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The Impact of Politics on Social Media

Arsalan Qadeer
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The Impact of Politics on Social Media

With social media taking the driver’s seat, it has encapsulated all spheres of our public and private lives. It has emerged as the most vitally indispensable tool influencing the entire landscape of Pakistan. With all misconceptions, misgivings, truth, and fallacies surrounding it, it is the biggest reality of the world we now live in. The political arena is no exception, therefore. The impact of social media and its influence on political campaigns navigates into the realms of political branding.

In recent years, social media has revolutionized the way political campaigns are conducted. Platforms like Facebook, Twitter, and Instagram have become vital tools for politicians to connect with constituents, disseminate information, and engage in meaningful conversations. Desultory research into the past few years would show how politicians have leveraged social media to reach a wider audience, mobilize supporters, and create a buzz around their campaigns. From viral campaign videos to targeted advertising, social media has empowered political candidates to communicate their message directly to the people. However, we also witness the challenges and ethical considerations associated with using social media in political campaigns. The spread of misinformation, the creation of echo chambers, and the potential for algorithmic bias are important issues that must be understood and managed effectively.

It is no secret that finances are pivotal in any political campaign. One can examine the impact of budgets on the political landscape of Pakistan, analyzing how campaign funding can shape electoral success viz-a viz challenges faced by candidates with limited resources and the strategies employed by well-funded campaigns. By analyzing the relationship between campaign expenditures and voter perception, we can view insights into the complexities of political branding in the context of financial resources. This examination sheds light on the dynamics between money, perception, and electoral outcomes.

Effective political branding extends beyond campaigns and elections. Today we see how businesses can play a crucial role in building awareness, mobilizing supporters, and shaping public opinion. By engaging with political causes and aligning themselves strategically, businesses can create a positive impact on society while enhancing their own brand reputation. There are various strategies that businesses can employ, such as corporate social responsibility initiatives, partnerships with political campaigns, and leveraging influencers to amplify voices and influence decisions. However, the importance of ethical considerations and the need to avoid any undue influence on political processes should never be allowed. Businesses have a unique opportunity to contribute to the political landscape, but it must be done responsibly and with integrity.

From a marketing perspective, also Social media has a wide range of roles in the art of political branding. Candidate poster designs, slogans, TV commercials, radio advertising, and event management of Jalsas (political rallies) are all integral components of a political campaign’s brand identity. Social media is an instrument that effectively explores the strategies behind crafting memorable visuals and impactful messaging that resonates with voters. Moreover, it discusses the importance of consistency, authenticity, and aligning brand values with the target audience’s aspirations. Building a strong and recognizable political brand requires careful consideration of design elements, messaging, and the overall brand experience.

Political branding also involves navigating power politics and professional and office politics. It is not just about external campaigns but also the intricacies of internal power dynamics. Here the omnipotence of social media can delve into the world of power politics, where politicians and parties vie for influence, alliances, and strategic maneuvering. Additionally, addressing the challenges of office politics, highlighting how politicians navigate internal party dynamics and manage their own personal brand image within political circles. By examining these dimensions, they aim to provide a holistic understanding of the multifaceted nature of political branding.

Throughout our exploration of political branding, it is important to emphasize that the same is committed to upholding the highest ethical standards in its coverage of political branding. As an impartial platform, it has to ensure that it has no political affiliations and does not support any specific candidate or party. It must focus on delivering objective and unbiased insights into the world of political branding. Its readers can trust that the content presented is free from any political or brand affiliations, allowing them to make informed judgments based on facts and analysis.

In a time where political discourse and branding strategies shape our perceptions and decisions, it is crucial to have a clear understanding of the complexities of political branding. The aim should be to equip the audience with the knowledge and insights necessary to navigate the world of politics as a brand. By exploring topics such as social media’s impact on political campaigns, the influence of budgets, the role of businesses, the art of branding, and the nuances of power politics, social media can provide a comprehensive perspective that transcends mere surface-level understanding.

It is essential to approach political branding with a critical lens and a commitment to ethical considerations. The power to shape public opinion should be wielded responsibly and without any hidden agendas. Adherence to impartiality and unbiased reporting ensures that the audience receives accurate and reliable information, free from political bias or affiliation.

In an era where information is abundant but often distorted, the role of social media as a trusted source of insights becomes even more vital. It should strive to present a balanced view of political branding, exploring both its positive potential and potential pitfalls. By doing so, it can empower its audience to engage in informed discussions, make informed choices, and actively participate in the democratic process and towards not only a more enlightening journey but a more informed and engaged citizenry capable of shaping the future of our society.

From Jalsas to Hashtags

Hamna Farrukh
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From Jalsas to Hashtags

In the realm of politics, the art of branding and narrative building has long been crucial for political parties seeking to capture the hearts and minds of voters. Traditionally, television ads, banner ads, jalsas (political rallies), and charismatic speeches formed the cornerstone of political marketing strategies in Pakistan. However, the landscape of political communication has undergone a monumental shift in recent years, with the advent of social media revolutionizing the way politicians connect with their constituents. Social media’s meteoric ascent has ushered in a new age of political marketing predicated on captivating storylines and narrative frameworks, which in turn has revolutionized the way people consume news and information.

Gone are the days when politicians solely relied on conventional means to reach their target audience. The emergence of social media has democratized political communication, providing political parties with an unparalleled platform to engage directly with voters, influence public opinion, and shape narratives to their advantage. Today, political parties in Pakistan understand the immense potential of social media and have established dedicated teams that toil away around the clock to plan and carry out effective campaign strategies. The shift to social media has not only transformed the channels through which political parties communicate but has also revolutionized the way campaigns are designed.

Instead of relying solely on static TV advertisements or limited face-to-face interactions, political parties are now investing in dynamic social media campaigns that prioritize storytelling, emotive appeals, and interactive content. These campaigns employ a blend of captivating visuals, compelling narratives, and strategic messaging to create a lasting impact on the audience. By understanding the preferences and behaviors of their target demographics, parties can tailor their content and ad placements to maximize engagement and persuasion.

