By Farman Ullah
In 2024, Pakistan faced an escalating challenge: the rapid proliferation of negative propaganda across traditional and digital media. Misinformation, disinformation, and biased narratives have become pervasive tools to manipulate public opinion, disrupt political processes, and polarize society. As the nation grappled with this growing threat, both the state and civil society took concerted steps to combat the damaging effects of negative propaganda.
The Scope of Negative Propaganda in Pakistan
The challenge of negative propaganda in Pakistan is not new, but the tactics employed in 2024 have become more sophisticated, widespread, and technologically advanced. Political parties, social movements, foreign entities, and even state actors have used both traditional and digital media platforms to spread misleading information that distorts facts, demonizes political opponents, and creates societal divisions.
In the lead-up to the 2024 general elections, negative propaganda reached new heights. From fake news stories to viral memes, and doctored videos to fabricated claims about national security and governance, the scope of disinformation campaigns has been immense. Prominent platforms like social media and even mainstream news channels have been co-opted to influence public opinion, often to benefit certain political factions.
The Role of Media in Propagating Negative Narratives
Media plays a dual role in the context of negative propaganda. While it is a tool for disseminating information, it can also be a vector for spreading misinformation. Sensationalized headlines, selective reporting, and editorial biases have all contributed to the problem of negative propaganda.
Digital media, however, represents the primary battleground in 2024. Social media platforms like Facebook, Twitter, WhatsApp, and YouTube have become key instruments for spreading disinformation. The ability to share and amplify content has made it easier for misinformation to reach millions within minutes, without the necessary checks and balances. Political parties have increasingly relied on these platforms to push negative narratives about their rivals, often through viral memes, fake news articles, or manipulated images and videos.
The State’s Response to Negative Propaganda
As the scale of negative propaganda grew, the Pakistani state took a multi-pronged approach in 2024 to curtail its effects. The government’s response was a combination of regulatory oversight, technological interventions, public awareness campaigns, and international cooperation.
Regulation of Traditional Media
The Pakistan Electronic Media Regulatory Authority (PEMRA) has long been tasked with overseeing the traditional media landscape, and in 2024, it took a more proactive stance against media outlets that were seen as promoting negative propaganda. In several instances, PEMRA imposed fines and issued directives to news channels and newspapers accused of spreading unverified content or sensationalizing news to serve political agendas.
For example, in March 2024, PEMRA penalized a private news channel for airing unfounded claims about government officials’ involvement in corruption, citing the lack of credible evidence. This move was part of a broader attempt to maintain editorial integrity and reduce sensationalism. However, critics argued that PEMRA’s actions sometimes veered into the realm of censorship, raising concerns about press freedom and the need for a balance between regulation and free expression.
Combating Disinformation on Social Media
The Role of PTA and PECA
While the regulatory framework for traditional media exists, digital media—especially social media—has proven to be a more challenging space to control. The Pakistani government, through the Pakistan Telecommunication Authority (PTA), has increased its monitoring and regulation of social media platforms. PTA has worked closely with social media companies like Facebook, Twitter, and YouTube to ensure the removal of harmful, misleading content.
In 2024, the government ramped up enforcement of the Prevention of Electronic Crimes Act (PECA), which empowers authorities to prosecute individuals spreading false information or inciting violence online. Under PECA, several social media accounts were taken down, and some individuals were arrested for sharing content deemed to be harmful to national security or social harmony.
While these efforts were successful in curbing certain instances of disinformation, the broader challenge of controlling the spread of fake news remained. The sheer volume of content produced on social media daily made it difficult for authorities to monitor everything, leading to calls for better collaboration between tech companies and the government.
Promoting Media Literacy and Public Awareness
One of the key aspects of Pakistan’s response to negative propaganda in 2024 was the promotion of media literacy among the public. Recognizing that many people are not equipped to discern credible sources from unreliable ones, the government, along with civil society organizations, launched various campaigns to educate the public about the dangers of disinformation.
The Ministry of Information and Broadcasting, in partnership with several NGOs, organized media literacy programs in schools, universities, and community centers to help citizens recognize fake news and propaganda. These efforts aimed to foster critical thinking skills and encourage people to verify information before accepting it as truth. Additionally, some media outlets created fact-checking platforms to address rumors and debunk false claims circulating on social media.
Such campaigns have shown some promise in curbing the spread of negative narratives, particularly among younger, tech-savvy audiences who are active consumers of digital content.
Leveraging State Media: Counter-Narratives and Strategic Communications
In addition to regulatory and public awareness measures, the state has also used its own media channels to promote counter-narratives to the negative propaganda circulating in the country. Pakistan Television Corporation (PTV) and other state-owned media outlets have played a crucial role in pushing back against disinformation by providing balanced coverage and highlighting government achievements in areas like infrastructure development, security, and poverty alleviation.
For instance, in response to widespread rumors about corruption within the government, PTV aired special programs and interviews with government officials to present a clearer picture of the situation. These programs often featured fact-based reporting to counter misinformation, aiming to restore public trust in state institutions.
However, the effectiveness of state-run media in shaping public opinion is often limited by its perceived bias. Many viewers see PTV and other government-backed channels as vehicles for government propaganda, which can undermine their credibility.
International Cooperation and Addressing Cross-Border Propaganda
In 2024, Pakistan also recognized the role of external actors in the dissemination of negative propaganda. Some foreign governments and organizations have been accused of fueling instability within Pakistan through media and online channels, exacerbating internal divisions.
To counteract this, Pakistan strengthened its cooperation with international partners, particularly those in the Asia-Pacific region, to share intelligence on cross-border disinformation campaigns. The government also worked with international tech companies to ensure that content harmful to Pakistan’s national security or social harmony was flagged and removed promptly.
Political and Legal Responses: Ensuring Accountability
In addition to its regulatory efforts, the Pakistani state has taken steps to hold political actors accountable for their use of negative propaganda. Several high-profile politicians have been investigated or publicly reprimanded for their role in spreading misleading or false information. The government has made it clear that those who manipulate public sentiment through misinformation will face legal consequences.
In 2024, the National Accountability Bureau (NAB) launched investigations into political leaders accused of orchestrating disinformation campaigns during election periods. These actions, while controversial, were aimed at ensuring accountability in the political arena and deterring the use of negative propaganda as a political weapon.