Social Media
As Pakistan gears up for the general elections on February 8, experts predict that social media will be a decisive factor in determining the fate of political parties. With a record 87.35 million internet users in January 2023, the impact of online platforms is expected to shape public opinion and influence voting behaviour.
Professor Dr. AH Hilali, former chairman of the Political Science Department at the University of Peshawar, emphasized the significance of free, fair, and transparent elections in a democratic setup. He noted that social media played a crucial role in the outcomes of the 2013 and 2018 general elections, especially in the success of the Pakistan Tehreek-e-Insaf (PTI) in Khyber Pakhtunkhwa.
The Digital Pakistan 2023 report highlighted a substantial increase in internet users, with the number reaching 71.70 million in 2023. Facebook, YouTube, Instagram, and TikTok are among the major platforms contributing to this surge. All major political parties, including PML-N, PPP, PTI, ANP, JUI-F, MQM-P, IPP, and PTIP, have established a robust presence on various online platforms to connect with voters.
Hilali emphasized that the success of political parties in the upcoming election would depend on political behaviour, psycho-economic factors, past service records, and manifestos. He urged parties to focus on constructive engagement rather than personal attacks or character assassination on social media.
Ehtisham Qaiser, a lecturer of Urdu literature, highlighted the importance of party manifestos and encouraged voters to explore programs through social media websites. As the election approaches, around 127 million registered voters, with 57.1 million youth voters (18-35 age group), are expected to exercise their right to vote.
Dr. Hilali underscored the significance of young voters, particularly female voters representing nearly 50% of the population, in shaping the election outcomes. With social media playing an increasingly vital role amidst chilly weather and security challenges, political parties are utilizing online platforms to disseminate information and garner support.
As the election campaign intensifies, experts anticipate that social media will continue to serve as a dynamic tool for political communication, influencing voters and contributing to the democratic process.