At the forefront of this digital revolution in Pakistan’s political landscape is the Pakistan Tehreek-e-Insaf (PTI), which has emerged as one of the first political parties in the country to harness the power of social media for narrative building and persuasion because the party always stood with the stance of catering to the youth. Recognizing the need to adapt to the changing times, PTI took a bold step to embrace social media as a strategic medium to promote its ideologies, mobilize supporters, and challenge prevailing perspectives. By leveraging the vast reach and targeting capabilities of social media platforms, PTI has effectively utilized its dedicated social media teams to not only disseminate its message but also actively engage with the electorate on various issues.

In our quest to unravel the secrets behind the monumental impact of social media on political campaigning, we had the opportunity to engage in a captivating conversation with Jibran Ilyas, the ingenious mind behind Pakistan Tehreek-e-Insaf’s social media strategy. As the social media secretary of PTI, Ilyas has been at the forefront of harnessing the immense potential of this digital realm, driving the party’s narrative-building efforts and reshaping the political landscape.

Our efforts to secure an interview with the social media cell of Pakistan Muslim League (N) unfortunately fell through even though they agreed to it, but somehow things didn’t work out at the last minute. Speaking of what works in the realm of social media, guided by the belief that authenticity triumphs over traditional marketing, Ilyas emphasized the importance of heartfelt messaging. “When you do something with all your heart, the message always conveys,” he passionately proclaimed. Whether capturing images of vibrant jalsas or documenting protests and rallies, the team is asked to focus not just on visuals but also on the captions that would truly resonate with the people. It is about capturing the essence of the moment and crafting captions that could sway minds and inspire action toward PTI’s vision.

Recognizing the shifting dynamics of communication, Ilyas emphasized the significance of social media as the pulse of the nation. Through this digital medium, people showcased their real strengths and opinions, amplifying their voices on various platforms. While many were slow to grasp its potential, PTI and especially Imran Khan understood the value of social media and public opinion, adapting their strategies based on feedback received. Addressing skeptics who accused PTI of running paid social media campaigns, Ilyas confidently debunked their claims.

He emphasized that PTI’s success was not determined by lavish expenditures but rather by a dedication to the truth. “If it were about money, why aren’t other parties with more resources able to compete with PTI’s social media?” he questioned. It was the truth that resonated and created a lasting impact, transcending monetary influence. When asked about the most relevant and fruitful strategies that helped in crafting their narratives, Ilyas mentioned that PTI employs strategic use of hashtags, ensuring organized messaging reflective of truth and logic.

While each social media platform has its own importance, Ilyas acknowledged the unique influence of TikTok among the masses, particularly the youth, and stated that the numbers on TikTok are almost always tripled as compared to any other platform. Talking about the most effective campaigns ever run by social media teams, Ilyas boosted about “Naya Pakistan” campaign in 2013, a movement that still faces mockery but managed to capture the nation’s attention. He exclaimed that this milestone campaign inspired a belief among the people that change was not only possible but within their grasp.

Reflecting on other impactful campaigns, Ilyas fondly recalled the potency of the Panama Papers narrative and the successful “Haqeeqi Azaadi” campaign. According to him, the latter, in particular, struck a chord with the masses, as it highlighted the significance of dignity and became a rallying cry that resonated deeply within the hearts of the people. These campaigns exemplified PTI’s commitment to creating narratives that mattered, evoking emotions and driving real change.

When it came to measuring the response to their campaigns, Ilyas acknowledged that numbers and hashtags were not the sole indicators of success. Rather, PTI employed “Sentiment Analysis” to gauge the pulse of the public. By studying the sentiment expressed, they gained insights into public opinion and adjusted their strategies accordingly. While biases existed, Ilyas emphasized the neutrality of data, admitting that it served as a powerful tool to guide PTI’s decisions and narratives. Credibility emerged as the hallmark of PTI’s social media presence, setting them apart from others. Ilyas emphasized the importance of maintaining credibility, ensuring that every piece of information shared was vetted and accurate.

Despite facing accusations of being ill-informed or employing paid setups, Ilyas remained firm in his belief that PTI’s credibility stemmed from their commitment to the truth. Their genuine engagement with the public allowed their trends to persist on social media platforms, further solidifying PTI’s impact. Addressing the challenge of fake news, Ilyas agreed with the prevalence of misinformation in the age of social media and the need to counter fake news with their core messaging.

However, he seemed optimistic and said that “People today have themselves started questioning news, and we don’t have much to counter because they have started putting their logic into it.” Ilyas trusted that through their unwavering commitment to truth, fake news would be called out and ultimately countered.

“Every lead has their own convictions, and as a lead, I always say that rather than playing on someone else’s pitch, we should be propagating our message more,” he replied. For Ilyas, the core of PTI’s social media campaigns was to promote self-esteem and dignity; with the messaging echoing the sentiment of “Awaam Taqat Ka Sarchashma Hai”(The people are the source of power).

Maza Nahin Aaya Awards – Pakistan’s Pakistani-est Advertising Award Show

Umair Kazi
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Maza Nahin Aaya Awards – Pakistan’s Pakistani-est Advertising Award Show

Brothers, sisters, and non-binary individuals (insert self-deprecating woke joke here) of the Pakistani marketing community, I hope you have survived the recent advertising award show and its LinkedIn aftermath without any significant damage to your mental health.

From the poor agency freshers that have been tasked with filling out those insanely intricate forms to the brand-side MTs responsible for getting the information from archaic systems, all the way to literally every middle manager in the ecosystem being invited in as a jury member, the lead-up to this annual ritual is often brutal. The bigwigs anxiously await what they can offer as tribute to their foreign principals. Did we make it as a marketer of the year? How many golds until we are labeled the most effective agency network? Was the effort of dedicating so much of your team’s productive time to create that perfect case study submission and video worth it in the end? A lot is on the line, and that’s not even discounting the ‘other’ award show that happens right after this – but nobody really takes it seriously except as a hedge in case they don’t win big enough in the former.

