Battling Pre-poll Rigging with Social Media in Pakistan
In an unprecedented electoral exercise, nearly 60 million Pakistani voters journeyed to the polls, seeking to elect representatives to the National Assembly and four provincial assemblies. This election was mired in controversy from its inception, primarily due to the overt challenges Pakistan Tehreek-i-Insaaf (PTI) faced. This major political force was at odds with the country’s military establishment. The party's ability to contest the elections was severely hamstrung, with its candidates relegated to running as independents rather than under the PTI banner. This situation was exacerbated by the incarceration or forced underground status of PTI's top leadership, leaving the electoral battle to be fought by the party's secondary and tertiary ranks.
Despite these formidable obstacles, the electoral outcome was both impressive and surprising. PTI-backed independents emerged as the dominant force in the National Assembly, securing the most seats. Their performance was particularly stellar in the Khyber Pakhtunkhwa province, where they achieved a simple majority, underscoring a significant electoral resilience where the voters refused to be intimated by the State's high-handedness and the indifference of the superior judiciary to their plight.
Social medium is the message
The February 8 elections marked a watershed moment in using social media as a critical political engagement and expression tool. In an environment where conventional campaigning was systematically stifled for some but not for others, PTI adeptly pivoted its electoral strategy to the digital domain. The government suddenly suspended mobile phone service throughout the country on election day, preventing candidates from reaching their voters and supporters. The party's innovative use of social media platforms and encrypted communication channels like WhatsApp was pivotal in mobilizing support. This digital campaign strategy included disseminating video messages from PTI's incarcerated leader, Imran Khan, generated through advanced Artificial Intelligence technologies, demonstrating a novel approach to circumventing political suppression.
PTI's innovative use of social media platforms and encrypted communication channels like WhatsApp was pivotal in mobilizing support.
This strategic shift to digital platforms for campaign purposes was not merely a contingency plan but a testament to the evolving landscape of political discourse. Social media's role in enabling PTI to communicate with its electorate effectively, inform voters about their polling locations, and organize volunteer-led transportation to polling stations signifies a paradigm shift in how political campaigns are conducted.
This strategic shift to digital platforms for campaign purposes was not merely a contingency plan but a testament to the evolving landscape of political discourse.
The phenomenon observed in Pakistan is not isolated. Around the globe, persecuted political entities are increasingly leveraging social media to mobilize support and contest elections under oppressive conditions. For instance, during the 2020 Belarusian presidential election, opposition figures used social media platforms to organize protests and disseminate information in the face of severe governmental restrictions and a crackdown on traditional media outlets. Similarly, in Myanmar, following the 2021 military coup, activists and opposition groups turned to online platforms to coordinate resistance and maintain the flow of information amidst a backdrop of internet blackouts and media censorship.
These examples underscore a fundamental transformation in the mechanics of political engagement, propelled by the digital revolution. The case of PTI in Pakistan exemplifies how social media is not only a tool for political mobilization but also a vital lifeline for democracy in contexts where conventional channels of political participation are obstructed.
Reflecting on the insights of Canadian communication theorist Marshall McLuhan, it becomes evident that in the context of contemporary political discourse, "the medium is the message." Social media platforms, with their unparalleled reach and accessibility, are now the principal arenas for political communication, shaping the future of electoral politics worldwide. This evolution resonates with McLuhan's foresight and underscores the enduring relevance of his work in understanding the dynamics of political communication in the digital age.
Social media is not only a tool for political mobilization but also a vital lifeline for democracy in contexts where conventional channels of political participation are obstructed.
In our weekly Urdu show focused on South Asia's economy and people, Anwar Iqbal, a correspondent for Dawn newspapers based in Washington, DC, and I delve deeper into the phenomenon of pre-poll rigging in developing nations, with a particular emphasis on the recent elections in Pakistan. Our discussion analyses how digital platforms redefine political engagement, serving as both a medium and a message in the modern electoral landscape. The recording of this conversation is available at the URL below.