Social media (SM), originally designed as web-based platforms for social interactions, sharing ideas, knowledge, awareness and infotainment, have evolved into powerful tools for propaganda warfare. The Weaponization of SM has drastically increased in recent years. Instead of direct confrontation with the enemy, hostile forces now target the general public, influencing their behaviours and beliefs and eroding their trust in government and state institutions through influence operations—known in military parlance as information operations. Political forces in Pakistan, benefitting from the magic bullet impact of SM propaganda, are utilising the platforms ostensibly to achieve political objectives. However, the aggressive misuse of SM has significantly disrupted the socio-political fabric of society by brainwashing and manipulating the public, especially the youth.
Several SM platforms including Facebook, Twitter, YouTube, Instagram, TikTok, and Snapchat are commonly used in Pakistan for social interaction and communication. According to DATAREPORTAL’s 2024 digital report, 71.70 out of 111 million internet users in Pakistan actively use social media, equivalent to 29.5 per cent of the country’s overall population. The report indicates that by January 2024, YouTube had 71.70 million users in Pakistan, Facebook had 44.50 million, Instagram had 17.30 million, TikTok had 54.38 million (almost triple compared to 2022), Snapchat had 30.21 million and Twitter had 4.50 million users.
Social media is being used for information, entertainment, and product marketing on one hand, while on the other, it is subjected to manipulation, exploitation, and the spreading of false narratives. Politicians, religious extremists, sub-nationalists, and various interest/pressure groups are utilizing social media for their campaigns, mass mobilization, and perception management and control.
The challenges of this hybrid war are multifaceted. Internally sub-nationalists, religious extremists, terrorists, disgruntled political forces, and other agents of chaos utilize social media as a weapon against Pakistan. Externally social networking sites have been found projecting Pakistan negatively, damaging its global image. Countries like India and other hostile nations are at the forefront of using this tool to undermine Pakistan’s interests.
Political forces hostile to the establishment of Pakistan are actively investing in social media not only to promote their political ideologies but also to further their nefarious designs aimed at undermining the credibility of state institutions. Both left-wing and right-wing political factions aggressively use social media to shape political narratives and exert pressure. Anti-state anarchists are using social media not only to amplify their anti-state activities but also to indoctrinate Baloch youth.In 2020, the EU Disinfo Lab has uncovered an Indian-sponsored propaganda network comprising hundreds of fake news and social media outlets operating globally against Pakistan’s interests. India is also known to invest substantial financial resources in Western capitals for social media propaganda. This shift reflects India’s move from conventional warfare towards cyber and information warfare doctrines. For this purpose, not only is state machinery being utilized, but also a vast IT industry has been established. According to some journalistic accounts, the Indian Defense Intelligence Agency (DIA) has long operated as an information warfare agency within its structure, responsible for cyber warfare, psychological operations, and various other IT-related advancements.
Today’s members of terrorist organizations represent the first generation to have grown up with access to social media and the internet. These platforms play a critical role in the indoctrination and recruitment of vulnerable youth. Terrorists aggressively exploit these platforms to spread their ideas, incite violence, engage in cyberterrorism, and radicalize a vast, borderless audience—a capability that was previously unimaginable. They can now produce and disseminate rich content on a mass scale while recruiting anonymously.
Pakistan faces numerous challenges in regulating its cyberspace. While enforcing local laws regulators take action against individuals using social media for anti-state activities and attempt to enforce regulations according to domestic laws and societal norms. However, significant challenges emerge when local rules conflict with those of social media giants. Despite formal complaints, official correspondence from authorities, and reporting by social media activists, no significant actions were ever taken against perpetrators.
Pakistan faces these challenges due to imperfect tech infrastructure, limited technological institutions and startups, and a lack of venture capital networks. This places Pakistan at a disadvantage when interacting with social media (SM) giants, who may view the country as having limited market potential amid local laws and their inconsistent enforcement. Moreover, Pakistan’s modest economic growth offers few incentives for SM giants focused primarily on business rather than activism. The fragility of administrative and regulatory frameworks further complicates matters, leading to arbitrary decisions such as banning entire SM platforms.
A practical solution for Pakistan to address these cyberspace challenges involves establishing direct communication channels with SM companies through the Pakistani tech industry. The state should engage with civil society activists, and digital rights networks domestically and globally, and actively participate in digital rights forums to align state policies with international practices. Additionally, hiring lobbying firms in Western capitals could aid in advocating for cooperation with SM companies and governments.
Pakistan should also seek collaboration with like-minded nations such as China, Turkey, and Malaysia to form regional alliances and pool resources for lobbying efforts with SM companies. To counter propaganda and disinformation campaigns effectively, Pakistan could implement counter-narrative and counter-propaganda approaches, employing tactical and strategic messaging. In societies like Pakistan, a firm approach, including strict regulations on SM companies and internet providers, coupled with proactive information influence activities, aggressive lawfare, and both kinetic and cyber operations, could effectively deter hostile actors.
