse opportunities for people worldwide to monetize their skills, whether through video content, social media campaigns, or live streaming.

However, the rise of social media has also brought significant challenges, particularly in the realm of propaganda. Dissemination of propaganda through these platforms can have devastating effects on a country’s stability, society, and economy, while posing serious national security threats.

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By manipulating public opinion and spreading misinformation, propaganda can ultimately destabilize governments, incite violence, and undermine trust in democratic institutions. Instances such as the spread of anti-Rohingya propaganda in Myanmar on Facebook contributing to ethnic violence and a humanitarian crisis, as well as the use of social media to propagate extremist ideologies in Syria, highlight the destructive power of propaganda.

To address these threats, many countries are implementing regulations to control the spread of harmful content and maintain social order. For example, Germany’s Network Enforcement Act (NetzDG) requires social media companies to remove hate speech and illegal content within 24 hours or face substantial fines. Singapore has enacted the Protection from Online Falsehoods and Manipulation Act (POFMA), which empowers authorities to issue correction orders and penalties for disseminating false information.

In Pakistan, social media has significantly contributed to the spread of disinformation, heightening societal polarization and impacting the economy, governance, and moral culture. During critical events such as elections, platforms like Facebook, Twitter, TikTok, YouTube, and WhatsApp are frequently used to disseminate misleading information, exacerbating political divisions and fostering mistrust among communities.

The spread of false information and propaganda, despite legal actions and threats, continues to have a detrimental impact on the government, law enforcement agencies, and the overall societal fabric.

To combat the spread of fake news while minimizing disruptions to daily life and economic activities, it is important to enact precise legislation that targets disinformation without curtailing free speech, overhaul the judicial system to ensure swift and decisive action against perpetrators, and invest in public education to enhance resistance to misinformation. These strategies can help foster a more informed and resilient society.

Lastly, the independence of electronic and print media will fill the vacuum being exploited by social media influencers and may restrict YouTubers, who are on a propaganda rampage.