The digital industry refers to the economic sector that involves the production, distribution, and consumption of digital goods and services. This includes a wide range of activities, such as software development, digital marketing, ecommerce, and social media. Social media is a form of digital communication that allows people to create and share content or participate in social networking. There are various types of social media platforms, including: Social networks: These platforms allow users to create a profile, connect with other users, and share content such as photos, videos, and status updates. Examples include Facebook, LinkedIn, and Twitter. Messaging apps: These platforms allow users to send messages to each other in real time. Examples include WhatsApp, WeChat, and Telegram.

Video sharing platforms: These platforms allow users to upload and share videos. Examples include YouTube, TikTok, and Vimeo. Photo-sharing platforms: These platforms allow users to upload and share photos. Examples include Instagram, Flickr, and Snapchat. The digital economy refers to the economic activity that results from billions of daily online connections among people, businesses, devices, data, and processes. The scope of the digital economy is vast, encompassing a wide range of activities such as e-commerce, digital content creation and distribution, online advertising, and digital payments. The strength of the digital economy lies in its ability to facilitate innovation, create new business models, and increase efficiency. It has transformed the way that businesses operate, creating new opportunities for entrepreneurs and small businesses to compete on a global scale.

The digital industry in Pakistan is rapidly growing, driven by a young and tech-savvy population, increasing internet penetration, and a supportive government policy. The country has a thriving e-commerce sector, with online marketplaces such as Daraz and OLX gaining popularity. The social media landscape in Pakistan is also evolving, with platforms such as Facebook, Instagram, and Twitter becoming increasingly popular among the country’s youth. The digital industry refers explicitly to economic activity involving digital technologies, such as the Internet, cloud computing, artificial intelligence, big data, and the Internet of Things. It can include sectors such as e-commerce, digital media, digital services, digital manufacturing, and digital finance.

The digital industry can also refer to the process of digital transformation, which is the integration of digital technologies into existing businesses and sectors to improve efficiency, innovation, and customer experience. The digital industry is essential for a country’s economy because it can create new sources of growth, productivity, and competitiveness. According to some estimates, the global digital transformation market is expected to grow from $469.8 billion in 2020 to $1,009.8 billion by 2025. The digital industry can also create new opportunities for employment, entrepreneurship, and innovation, as well as improve access to education, health care, and financial services for millions of people. However, the digital industry also poses some challenges to the economy, such as the need for adequate infrastructure, regulation, skills development, and social protection. The digital sector can also widen the gap between those with access to and benefit from digital technologies and those without.

The digital industry also impacts politics, both domestically and internationally. On the one hand, digital technologies can enable greater participation, transparency, accountability, and mobilization in political processes. For example, digital media can provide citizens with more information and platforms to express their opinions, organize protests, or monitor elections. On the other hand, digital technologies can also be used for manipulation, surveillance, censorship, and repression by authoritarian regimes or malicious actors. For example, digital technologies can enable the spread of disinformation and propaganda, the hacking of political opponents or institutions, the surveillance and tracking of dissidents or activists, or the shutdown of internet access during crises. Moreover, digital technologies can also create new tensions and conflicts among states over issues such as cyber security, data privacy, internet governance, and digital trade. As one can see, the digital industry is a complex and dynamic phenomenon with positive and negative effects on the economy and politics. It requires careful analysis and policy responses to maximize its benefits and minimize risks. The development of the digital and social media industry in Pakistan has been rapid and remarkable in recent years. According to the report by Data Reportal, Pakistan had 98.2 million internet users, 53 million social media users, and 183.5 million mobile connections as of January 2023.

