IN recent years, political communication has changed dramatically, especially with the rise of social media platforms. In Pakistan, politics is no longer shaped by speeches, rallies or television debates. Instead, it is increasingly influenced by hashtags, viral videos and online trends.

Today, political leaders are often judged not by their policies, but by their online presence. The dynamics of political charisma have changed. In the past, charisma was based on leadership qualities and public interactions. Now, it is ‘created’ and promoted online. Short videos with dramatic music, emotional speeches and symbolic imagery are used to build a powerful image of leaders.

Another important factor is how algo-rithms work. Social media platforms are designed to show content that keeps users engaged. This means emotional, contro-versial or sensational posts are more likely to go viral. For instance, during political protests or major events, videos showing clashes or strong reactions spread quickly, shaping public opinion. Sometimes, this creates a one-sided picture that may not reflect reality.

The main opposition party in the country has been particularly effective in using digital platforms. It has built a strong online network of supporters who actively promote hashtags and defend their incar-cerated leader. This creates a direct connection between the leader and followers, often bypassing traditional media channels. However, this digital strength does not always translate into real-world action. Many people express support online, but do not participate in physical protests or political activities.

While social media remains busy promoting hashtags, public turnout on the street remains limited. This suggests that online engagement sometimes creates digital loyalty rather than actual political participation.

The downside to social media usage is its ability to encourage polarisation. Instead of healthy debates, the discussion is almost always marked by anger and insults. Journalists and critics frequently face trolling and harassment for expressing different views. Moreover, misinformation spreads easily. Edited videos, fake news and misleading memes can influence opinions quickly.

Despite these challenges, however, digital platforms offer opportunities. They give ordinary citizens a voice, and allow faster access to information. The key issue is how these platforms are used. To improve political discourse in Pakistan, people need better digital awareness. Users should question what they see online and verify information before sharing it. Most importantly, political performance should be judged by policies and gover- nance, not just social media popularity.

Sanaullah Mirani
Daharki

Published in Dawn, May 3rd, 2026