Look, I get it. Industry recognition is important. But must we always go through these intense pay-per-entry hoops just because that’s what gora folk do? What about local insight and culture? What about the things that are considered wins strictly in the Pakistani context? Shouldn’t advertising award show cater to the market dynamics and realities of our region? I, for one, have had enough.

So without further ado (and WITH that cliche line, unfortunately), I present to you “The Maza Nahin Aaaya Awards” – Pakistan’s most localized and honest advertising award platform. Think of the MNA Awards as that shitty Option C in every agency deck; it’s not creative or logical, but it’s simpler to execute, so everybody agrees to it eventually. That’s our vision here – to make the show capture the real ‘wins’ of the local advertising scene – sans the pretentious metrics. It’s unapologetically desi, and as readers of Synergyzer, I invite you all to participate in its first iteration.

Instead of a shiny metal block (that eventually goes into the brand manager’s mantle, and thus agency folks have to ‘buy’ an overpriced replica from the organizers), we’ll give you a Mcdonald’s coupon for 2 pax – ultimately, they are more useful and valuable in this economy anyway. No need to worry about purchasing a seat at our fancy gala event, we’ll do the whole show on a Zoom call, and since we’re too cheap to get the paid plan, it’ll be over in 40 minutes anyway so that you can get back to your
 uh
 exciting after-work life. Here are some of the categories where you could win big:

Slavemaster of the Year

For agency and brand teams that treat work-life balance as a myth from a long-lost civilization, we present this exquisite honor. Your employer is already shortlisted if your boss gives you that look when you try to leave before 6 pm. Your organization’s chances to win get even better if more than 5 of your employees have reported nervous breakdowns during the current calendar year. After your neglected kids, this is perhaps the best recognition you’ll get of all those late nights and forgotten weekends.

Logo Bara Kardo Lifetime Achievement Award

This category is only applicable for brands (and some agency folks that have internalized this as the secret to quick approvals). For brand managers that constantly insist on supersizing their logos (often more than the campaign’s idea itself) and can demonstrate adherence to this dogma across their career, this is an easy one to cinch.

King (or Queens) of Khanchas

Also known as dealmakers or kickback artists, this accolade is a testament to those in mid-management who have mastered the art of discreetly skimming off the top and dealing under the table, whether its in currency or more ‘creative’ kickbacks such as cars, iPhones, or favors. As they say, “It’s only wrong if you get caught.” which is why it’s difficult to accurately gauge the veracity of contestant claims – so we’ve made it super simple: you can just buy this award outrightly. Bid high, though; 10% is just amateur hour here.

The “Seriously? Them?” Medallion

From celebrities who have never interacted with the product, they endorse to those who seemingly sprouted a new skill overnight, our “Seriously? Them?” medallion pays tribute to the most mismatched brand-celebrity pairings. Mahira, have you ever, just once, washed your face with a Lux bar? We didn’t think so. Any and every Pakistani celebrity endorsing a non-Apple smartphone is automatically nominated because of obvious reasons. Wasim bhai and his washing powder are banned from participating in this one to keep the competition fair for newcomers.

“Can’t wait for AdMadDude to review this” Viewer’s Choice Awards

Let’s kick things off with an award dedicated to the tireless efforts of brands to make it onto everyone’s favorite roasting platform. If you’re not already on the receiving end of his tirade, you’re doing something wrong. We recommend going for a formulaic song-and-dance to get on his radar and pairing it with an abrasive product integration to top it off. If you think your ad has been wrongly ignored by AMD and is plateauing at mere KAMN trolls, this award will definitely help you get to proper recognition faster.

The Chaapa Cup

Imitation is the sincerest form of flattery, or so they say. Our Spot-the-Difference award recognizes both agencies (and brands who ask for exact references for approval but will later feign ignorance) and those who creatively lift international ad concepts and sneakily repurpose them for Pakistani audiences. Plagiarism? Nah, fam – it’s ‘efficient innovation’! If you feel like you don’t have a ‘pure’ Chaapa nomination, not to worry – we will also be accepting entries from production houses that will make ‘moving boards’ made out of global ads and sort of reshoot them to make a local Frankenstein.

The Red Tape Regalia

Here’s to the brands that put us through painfully complicated and torturous RFP processes. If you’ve ever handed out an RFP that was thicker than a bowl of oatmeal, this category is for you! While this is typically won by procurement departments, aspiring brand managers can also try their luck by submitting excessively painful pitch processes- ideally with incomplete information, unrealistic submission timelines, and basically enough freebies built-in as ‘requirements’ that they can ‘repurpose’ to show their bosses as next year’s detailed marketing strategy.

Career Crisis Category: The “Counting Days” Certificate

A special award for the agencies that make employees pray, beg, and plead before they see their paycheck. If you’ve lost track of the calendar whilst waiting for your employer to deposit the salary, it’s time to claim the “Counting Days” award.

Career Crisis Category: The “Leapfrog” Certificate

Jumping from one agency to another faster than you can say “pay rise”? If your resume has more than 4 switches in 4 years, you might be eligible for our “Leapfrog” certificate. After all, who needs loyalty or career continuity when you can get an employer-FOMO raise?

The What-a-Bahana Special

Only applicable for client-facing resources – and maybe finance departments dealing with ‘vendors’, this special award takes into account your creative ability to come up with outlandish but barely passable excuses that have helped delay commitments effectively. Agency-side applicants note that “hard drive crash hogayee” entries are no longer acceptable as of 2010 and the advent of SSDs. Finance professionals that use “signatory away on travel” in their applications will be given an ‘unimaginative excuse’ deduction on their scores.

