Digital Platforms Shape Voter Influence in Pakistan’s Elections
Faisal Saleem
Khanewal: Social media is increasingly popular among its users, especially the youth, surpassing traditional media in influence. A cross-national research report from the Reuters Institute shows that over 51 percent of young people now use social media as a primary source for news and information. For political party activists, social media has become essential for building popularity.
In examining the role of social media in Pakistan’s General Elections 2024 (GE), the political landscape and voter attitudes underscore its significant impact.
According to the Election Commission of Pakistan (ECP), the voter count in the recent GE rose from 106 million to 129 million, with 58 million, or 45 percent, representing young voters between the ages of 18 and 35, many of whom are social media users.
Nighat Dad, head of the Digital Rights Foundation (DRF), reports that Pakistan has 73 million social media users, while internet users exceed 111 million.
This election cycle saw most political parties campaigning heavily on social media. During recent political crises, aggrieved political parties garnered sympathy via social media campaigns.
It would not be inaccurate to say that all political parties were highly active on social media during these elections. The podcast of ##Bilawal Zardari and activities of Jamaat-e-Islami’s Hafiz Naeem gained popularity among younger generations, with Pakistan Tehreek-e-Insaf (PTI) taking the lead in engaging social media users.
PTI’s Digital Strategy
Tahir Khan, a spokesperson for PTI in Khanewal, explained that despite severe political constraints, PTI was able to rally voter support with an effective social media strategy. In times of political turmoil, PTI adapted unique social media strategies that resonated widely.
When physical gatherings were restricted, PTI held virtual meetings, utilised Twitter Spaces in place of traditional rallies, and highlighted the different treatment PTI supporters received compared to other parties.
If the party leader was in custody, AI was used to simulate his visual address. When their electoral symbol was withdrawn, PTI communicated the new symbols of certified independent candidates through a web portal, reinvigorating its base.
Assistant Professor of Political Science, Dr Asma Iqbal, observed the significant impact social media had on recent elections, confirming that it can strongly influence political agendas.
Her research supports the view that promoting political content on social media contributed to shifts in the political attitudes and behaviours of Pakistani voters in GE 2024.
A survey revealed that 51 percent of respondents strongly agreed that social media played a substantial role in mobilising voters and increasing voter turnout. PTI’s example demonstrated this effectively; despite the ECP and the Supreme Court withdrawing its electoral symbol, PTI used a web portal to promptly update its supporters, achieving surprising results.
Empowerment and Responsible Usage
Social media’s effects are evident: 31 percent of independent candidates aligned with PTI, 24% of Pakistan Muslim League (PML-N), and 14 percent of Pakistan People’s Party (PPP) candidates succeeded. These findings suggest that social media has become an essential tool for political communication, enabling parties to showcase their efforts and secure support.
Political activist Sarwar Shaikh emphasises that social media has empowered youth who have not benefited from the existing system. He suggests that political parties should consider whether to continue using social media for mutual criticism or to promote positive messages that address voter needs.
Naveed Farooq, founder of the infotainment Facebook page “Khanewal,” recognises that while every information medium has historically been influential, today’s age belongs to social media.
According to Farooq, such efforts have led to observable outcomes in the form of improved legislation and institutional efficiency. He notes that PTI was the only party that organised its supporters on social media to drive meaningful debates and advocate directly with decision-makers.
Farooq argues that social media is not solely responsible for spreading propaganda. In the early days of Ms. Benazir Bhutto’s government, when community-level internet did not exist, there were untraceable rumours questioning her legitimacy.
Farooq suggests that similar criticisms of social media come from those benefiting from the current system, who are reluctant to hold themselves accountable to the public.
He recommends that social development organisations focus on raising awareness among community leaders and implementing a code of conduct to ensure responsible use of social media.
Organisations and Media Literacy
The ECP introduced an 18-point code of conduct for GE 2024, prohibiting unofficial surveys on party popularity, voter trends, and expected winners before polling day. Social media users largely adhered to this code of conduct.
Discussing the role of organisations in strengthening media literacy, Ms. Birgit Lamm, the country head of the Friedrich Naumann Foundation Pakistan, notes that digital literacy is now as vital as basic literacy.
Since schools cannot keep up with the rapid pace of digital evolution, civil society organisations like FNF offer training for professionals and youth, highlighting both the opportunities and risks of social media.
Lamm emphasises the importance of assessing digital content carefully, as every online message affects the offline world.
Like all man-made tools, social media has both positive and negative impacts. Promoting responsible social media use requires digital literacy efforts across urban and rural areas and fostering a critical mindset to verify information before sharing it.
Political parties should also recognise social media as a valuable communication tool, using it to influence public opinion by sharing accurate, meaningful information.
Faisal Saleem is a PhD scholar in media studies and a freelance journalist.
