RESEARCH in Political Science and social movement studies has been limited in understanding the role of communication and communicative practices in the construction of collective identities and protest movements. Social movements are social processes where collective actors articulate their interests, voice grievances and propose solutions to identified problems through various actions. These movements are conflictual, structured through dense informal networks and geared towards developing, sustaining and sharing collective identities. The emergence of digital networked technologies has led to the convergence of distribution and communication channels, including social media. The profound impact of these technologies on societies has led to a polarized debate about the impact and normative consequences of Information, Network, or Knowledge Society and social media. However, even sceptics acknowledge the opportunities for disadvantaged groups to self-represent themselves, communicate independently and organize transnationally. Social media are playing an increasingly role in organizing social movements and mobilizing on a global level.
The popularity and dependence on social media have doubled in recent years, with the internet becoming a crucial tool for information and communication. Social media has been shown to change perspectives and temperaments in political debates, providing a platform for both young and old individuals to participate in ongoing revolts or promote their views. Social media platforms like Facebook and Twitter have become essential for gathering information, creating social empowerment and staying updated on socio-political happenings. It has also become a platform for people to express their political views and participate in ongoing political revolts and a critical asset for global social empowerment and communication.
The Internet has significantly facilitated political engagement and information dissemination, with social media playing a crucial role in increasing political engagement and awareness. The chapter explores how social media can impact politics, highlighting its effectiveness as a networking tool and communication across local, national and international boundaries. It encourages active participation in political discourse and the development of political literacy through information dissemination from various sources. The accessibility and democratic nature of news production have been enhanced by the development of the Internet and social media.
When social media platforms are used exclusively and extensively for political purposes—for example, by showcasing pictures of political parties or politicians, following them, starting political debates, offering support to them, disseminating their message, running for office and soliciting donations—it is referred to as using social media for political purposes. Unlike inclusive online politics, this special method of accessing social networking sites is valuable. Social media platforms are employed in politics to increase voter interest, engagement and literacy. Additionally, they draw attention to political involvement which lowers hurdles and expenses for political marketing initiatives including repositioning, brand development and campaigns. During the 2008 American presidential elections, social media platforms gained prominence for their political purposes. Initially not evolved as political instruments, statesmen quickly adapted to use them for political campaigns and communication. Barack Obama’s use of social networking sites, particularly Facebook, appealed to American youth, even those not old enough to vote. While not the first to explore social media as a powerful election campaign tool, Obama was the first to use it as an essential element of his candidacy to network with potential voters aligning with his ideology. In Pakistan, the former Prime Minister Imran Khan has been the pioneer of using social media platforms like X, YouTube and Facebook to allow campaigns to connect with individual voters at a grass root level in a more personalized manner.
Less is known about the conditions that promote the use of social media platforms which have grown to be important arenas for political participation. The socialising power of mass media, including print and television, can moderate the relationship between media vulnerability and democratic outcomes. With increased exposure to the media, millennials may utilise social media more for political goals. Election involvement is more than just casting a ballot and millennials are greatly impacted by social media use for online political engagement. The news media is essential to educating the public about world events, particularly in the run-up to elections. Political interest is a major factor in the promotion of political knowledge and turnout is impacted by young people’s lack of interest.
Social media has been instrumental in driving political and social change through instantaneous information dissemination, real-time communication and dynamic organization. However, its effectiveness depends on strategic alignment of online campaigns with offline actions. Successful movements have shown the power of combining digital advocacy with physical participation, demonstrating that online platforms serve as a means to an end.
—The writer is PhD in Political Science and visiting faculty member at QAU Islamabad.
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views expressed are writer’s own.