So there you have it. Finally – an award show for Pakistani advertising that doesn’t beat about the bush and gets down to the brass tacks of what matters in our industry. And lest any of you think this article is the work of just another creative-type being passive-aggressive because they didn’t win big at the other award shows – here’s a veiled threat: Guess who’s going to be the default winner in the secret “Mindless Maza Nahin Aaaya Feedback”’ category?

8 W’s to Question in Political Advertising by the Pakistani Government

Mazhar Ali
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8 W’s to Question in Political Advertising by the Pakistani Government

It includes non-political campaigns promoting public services, initiatives, and programs and raising awareness about various issues. This type of advertising focuses on informing and engaging the public on matters that are not directly related to the Pakistani government or partisan interests. For example, public awareness campaigns about polio vaccination and family planning to engage people in public welfare initiatives are apolitical.

Political advertising by the government refers explicitly to government-funded communication that aims to promote political messages, policies, or political figures associated with the ruling party. It is directly tied to partisan interests and can be used to shape public opinion on political matters. This is the arena where government political advertising comes under scrutiny, as it is often seen as politically motivated campaigns aimed at strengthening the government’s political narrative.

On one hand, it seeks to expand its vote bank, while on the other hand, it undermines its political opponents. Political advertising by the government raises significant questions, which will be explored in this article.

1. Who funds political advertising by the government?

The government may allocate a portion of public spending in the annual budget from tax revenue collected from taxpayers. These taxpayers may or may not be the supporter of the government. The government may sometimes use its owned broadcasting media for political advertising.

2. Who benefits from political advertising?

First, it helps the government because it usually highlights its achievements through political campaigns, which can steer public opinion. Second, it benefits people because they can make informed decisions about whom to give vote to. Third, it helps media houses and advertising agencies. Their collaboration with the government provides them a healthy source of revenue which flourishes the media industry.

3. Who measures the effectiveness of political advertising by the government?

Advertising effectiveness is measured by matching the outcomes of advertising with its objectives. When business houses do advertising for their products, they follow it up with matrices like sales, number of views, and conversion rate to measure the success of their advertising efforts. We often do not witness such activity in the context of political advertising. However, independent research organizations, government agencies, media monitoring organizations, and academic researchers can measure the efficacy of government advertising. The potential barriers to measuring advertising effectiveness of government advertising may also be political.

4. Who regulates political advertising?

In Pakistan, the Election Commission of Pakistan (ECP) and the Pakistan Electronic Media Authority (PEMRA) are the watchdogs of the content of political advertising. ECP formulates guidelines for content, media usage, and campaign financing thresholds for political parties, candidates, and government. PEMRA is a regulatory authority for electronic media such as TV, Radio, and other broadcasting media to ensure compliance with legal and ethical standards. The federal government and the Ministry of Information may also play their role in regulating political advertising.

5. What is unethical about political advertising by the government?

The government may distort facts and figures to influence public opinion. The government may exaggerate its performance and make inappropriate comparisons with its opponents’ performance. When a company misrepresents facts to benefit itself or attacks its competitors, it is likely to be alleged for deceptive marketing. We have witnessed many case studies where the Competition Commission of Pakistan has found many companies guilty of making unsubstantiated claims for their products and unjustly hitting competing products. Unfortunately, political advertising, in general, and political advertising by the government, in particular, are not held accountable for their content. They can communicate whatever they feel as long as they pay the publishing outlets. The use of a code of conduct in political advertising is seldom observed.

6. What is inefficient about political advertising by the government?

Unfortunately, political advertising by the government mainly uses television medium which is not only expensive but also less effective, considering the disproportionately young population spending most of its time on social media. Using social media to connect with young people is both effective and efficient. Social media is economical compared to conventional modes of advertising and is also viewed more by our dominant young population.

7. What causes a lack of empathy in spending public funds for political advertising by the government?

When companies make their marketing plan, they chalk out it very carefully. First, they ensure reasonable production costs of commercials, followed by frugal spending on buying media broadcasting spots. Then, they try their best to execute their marketing plan in the best possible way. Afterward, they measure the impact of their advertising spent. In contrast, we witness extravagant spending in political advertising by the government and very weak follow-ups on measuring advertising effectiveness. One apparent reason is that government does not pay from its pocket; instead, responsible tax-paying citizens have to bear the cost of unnecessarily expensive and unjustified spending.

8. What can make political advertising better?

The following measures are being suggested to improve effectiveness, transparency, and fairness in political advertising by governments.

  • Establish clear regulations and guidelines that govern political advertising by governments. These rules should outline the permissible content, spending limits, and disclosure requirements.
  • Implement mechanisms for fact-checking political advertisements to ensure accuracy and prevent the spread of misinformation. For example, independent bodies or organizations could verify the claims made in the ads and penalize false or misleading information.
  • Governments should provide all political parties and candidates equal access to political advertising platforms, preventing any undue advantage for incumbents or well-funded parties and promoting a level playing field.
  • Utilize modern digital advertising tools to target specific demographics or segments with tailored messages. This step will allow governments to reach their intended audience effectively and deliver messages that resonate with different voter groups.
  • Focus on issue-based messaging rather than personal attacks or negative campaigning.
  • Use interactive platforms such as social media, online forums, and town hall meetings to engage citizens in meaningful discussions and debates, encourage dialogue and participation, and foster a more informed electorate.
  • Governments should regularly evaluate the effectiveness of their political advertising campaigns. Feedback from citizens, independent surveys, and analysis of campaign outcomes can provide valuable insights to improve future efforts.
  • Seek partnerships with independent organizations, such as media watchdogs, academic institutions, or civil society groups, to ensure oversight and accountability in political advertising practices.
  • Promote public education campaigns to raise awareness about political advertising, its purpose, and the need for critical analysis.

These suggested measures will address ambiguities related to government political advertising and pave the way for a constructive, fair, and balanced exchange of information.