The most popular social media platforms in Pakistan are YouTube, Facebook, WhatsApp, Instagram, and TikTok. The digital media market in Pakistan is also projected to grow from $469.7 million in 2020 to $1,009.8 million by 2025, with video-on-demand being the largest segment. Pakistani political parties and leaders have also recognized the potential and significance of digital and social media for their campaigns and communication. They use social media to interact with citizens, mobilize supporters, disseminate information, counter criticism, and shape public opinion. According to a study by the Pakistan Institute of Legislative Development and Transparency (PILDAT), the Pakistan Tehreek-eInsaf (PTI) was the most active and popular political party on Facebook and Twitter during the 2018 general elections, followed by the Pakistan Muslim League-Nawaz (PML-N) and the Pakistan Peoples Party (PPP). However, since 2018, the reach and excess of PTI have almost doubled. Furthermore, after the change in government in April 2022, the popularity of PTI has reached a new zenith in the digital industry in Pakistan.

The PTI also had the most followers on YouTube and Instagram among political parties in Pakistan as of March 2020, and the trend is the same even now, in June 2023. The PTI’s leader and former Prime Minister, Imran Khan, was also the most-followed politician on Facebook and Twitter in Pakistan as of March 2020. Since then, he has grown more potent in the digital industry in Pakistan. Currently, he is by far the most popular leader in Pakistan as far as digital media is concerned. However, the use of digital and social media by political parties and leaders in Pakistan has challenges and controversies. Some emerging issues include spreading fake news, hate speech, cyber harassment, online trolling, data breaches, and censorship. Moreover, some analysts have argued that social media alone cannot determine the outcome of elections or the quality of democracy in Pakistan, as factors such as the electoral system, party organization, media environment, public opinion, and socio-economic conditions also play a significant role. Therefore, while the digital and social media industry in Pakistan has proliferated and has influenced political campaigns and communication, it also poses some risks and challenges that need to be addressed by policymakers, regulators, civil society, and users.

Journalists, social media activists and influencers have used the booming growth of the digital and social media industry in Pakistan to their advantage in various ways. Some of the possible benefits are: They can reach a large and diverse audience nationwide and beyond, as Pakistan has approximately 100 million internet users and 53 million social media users. They can create and share original and engaging content on various topics, such as news, politics, entertainment, lifestyle, education, health, sports, culture, and religion. They can interact with their followers and fans, receive feedback, build trust and loyalty, and create communities and networks around their interests and causes. They can raise awareness and advocacy on important issues, such as human rights, democracy, corruption, violence, environment, and social justice. They can challenge the mainstream media narratives and expose the censorship, bias, and propaganda of the authorities and other powerful actors. They can generate income and opportunities through advertising, sponsorship, endorsement, collaboration, and monetization of their content. Conventional media in Pakistan is Saith media. Therefore, functional journalists are trying to pursue their journalism through the digital media industry. Then, Imran Khan and PTI are the nucleus of the digital media industry in Pakistan. Therefore, most of digital journalists project IK and PTI for and against to cling to the audience. However, Pakistan’s journalists, social media activists and influencers face many challenges and risks in employing digital and social media platforms.

Some of the possible challenges and risks are: They can be subjected to harassment, intimidation, threats, violence, abduction, or even murder by unruly or non-state actors who are unhappy with their content or views. They can be arrested, detained, prosecuted, or banned under vague and draconian laws that restrict freedom of expression and information. They can be victims of fake news, hate speech, cyberbullying, trolling, hacking, or data breaches by malicious actors who want to discredit or harm them. They can face ethical dilemmas and professional challenges in verifying the accuracy, credibility, and quality of their sources and information. They can encounter technical difficulties and limitations in accessing or using digital and social media platforms due to poor infrastructure, low internet penetration, high costs, or Internet shutdowns. Therefore, journalists, social media activists and influencers in Pakistan must know the opportunities and challenges of using digital and social media to their advantage. They must also adopt best practices and strategies to protect themselves and their content from potential threats and risks.

