DIGITAL INFLUENCE: THE ROLE OF SOCIAL MEDIA IN SHAPING POLITICAL DYNAMICS IN PAKISTAN

Abstract

The purpose of this study is to explore how social media platforms influence political engagement, public opinion, and policy-making in Pakistan. It aims to examine the role of social media in shaping political narratives, mobilizing voters, and fostering political awareness. The study also seeks to identify challenges posed by misinformation and digital manipulation in the political landscape. This study employs a descriptive and qualitative research methodology, utilizing content analysis, interviews, and case studies to explore the influence of social media on political dynamics in Pakistan. Social media has become a transformative force in Pakistan's political landscape, significantly influencing public opinion, political mobilization, and policy discourse. However, challenges such as misinformation, digital polarization, and lack of regulation continue to impact its efficacy in fostering a healthy democratic environment. To mitigate the risks of misinformation and misuse, it is recommended that policymakers collaborate with social media platforms to establish stricter content moderation policies and promote digital literacy programs to empower citizens to evaluate online political content critically.