 

AI and Political Power: Navigating the Complex Interplay

Muhammad Abdul Basit
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AI and Political Power: Navigating the Complex Interplay

One candidate is a benevolent messiah equipped with superhuman capabilities, ready to transform the country. The other is a populist giant who excels in the art of manipulation.
The former presents a single election manifesto that is available to every person 24/7. With its immense powers, it aims to efficiently address the individual needs of every citizen without bureaucratic hurdles. Governance would become more convenient as it possesses the history of each individual, processing data in nanoseconds to provide optimal
solutions. It promises to transform the system within six months, ensuring maximum benefits for all stakeholders.

It prioritizes marginalized communities while maximizing utility for the majority of people. On the other hand, the latter’s algorithm aligns with Machiavellianism but with more brutality and unlimited power. Its goal is not to bring about change but rather to use its excessive power to dominate society. Stability is paramount for this populist giant and justifies any means necessary to maintain it. It implements surveillance and control mechanisms to monitor every aspect of citizens’ lives.

This populist giant thrives on fear, misinformation, and manipulation, exploiting the weaknesses and vulnerabilities of the human psyche to maintain its grip on power. Both robots have additional teams of robots that analyze data, breaching the privacy of humans and ruling them based on the collected data, including their activities, emotions, and psychosocial needs. Although set in the future, this hypothetical scenario emphasizes the genuine concerns about the interaction between AI and political authority.

While AI holds immense promise for progress and positive development, it also raises significant concerns that demand our attention. The rapid growth of artificial intelligence has both possibilities and challenges, affecting power dynamics in domestic and international politics. We can already observe the impact of AI on political power in today’s society. AI systems increasingly influence decision-making processes, analyzing massive volumes of data to provide insights for policymakers.

AI is now a part of political campaigns, with voter data analysis and micro-targeting techniques influencing electoral outcomes. Deepfake videos and automated bots have been employed to manipulate public opinion and political narratives through AI-powered disinformation and propaganda. The case of Cambridge Analytica during the 2016 U.S. presidential election serves as a stark reminder of how artificial intelligence can be used to manipulate information and alter public sentiment.

Cambridge Analytica employed AI to deliver personalized political advertisements, raising concerns about privacy, voter manipulation, and the erosion of trust in democratic processes. Furthermore, the rise of AI-based surveillance systems raises questions about finding an appropriate balance between security and civil liberties. Governments worldwide are embracing AI technologies for surveillance and control, extending their reach into individuals’ personal lives. While these measures may enhance security, they require careful assessment to respect individual rights and prevent abuses of power.

In February 2017, Scientific American published a special edition titled “Will Democracy Survive Big Data and Artificial Intelligence?” highlighting the fact that humanity is undergoing a major technological shift, and the introduction of large-scale social and behavioral automation will alter how human societies are organized and governed. Andrew Chadwick, a professor of political communication, coined the phrase “hybrid media system” to describe the multifaceted roles that social media platforms play. According to the hybrid media system theory, platforms such as Twitter, Facebook, and Instagram serve not only as communication tools but also fulfill roles as news media during emergencies, as well as platforms for political assembly and protest during contentious events like elections.

Consequently, the algorithmic structure of these platforms has a growing influence and shapes political messages, information-seeking behavior, and citizen engagement. They are not merely passive social media for connecting with friends and family; they are active political actors that collect and sell personal information from users to corporate organizations and political stakeholders.

This information can be utilized for targeted advertising, microprofiling, and political behavioral analysis. As Jose van Dijck puts it, “Social media are inevitably automated systems that engineer and manipulate connections.” Deepfakes and automated social media bots, for example, possess the ability to influence information and public opinion.

Those in power can exploit these tools to propagate propaganda, disinformation, or silence dissenting voices, potentially impacting political narratives and public perception. AI will not only play a significant role in domestic political affairs but also have a considerable impact on international relations. Lobby groups will heavily rely on AI to further their interests, and AI-driven cyber warfare will shape international relations and power dynamics. With AI, international cooperation or conflict can be intensified as states act in their self-interests, often interfering in the domestic affairs of their competitors using advanced AI models.

However, it is important to note that not everything about AI is negative. AI has enormous potential to contribute positively to the betterment of society. By analyzing vast amounts of data and identifying patterns, trends, and correlations, AI technologies can assist in formulating policy frameworks that are beneficial for the public. However, it is the responsibility of political leaders and policymakers to establish AI policy objectives, legislation, and ethical principles. The issue at hand is more of a relationship between public leadership and power than a direct AI-human dynamic.

The incorporation of AI in various sectors of the economy, for instance, has the potential for significant economic effects, but it depends on whose interests are a priority during policy drafting. Political leaders, policymakers, and civil society have an important role in defining regulatory frameworks, ensuring equitable distribution of benefits, and mitigating potential negative impacts of AI-driven automation and job displacement.

To navigate the complex interplay between AI and political power,  we need responsible AI governance, effective regulations, and public awareness. Ethical considerations must be a priority in AI development to ensure transparency, fairness, and accountability. International collaboration and cooperation are crucial for establishing norms and standards that protect democratic values and prevent the concentration of power in the hands of a few. The question arises, “In a hypothetical political system where the majority of policy decisions are automated by algorithmic structures, what exactly are citizens voting for? Are they electing a government or an algorithm?”

As we shape the future of artificial intelligence in politics, we must ensure that AI is used to improve decision-making, foster inclusive communities, and empower individuals rather than undermine democracy or consolidate power. As citizens and political leaders, it is our responsibility to engage in informed debates, establish comprehensive regulations, and proactively address the challenges and opportunities that AI presents.

Throughout this journey, it is crucial to remember that the ultimate power of AI lies not in the AI itself but in how we, as a society, choose to harness it. By embracing the potential of AI while staying true to our values and ideals, we can construct a future where technology serves the betterment of humanity.

Huma Baqai – Where Does the Buck Stop?

Hamna Farrukh
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Huma Baqai – Where Does the Buck Stop?

