Social media: a tool of choice for the campaigning

Political parties can no longer afford to shun digital age

ISLAMABAD:

In this era of the internet, politics and social media are intertwined and inseparable. Reason: political powwow happens on social media platforms like TikTok, WhatsApp, Facebook, Instagram, YouTube, and X – formerly Twitter – among others.

In the past, political parties and candidates used to rely more on posters, banners, door-to-door campaigns, corner meetings and rallies. However, in the internet-driven polls and amid security challenges coupled with sky-rocketing inflation, they are relying more on digital election campaigns, knowing that ignoring the social media platforms means they do not exist for voters, to say the least.

Experts believe political parties have shifted to digital playgrounds as they enable them to not only hear the public pulse but allow them to stay in touch with them. However, they added, it would be too early to entirely rule out the old-school methods such as food and transport, among other things, to persuade voters to come to polling stations.

“Information via social media platforms influences voters, especially, the young voters in urban and semi urban areas,” Raza Ahmad Rumi, a policy analyst and journalist, said.

“However,” he added, “there are many limitations when it comes to electoral politics.” First, Rumi maintained, elections in Pakistan, rural areas in particular, entail the influence of clan, tribe or familial ties and many voters use their right within the context of social networks they are part of.

Second, he incorporated, even if digital campaigns influence a voter in one particular direction, it is not certain that they would actually go out and vote. “The real challenge for parties and candidates ultimately is to mobilize the voter and bring them to polling stations,” Rumi said, saying, “This entails old-school methods of incentives such as transport, food and, in some cases, some measure of patronage.”

Rumi said that the digital campaigns are now a reality worldwide and Pakistan is no exception given the high penetration of mobile telephones in our society, saying the country has seen the effects of digital communications over the past decade.

The analyst said that the political parties, especially the PTI, are making full use of the social media platforms to influence voters and create an impression of their victory. “For the PTI,” Rumi said, “this is even more important given the legal and administrative crackdown on the party in recent months.”

Read: Elections 2024: Parties race to woo key youth voters

Renowned political expert Majid Nizami said that the digital election campaigns are definitely effective but they haven’t fully captured the market yet. Digital election campaigns started in 2018 but the usage and reliance of digital media has increased to manifold in 2024 elections, Nizami said, adding that the trend of physical or on-ground campaign has decreased. He listed two main reasons for that: the current restive political situation; and political parties’ decision to shift to digital election campaigns.

WhatsApp, Facebook, X (Twitter), YouTube and other social media platforms are playing a crucial role in making up peoples’ mind, Nizami said, saying PTI was effectively utilising all social media platforms. He added that social media platforms were helping PTI to stay connected with its voters and supporters. Conversely, he added, the voters also remain aware of the happenings and able to comment on the developments.

“I think, all these apps will play an important role in the digital election campaign till the Election Day,” Nizami said.

Perhaps, he incorporated, it is being said that internet would be shut down to counter this important role during election days. The reason behind such theories is that a massive change has been witnessed because of these social media platforms and because of the change, people have shifted to alternate media.

To a question if digital voting campaigns can really change a voter’s mind, Nizami was of the view that digital election campaigns wouldn’t be able to change majority’s mind right now but its impact has already started. “In 2029, we may see that these digital election campaigns have a huge impact on elections,” Nizami said, saying it’s at an early phase right now but can slowly and gradually increase over the years.

Nizami said that the biggest question which remains to be answered is that if the digital campaigns would help bring the voters to polling stations as there is no example available in this regard. “We are going to experience it for the first time,” he said, adding that is why the political commentators are conjecturing that this is the potential point that can go in PTI’s favour as it is happening for the first time.