IN recent years, Pakistan has witnessed an exponential surge in digital influencers, bloggers, self-made anchors, YouTubers, and TikTokers, each vying for the elusive attention of subscribers, views, likes, and comments. While this digital age has provided a platform for diverse voices, it has also given rise to a concerning trend where individuals, often without verifying information, create stories that can impact the reputation of vital institutions and political parties. The advent of social media has democratized information sharing, enabling individuals to become content creators and broadcasters in their own right. This digital revolution has empowered ordinary citizens to express their opinions, share experiences, and engage with a global audience. However, with great power comes great responsibility, and unfortunately, not all digital influencers are adhering to ethical standards in their pursuit of online fame.
The quest for subscribers, views, likes, and comments has become a driving force for many content creators. In their eagerness to stay relevant and gain traction, some individuals resort to sensationalism, misinformation, and even the creation of fabricated stories. This race for online validation can have severe consequences, especially when it involves spreading unverified news that targets crucial institutions and political parties. Critical institutions play a pivotal role in the stability and progress of any nation. However, the unchecked spread of baseless allegations and unfounded criticism can erode public trust in these institutions. Digital influencers, in their pursuit of popularity, often overlook the potential harm caused by their content. Institutions subjected to undue criticism may face challenges in fulfilling their responsibilities, as public perception can significantly influence their effectiveness.
Political parties are no strangers to the digital battleground, where narratives are shaped, and opinions are moulded. However, the rise of content creators who prioritize sensationalism over accuracy poses a threat to the democratic process. False narratives and inflammatory content can influence public opinion and sway political discourse, leading to a distorted understanding of crucial issues. Digital influencers must recognize the impact of their content on society. While creative expression is encouraged, it should not come at the expense of truth and integrity. Content creators must prioritize responsible journalism, fact-checking, and ethical storytelling. Encouraging critical thinking among their audience can foster a culture of discernment, helping to distinguish between authentic news and misleading narratives.
In combating the spread of misinformation, digital literacy plays a crucial role. Educating the public on how to verify sources, cross-reference information, and discern credible news from misleading content is essential. By promoting digital literacy, both creators and consumers of online content can contribute to a healthier online ecosystem. Despite the evident need for control over social media, there is a notable absence of a comprehensive mechanism to regulate digital content in our country. Instead, the nation heavily relies on rules and regulations established by social media platforms. This dependence raises concerns about the effectiveness of these external measures in addressing the unique challenges posed by the Pakistani digital landscape.
While freedom of expression is a cornerstone of a democratic society, it is equally important to establish regulatory measures that prevent the unchecked spread of false information. Authorities must strike a balance between safeguarding free speech and holding those who deliberately disseminate misinformation accountable. Content platforms also bear a responsibility to implement measures that discourage the creation and promotion of misleading content.
The digital landscape in Pakistan is undoubtedly dynamic, offering a platform for diverse voices to be heard. However, the unchecked pursuit of subscribers, views, and likes has led to a concerning trend of irresponsible content creation. To ensure the continued growth and stability of the nation, digital influencers must prioritize truth, accuracy, and responsible journalism. Additionally, fostering digital literacy and implementing regulatory measures can contribute to a more informed and discerning online community. As citizens, it is crucial to be vigilant, to question the content we consume, and to actively support a digital environment that values integrity and accountability.
—The writer is former Regional Executive Inclusive Development at NBP, Mirpur AK.
Email: aahmadofpaswal@yahoo.com
views expressed are writer’s own.