Synergyzer: Who is Dr. Huma Baqai? Just walk us through your journey. 

Huma Baqai: I am a very boring Professor, but at the end of the day, very happy to be that. It happened by default. I was a mother, and back then, everybody thought that teaching was something you could do with bringing up children and running the home. And I now strongly disagree because if you want to turn teaching into a career, it is a full-time demanding job as any other job, perhaps even more. But that was the reason I took it up.

I thought I had school-going children, and this was something that won’t clash with my responsibilities as a mom and as a homemaker. But it turned out that I spent more time at work than most corporate people do. May it was also because I had a passion for teaching. Teaching excited me, which I don’t do now in its traditional format because of the administrative position that I am in, but I miss teaching. It is addictive; you have a captive audience. They will listen to you. So what can be more addictive than that, right?

 

Synergyzer: What is your take on the current political scenario globally as well as locally in the last one and a half years?

Huma Baqai: I don’t think it has happened in the last one and a half years. It’s culminated to this point in the last one and a half years, and it has exploded in our faces. People who understood the situation said the country has been imploding from some ten years ago economically and socially. There is a governance crisis that is brewing, and for how long the so-called resilience of Pakistan could carry on? So now it’s come to a point where all of us are turning around and saying, when did this happen? Even today, if you go to a restaurant and the evening, there you have this French Revolution phenomenon here in Pakistan where people will turn around and say, I still have a 45-minute wait for the table; where is this economic recession?

You still have this counter-narrative, which is very unproductive. I think Pakistan is in a deep serious crisis, and we’ve had a fair share of crises in the past too. I’ve grown up listening to this sentence that Pakistan is at crossroads, and now I am pushing 60, so I don’t think it’s about being Pakistan at Crossroads. I think Pakistan always had a situation where the buck would stop somewhere. Either the buck would stop with the establishment or the Judiciary. So we at least had these two institutions, which could bring some sanity into the chaos, somehow that has come to an end.

So, what is different in the crisis you see right now is that we don’t know where the buck stops. It doesn’t stop with the establishment. It doesn’t stop with the Judiciary. The parliament is a joke, and the people are not factored in. So if we want the people to get factored in or their mandate, the buck should stop at the people; that’s what a democracy is all about, apparently; nobody’s prepared to let that happen. I use a famous term for Pakistan in all my tweets, and on Facebook, in the statuses that I put up, I see Pakistan as a Circustan. We’ve turned this country into a circus, both nationally and internationally.

 

Synergyzer: How do you think political developments are taking place? Pakistan is geographically strategically positioned; how do you think that will shape the future? How does it make Pakistan a brand in itself? 

Huma Baqai: Syria collapsed, Iraq collapsed, and Libya collapsed. So very strategically placed countries in the world have collapsed. Lands don’t collapse; states collapse. This is the dangerous scenario that I’m talking about. And it doesn’t seem improbable right now. If we don’t put our house in order, it’s not just a clichĂ© term I’m using here. I think the real stakeholders who have been silent Spectators so far need to come forward and do it on a war footing to resolve the situation.

 

Synergyzer: Who are these people? 

Huma Baqai: I think this is the business community.

Synergyzer: How does the corporate sector play a part?

Huma Baqai: Partial responsibility is not limited to giving out money for some social cause, which is going to waste if you look around. World Bank report has come out today which says that our social indicators are so bad, they are akin to some of the poorest countries in the world to the point that we have a health emergency and we have an education emergency, and how do they put it around? They put it forward by saying that out of every 10 children, 8 children cannot read a simple text.

So if this is what is happening to our education, we have no place in this knowledge economy in the future. So, the 86.8 million people who, once again, the world economic Forum say is the workforce in Pakistan and can plug the global workforce gap will not be able to do it if this is the state of our imparting skills and developing education.

I just want to say something nice about Pakistan, and I can’t find that. I’ve been a professor almost all my life. Spent 25-plus years teaching young students, and I would always go into a classroom and say, no matter what is happening outside, this is the future of Pakistan. These are people who will probably turn this country around. This possibility is also becoming dim because we want these youth to dance in political rallies and want them to be “warriors” on social media. But please tell me how much money they are allocating to turn their future around.

Look at the figures of the demography of the voting that will happen.

I think the corporate sector should do it. I think the business community should do it, and I think it is the youth of Pakistan who should realize that they have the power of VOTE in their hand and they have the power of the street in their hands, and that is what they should use to make these politicians and all other stakeholders who act like vultures right now to change that behaviour, an alternative must emerge.

 

Synergyzer: Youth is all about social media and digital media, which shape the narratives built around politics and the country. What do you think about that? Is that being corporate-backed, or is that the youth playing its part? 

Huma Baqai: Is it catching the imagination of the majority? This is a question you should ask. If it is, then it is the narrative of the nation. And that is true for everything. The Vietnam War was turned around because a few activists got up and said, America can’t be a part of this. The American foreign policy in South Africa changed because the blacks in America said that you can’t do this to people in South Africa.

So, I think it is me and you and us who have to turn around and say that stop. And I don’t know why this is not happening. I think this is what should happen. Of course, there is political branding. I mean, if this is why Imran Khan has “Bat,” and there is a reason why Karachi looks like there was “basant” around the year when the King was in power.

So yes, these symbols are displayed for the people’s sentiments.

 

Synergyzer: How does that shape public opinion? How do you think that is going to impact the political future? 

Huma Baqai: We are so preoccupied with manufacturing consent or influencing public opinion that we forget there can be indigenous public opinion because there is a bombardment of information. We all know that people are getting information from everywhere.

The 80s and 90s are over, and PTV’s news no longer works. Right now, people don’t even look at the television. They get their information from social media, word of mouth, or going to rallies and seeing what’s happening. So, I think the whole concept of how political branding and political projections are being done will change. Yes, social media is going to play a huge role. But don’t forget that social media has an army of Citizen Journalists, me and you, who look at these opinions and then form their own opinions.

