In times of political and social chaos, the media becomes a vital battleground for shaping narratives, influencing public perception, policy decisions and even international opinion.
The dual role media play in either stabilising or destabilising a country’s strategic landscape is especially important. Of concern is the spread of misinformation and disinformation, which can distort facts, polarise societies and undermine trust in institutions. These distortions are often intensified during crises, when urgent events and emotionally charged audiences converge. Digital media, print media and social media can sometimes be used beneficially, but their negative aspects cannot be ignored. With technological advancements and the widespread access to media platforms, these developments are a blessing; however, for Pakistan, these can pose significant threats.
On 22 April 2025, terrorists attacked innocent tourists in Pahalgam, India-occupied Jammu & Kashmir, killing 26 people. Pakistan was allegedly blamed without solid proof. As a responsible nation, Pakistan condemned the attack and called for an impartial investigation. In May 2025, a tit-for-tat military clash occurred, bringing India and Pakistan, longtime rivals, to the brink of full-scale war. The United States’ timely mediation helped de-escalate the situation, preventing a potential catastrophe; otherwise, the conflict could have spiralled out of control. Notably, the conflict extended into digital and cyberspace realms, with both sides actively shaping their narratives. Pakistan’s response was grounded in truth and facts, with a measured tone, whereas India’s narrative was built on fabrications and distorted facts, promoting an aggressive, nationalist stance.
TRT Global analysed the coordinated disinformation campaign, favouring the Indian statecraft narrative during the conflict. Media outlets like the channel DNA, Zee News, Aaj Tak, India Today and ABP News all followed a systemic and strategic narrative which was far from reality. News such as Pakistan’s Capital, Islamabad, being occupied, and a military strike on Karachi port. Furthermore, the Indian media also reported on a strike in Lahore and Rawalpindi. All these reports were based on systemic fabrication driven by an aggressive nationalist agenda. Some journalists, according to TRT World, also apologised for sharing unverified reports during the conflict.
Eventually, the narrative that Indian media played brought national shame and embarrassment to its people. South Asian Correspondent for the Guardian, Hannah Ellis-Petersen, shared in her article that both India and Pakistan used their digital spaces to spread disinformation and misinformation. A structured approach to counter each other’s narratives in the digital domain during an ongoing war was observed, which blurred the line between truth and lies.
The role of Pakistani media in the aftermath of the May 2025 events has been commendable as the media fraternity responsibly navigated the grey zone, a classic example of responsible journalism. The battle is not over; threats persist in the digital space. War of words is the new normal, and how to project the narrative to the other side responsibly is still a test for Pakistan because there does not exist a framework by which to effectively deliver Pakistan’s stance. Fuelling propaganda and mistrust is harmful for the region, as it creates pathways for further escalation and conflict.
Blurring the lines between truth and lies makes it a grey zone, an unsafe area to identify what’s real and what’s fake. What is needed is a strategic plan, a platform for reflection and dialogue on how Pakistan’s media environment can be made more resilient and responsible and how strategic communication frameworks can be adapted to counter hostile narratives during turbulent times. As we move ahead, the narrative manipulation is far from over. So, the question to ponder is, does Pakistan require a Strategic Narrative Plan? Is this the need of the hour? The policymakers have to decide on the national plan and direction for a more synergised strategy.
—The writer is working at the Institute of Regional Studies, Islamabad.
