Social media has played a crucial role in shaping political and electoral decisions by promptly disseminating information, often perceived as accurate and truthful. However, this information is rarely subjected to any analysis for its merits and demerits. Consequently, we have witnessed people aligning with widely shared opinions on platforms like WhatsApp, Facebook, Instagram and Twitter. The popularisation of information and the utilisation of these platforms by political actors have majorly contributed to the growing polarisation and fragmentation in society.
Large digital tech conglomerates have greatly profited with the evolution of social media. They continue to employ targeted algorithms that micro-target individuals, gathering personal and confidential data, including habits, behaviours and reactions. Thus the use of social media in electoral contexts disrupts the level-playing field. This tool, employed by digital tech entities, has often been termed a game-changer by experts, offering substantial benefits to those investing considerable sums of money.
As a result of targeted messaging, users are exposed to content tailored to their preferences, potentially shaping their thoughts. So basically, through the exuberant use of money, these influential forces align themselves with specific ideologies, packaging information in ways that appeal to the intended audiences. With over 191 million cellphone users and more than 130 million broadband subscribers, Pakistan represents one of the largest markets in the world for such digital tech companies to earn profits.
The tumultuous and politically charged environment has the potential to lead to further chaos and, in some cases, even violence. Clear divisions in political opinions are evident, and often discussions undertaken in the digital realm are heated, with some resorting to abusive language, and even manipulation employing various tactics, including exploiting religion and other such factors for their own gain. The upcoming elections present a significant challenge for the election management body, which itself seems to fetishise increasing the use of social media. Although the Election Commission has included social media in the code of conduct for national media, there are currently no guidelines or frameworks governing social media entities in Pakistan.
Currently, the code of conduct only mentions that media personnel, including social media influencers, should avoid making allegations or statements that undermine national solidarity or incite law and order issues. It prohibits content that could be perceived as personal attacks on candidates. Moreover, regulatory bodies like PEMRA, PTA, PID, Cyber Wing, and Digital Media Wing of MoIB are tasked with monitoring candidate expenditures, while media personnel are encouraged to engage in voter education but prohibited from conducting exit polls, which can influence public opinion.
However, the code’s effectiveness is only limited to candidates, leaving political parties free to employ tactics, especially in the digital realm, that may alter a level-playing field. The Elections Act only outlines campaign finance regulations for candidates, neglecting political parties and individuals incurring expenses on behalf of candidates. Moreover, the code does not address the critical subject of regulating social media entities and their actions. Without a regulatory framework governing such firms, they may continue to exploit the system for profits without considering the country’s future.
The Election Commission should explore best practices and innovative approaches employed by other countries to regulate social media platforms effectively. Moreover, the Commission should urge the relevant regulatory bodies to promptly establish guidelines for the registration of digital tech companies under Pakistani law, ensuring accountability. Caution is warranted when collaborating with such companies, as it may jeopardise the Commission’s reputation for neutrality and impartiality. Moreover, the guidelines must offer explicit directives on the Commission’s plan to address the issues outlined in the code and enforce actions against those involved, extending beyond just candidates.
Published in The Express Tribune, September 25th, 2023.
Like Opinion & Editorial on Facebook, follow @ETOpEd on Twitter to receive all updates on all our daily pieces.
COMMENTS
Comments are moderated and generally will be posted if they are on-topic and not abusive.
For more information, please see our Comments FAQ