Something which is genuine and true will defeat fake names and fake narratives, and because everything is happening at such a tremendous pace, it doesn’t take a decade for exposures to happen. Exposures in today’s world happen within weeks and months. Look at the Tosha Khana fiasco. Look at the way it backfired. Nobody’s talking about it now because everybody seems to have been a part of it.

People are in a position to form informed opinions, but then, of course, you can go into the debate of the digital divide. First, it used to be the literate; now, it is the digitally literate who sort of develop or come up with the narrative that will become popular.

 

Synergyzer: What is your opinion on government lobbying? Government lobbying is going on, and then it is backed by the corporates and huge private sectors; what do you have to say about that?  

Huma Baqai: Capitalism is just not economics. We now have capitalist-driven education systems, governance, and political paradigms. So yes, that kind of thing will remain; with this, you will have to factor in the people’s will. I think that is where the buck will stop, and even hardcore capitalist states today are talking about conscious capitalism. There is a global shift about how greed-driven capitalism has to end.

That is why May 1st is not celebrated anymore; there are protests on May 1st. So my post on May 1st was that the capitalist Seth and the elite enjoyed the first May holiday because the labour continued to labour. That’s the truth of the matter, isn’t it? Your driver was there, all the Salons were open, and all the restaurants and malls were open. Robots do not run them; they are run by people who have to be there to ensure you have a first May holiday. And that is the truth of capitalist-driven Paradigms, not just for politics but everything.

 

Synergyzer: How do you assess creating posters, and how do you assess the campaign’s ability? How do you assess virtual protests? 

Huma Baqai: Everything is there. It is what we call the multiplying effect. If it catches the people’s imagination, there is a term that you people use, “it’s gone viral”. You can do as much boosting as you want but not go viral unless people, your social media consumer, pick it up, it resonates with them, and they repost it.

It’s all about reposting, the likes, and the traffic you get; boosting works to a certain point where you increase your visibility, but is it adopted? Is it accepted? It happens when it resonates with the people. Everything you do on social media today must resonate with the people, and of course, you’re coming up with artificial intelligence. It cannot completely change the narrative because when they do, it backfires. It can only go this far if it is countering the real sentiment on the ground.

 

Synergyzer: A lot of PR and comms technology is being used to make a larger business impact. How do you think that will help make a brand after Pakistan? 

Huma Baqai: After Pakistan? I wish they were using it. They are not using it to the point where they could because it’s also extremely expensive. I know the kind of lobbying firms India engaged with to project and legitimize its gate-crashing nuclear club and how they have lobbyists working for the Indian cause everywhere at a very high cost.

It is strategic; it is about breaking the sound barrier. It is about projecting India as they would like to and remember how the Indians were angry about Slumdog Millionaire but how it changed the narrative of India in the world. Look at the movies that come out on Netflix from India, the kind of narrative they promote, so all of that works. But of course, there are people sitting who know that it’s a lie.

It’s very difficult right now to counter fake news; it’s almost taken us by surprise the speed of information and then the speed with which the manipulation of information is exciting. We have not been able to come up with what I call a counter-narrative or a counter-strategy because it is happening at an unbelievable pace.

Synergyzer: Don’t you think someone needs to take a stand? 

Huma Baqai: Who is going to do that? That’s what I said; we don’t know where the buck stops. Does the buck stop at the United Nations? United Nations is manipulative. Let’s talk about global entities. Does the buck stop at IMF and FATF? Don’t we all say these are manipulative entities? The influence is run by one or the other. So the whole concept of a world based on equity has completely vanished. It’s a manipulated world, and there is no equity in this world. And that is why perhaps the global order is also collapsing. There was a concept that said having the same for others, what you want for yourself. So democracy, human rights, women’s rights, equal opportunity, right to development, right to education, and right to life is being used so selectively, and social media allows you to see the selective use of it. Then serious questions are asked, and an alternative thought process emerges, which I think is emerging. Is it finding the right kind of space to make an impact something that is yet to be seen as it is how I see it?

 

Synergyzer: Can you comment on policy decisions for the corporate world? How can we use PRs, comms technologies, and digital transformation for policy decisions?

Huma Baqai: I am going to say something which may be slightly provocative. I think the corporate sector is very selfish, and they are comfortable in their bubbles and have their exit strategies. These exit strategies will get exhausted. Once again, the business community and the corporate sector must come forward and use their influence and clout, which is immense on the government policymakers, politicians, and entities that matter to put the point across.

Right now, I think the masses and these power groups (I call them power groups) can still do something to trigger a change. We need an intervention because nothing is working. The so-called talks that gave some hope to some are also collapsing because everybody is not on board. So somebody has to make the buck stop somewhere. I wish I had something more positive to say right now.

Genuinely, I hope I’m not losing hope, but at the end of the day, I am. I look around at all the good people, the youth desperate to leave this country. That saddens me, and I look at how Western societies are sucking them up for their own good. I know people are getting immigration in three weeks, six weeks, or eight weeks if they have the right kind of credentials, and I wonder why can’t we do something to hold them back because they are our real strength.

 

Synergyzer: Is it the phenomenon that the grass is always greener on the other side? 

Huma Baqai: I think it’s not about the grass being greener on the other side; it’s very tough, hardcore facts and statistics. Every primary student who qualifies to attend Primary School is enrolled in India. It’s enrolled in Bangladesh. Why can’t we get 100% primary education enrollment? Can you answer why eight out of ten children who go to school cannot read the text and cannot do simple math? Why are 40% of our children stunted? And if it’s our population growth, why are we not doing something about it? Has Bangladesh been a Muslim country, not controlled its population? Has Iran been a Muslim country and not controlled its population? Why can’t we do it? Why can’t somebody take responsibility for being unable to deliver to us, the people, not just the last four years, five years, ten years, across the last 17 years? We should get up and start asking questions, especially our youth.