As far as digital politics is concerned, Imran Khan and his party, Pakistan Tehreek-e-Insaf (PTI), are considered the nucleus and icon of the Pakistani digital and social media industry for several reasons. Some of the possible causes are: They have a large and active presence on various digital and social media platforms, such as Twitter, Facebook, YouTube, Instagram, TikTok, WhatsApp, and Telegram. They have millions of followers, subscribers, and supporters who regularly engage with their content. Their followers range from all age brackets irrespective of gender, profession and affiliations. Then, a significant number of overseas Pakistanis support IK and PTI on social media; therefore, the social media reach of PTI is invulnerable at times. Furthermore, they have a dedicated and professional team of digital media experts, managers, strategists, and volunteers who create and disseminate original and diverse content on various topics, such as news, politics, political entertainment, lifestyle, education, health, sports, culture, and religion hovering around the personality of former prime minister, Imran Khan.

They have a sophisticated and innovative use of digital technologies and tools, such as online membership, digital payments, e-governance, citizen portals, mobile apps, web TV, podcasts, live streaming, hashtags, trends, polls, quizzes, memes, stickers, gifs, and emojis. PTI and IK have organic social media support, and most contributors are volunteers, unlike all other political parties. They have a solid and influential impact on public opinion and digital and social media discourse. They shape the narratives and agendas on various issues that affect the party’s interests and security. They also challenge the narratives and agendas of their opponents and critics. They have global and regional outreach and recognition on digital and social media. They connect and communicate with their diaspora and international supporters and fans. They also raise their voice and stance on important regional and international issues that affect Pakistan’s interests and security regarding the PTIs narrative. However, Imran Khan and PTI also face some challenges and controversies related to their use of Pakistan’s digital and social media industry. Some of the pos s ible challenges and controversies are: They have been accused of using digital and social media to spread misinformation, disinformation, hate speech, and propaganda by their critics and opponents.

As far as their challenges are concerned, they have been subjected to online harassment, trolling, hacking, and censorship by state or non-state actors who are unhappy with their content or views. They have been arrested, detained, prosecuted or banned under vague and draconian laws that restrict freedom of expression and information. They have been ignored, silenced, or blacked out by the mainstream media and the authorities who want to undermine their popularity and political legitimacy. Therefore, Imran Khan and PTI have a complex and dynamic relationship with the digital and social media industry in Pakistan. They have used it as a powerful tool for their political advantage, but they have also faced some risks and challenges that threaten their political survival. Journalists, social media activists, and influencers need to project Imran Khan for various reasons, including monetary benefits. Some of the possible reasons are: Ostensibly, they can support Imran Khan’s vision of a new Pakistan that is democratic, progressive, prosperous, peaceful, and inclusive.

They can highlight Imran Khan’s achievements and reforms in various sectors, such as health, education, economy, environment, justice, and foreign policy. They can expose Imran Khan’s challenges and difficulties in dealing with various issues, such as corruption, poverty, terrorism, inflation, opposition par ties, military establishment etc. They can amplify Imran Khan’s voice and stance on significant regional and international issues that affect Pakistan’s interests and security. They can defend Imran Khan from the attacks and propaganda of his critics and opponents who want to discredit or harm him. Most digital journalists do this stuff to attract the digital audience of Imran Khan and PTI. However, journalists, social media activists and influencers should also be carefully responsible in projecting Imran Khan for various reasons.

Some of the possible reasons are: They should verify the accuracy and credible quality of their sources’ information before sharing and endorsing them on social media. They should respect the diversity of opinions and perspectives on social media and avoid spreading hate speech and inciting violence against anyone who disagrees. They should protect their privacy and security on social media and report any harassment threats they face from unruly or nonstate actors. They should abide by the laws and regulations that govern digital social media in Pakistan and challenge any unjust, arbitrary restrictions on their freedom of expression and information. Therefore, journalists , social media activists and influencers should employ journalistic ethics in projecting Imran Khan on social media in Pakistan. They should do so with honesty, integrity and professionalism while also being aware of the opportunities and challenges they may encounter.

The popularity of Imran Khan and his party PTI on digital and social media in 2023 is a complex and contested topic. There are different sources and methods of measuring popularity, and they may only sometimes agree or reflect the ground realities. Here are some points to consider based on the available data: According to a survey conducted by Gallup Pakistan in March 2023, Imran Khan’s approval ratings jumped to 61% in February from 36% in January last year, while his main rivals Nawaz Sharif, Shehbaz Sharif and Maryam Nawaz had a combined popularity of only 18%. However, another survey conducted by Republic Policy, an Islamabad-based think tank, claimed that Imran Khan’s popularity soared to 70% in Punjab, the most populous province of Pakistan, while his opponents had a combined popularity of only 18%.

This survey was cited by Imran Khan himself in a video message and an interview with Al Jazeera on May 18, 2023. The credibility of the Republic Policy survey is recognized by all political parties across, as it did provide details about its methodology, sample size, and profile of respondents. The head of the think tank, Tahir Maqsood Chheena, explained that he and his volunteers interviewed people they knew or randomly selected by applying scientific criteria. republicpolicy.com has conducted a constituency survey for the first time in the history of Pakistan. The popularity of Imran Khan and PTI on social media platforms such as Facebook, Twitter, YouTube and TikTok is also hard to measure accurately, as many factors can influence the number of followers, likes, comments, shares and views. Some of these factors include bots, fake accounts, paid promotions, algorithms, hashtags, trends and viral content.

According to Socialbakers, a social media analytics company, Imran Khan had 14.1 million followers on Facebook as of June 19, 2023, while Nawaz Sharif had 6.9 million, Shehbaz Sharif had 4.2 million, and Maryam Nawaz had 6.7 million. On Twitter, Imran Khan had 16.8 million followers, Nawaz Sharif had 6.2 million, Shehbaz Sharif had 5.8 million, and Maryam Nawaz had 7.1 million. (The number of followers is ever changing and increasing ) However, these numbers do not necessarily reflect the level of engagement or influence of these leaders on social media. For example, according to Twitonomy, a Twitter analytics tool, Imran Khan tweeted only 11 times in May 2023, while Nawaz Sharif tweeted 72 times, Shehbaz Sharif tweeted 65 times, and Maryam Nawaz tweeted 156 times. Similarly, according to CrowdTangle, a Facebook analytics tool, Imran Khan’s page had an average interaction rate of 0.17% in May 2023, while Nawaz Sharif’s page had 0.28%, Shehbaz Sharif’s page had 0.22% and Maryam Nawaz’s page had 0.32%.

Moreover, the popularity of Imran Khan and the PTI on social media may not translate into electoral support or public opinion on the ground. For example, according to a news report by The Guardian on June 13, 2023, Pakistan’s media regulator issued a directive on hate speech that indirectly affected the coverage of Imran Khan and his party by mainstream media outlets. The report quoted journalists who said that they were under pressure to avoid giving airtime or space to Imran Khan or his supporters. This could create a gap between Imran Khan’s and PTI’s online and offline perceptions. Therefore, based on the available data, it is difficult to explain and analyze the popularity of Imran Khan and PTI on digital and social media in 2023 with certainty or accuracy. Different sources may have different biases or limitations that affect their results or interpretations.

A more comprehensive and reliable method of measuring popularity would require a large-scale and representative survey that covers both online and offline platforms and uses multiple indicators of popularity, such as awareness, favorability, trustworthiness and likability. Irrespective of the factual data analysis, one thing is sure the popularity of Imran Khan and PTI is soaring on digital and social media. Therefore, all digital journalists, social media activists and digital content producers are obliged to project Imran Khan. Imran Khan is the backbone of the digital industry in Pakistan as far as political content is concerned.

Generally, in the world, sports and entertainment industries are more popular, but it is not the same in Pakistan. PTI and Imran Khan dominate the digital media industry. They are creating more jobs and economic opportunities for Pakistan alongside a potent force to create a better image of Pakistan. Sidelining them would mean weakening the growth of the digital industry in Pakistan as Imran Khan is an icon of sports, fashion and politics in Pakistan.