Pakistan – You Only Saw What You Were Showed

Zain Aijaz
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Pakistan – You Only Saw What You Were Showed

Do you wonder if your choice about something was driven by listening to other people’s opinions, reading something, or following a general perception? Like by now, you should realize that the only reason you bought the clothes of a certain brand was because you were hearing a positive narrative about it.

Similarly, the vote our ancestors used to cast was based on several carefully plotted stories, which are now known as political narratives or propaganda. Don’t worry; we probably did the same. We think that political institutions aren’t that smart, but truth be told, they were evil geniuses of the advertising world. From knowing their audience to the great use of the mass media tools available, it takes a lot of effort to build a political narrative that also shapes the cost of a country’s future.

If we take a look back, there have been many regime changes in Pakistan. But some stand out as they shaped the history of this country with political narratives that shooked the nation from Balochistan to Khyber. Just keep noting how these campaigns had great elements of advertising and clever use of mass media.

Ayub Khan’s Well-Designed Propaganda Against Fatima Jinnah

In 1965, one of the most dramatic encounters occurred in Pakistan’s political landscape. Ayub Khan had to face the challenge of competing against Madar-e-Millat Fatimah Jinnah. The rank and prestige held by the sister of Quadi-e-Azam should have been enough to make her the first woman to lead Pakistan. But when someone has the power to shape a narrative and use mass media to his benefit, they can change the situation quite easily. The same was the case with Ayub Khan, who held the position of President of Pakistan and was clever enough to design a narrative-based political campaign.

Fatima Jinnah came out of her long retirement from politics with the stance of competing against dictatorship. She had an honourable image among the masses. Several newspapers commented on her campaign by stating that she was preaching the motto of Quaid-e-Azam. Her warm welcome in Lahore also got coverage. However, there was stronger propaganda in her way that proved lethal.

The mass media, aka newspapers because it was the largest medium, played a significant role in promoting Ayub’s narrative. Some commented that choosing Fatima Jinnah because she’s the sister of Quaid-e-Azam was not a wise decision. Few stated that people should not opt for emotionalism. One journalist wrote that India would want Fatima Jinnah as president.

But the greatest of all narratives was when the media said that ‘women cannot be a head of a Muslim state’. What can be more fatal than playing the religion card at your convenience?

Some of the headlines of that era read:

  • “Woman cannot be head of state.”
  • “Islam debars females from becoming head of state.”
  • “Woman cannot seek election as head of state.”

Hence, no counter-narrative could have eradicated the effect of Ayub’s campaign. Despite a popular newspaper Nawa-e-Waqt providing good coverage of Fatima Jinnah, Ayub easily marched to the president’s seat.

This election was the first instance of using the weaknesses of the opponent to your advantage with the help of mass media tools. However, a much bigger and massive scale slogan gave a new direction to political advertising & narratives.

Zulfikar Ali Bhutto’s Ultimate Slogan

By the late ’60s, a new narrative came to light. It claimed that the resources of Pakistan are being held by a group of elite-class people. This became the base of an ever-green slogan that was promoted by mass media and social groups. Zulfikar Ali Bhutto gave the most popular advertising slogan of all time, “Roti Kapra Aur Makaan”.

The effects of a dictatorship rule caused economic challenges, and Zulfikar Ali Bhutto took the opportunity to become the leader of Mazdoor (worker class). He emerged as a person who advocate for people’s rights.

But it took more than just a slogan for him to become a populist leader. When the war of 1965 ended as a result of the ceasefire, Zulfikar Ali Bhutto came to the limelight by claiming that Pakistan could have won the war if Ayub Khan hadn’t agreed to the ceasefire. The country was already in emotional distress and anger. The narrative resonated with them, and they started to accept Bhutto as their spokesperson. A little support from mass media helped in image projection. By 1970, he had all the narrative power to form a government that had massive scale popularity.

Coming back to the popular slogan, the Roti Kapda Aur Makaan tagline had all elements of effective marketing. People were in distress of multiple wars, economic disputes, and high unemployment rates connected the masses with this narrative. The media used to give great coverage to Bhutto’s speech which further strengthened him. One such example is his speech in which he said the iconic words:

Yeh qaum eik azeem qaum banayge, yeh qaum dunya ka loha banayge. Qabool hai apko? Tau khidmat karo gay, mehnat karo gay, laro gay, maro gay, aur jado jehad karo gay, eeman say karo gay, Allah ki kasam karo gay?

The part of the speech is preserved through electronic media. An interesting insight is that the people responded to every call of Bhutto during this speech.

Zulfikar Ali Bhutto had a secular roadmap of government. When he won the elections, the news headlines read, “Pakistan accepted secularism”.

Now a stronger story building was needed to oust him. What can be stronger than a religious alliance and its narratives?

1976-1988: From Forming Narrative to Caging Media

During 1976-1977 a special group was formed by the name Pakistan National Alliance that consisted of right-wing parties. They all joined hands to create a series of perceptions that would lead to the end of the Bhutto regime.

The PNA started to propagate that Pakistan needs Shariah laws. They build their narrative against the secular approach of Bhutto by narrating that alcoholism and other activities have escalated during his rule.

Remember a popular line “Juda ho deen se siyasat to reh jati ha Changaizi”? This slogan was created by the PNA and used the print medium for its promotion.

Though Bhutto was ousted through a military coup, the narrative built by PNA became the base of government that ran from 1978 to 1988. These ten years were the time when electronic media, print media, and radio were forced to promote a narrative of government. From implying the press gagging act of 1857 to applying the motion picture ordinance in 1979, the media hardly had room to give their unbiased opinion.

The follow-up years had somewhat similar narratives that mainly roamed around anti-American threads. Moreover, after the 9/11 tragedy, it gained more strength mainly because the Pakistani community and Muslims got labelled as terrorists.

A major change in the use of media tools to design new narratives occurred after 2013. Social media got popular across Pakistan, and the era of digitisation was evident. Since youth got more connected with social media and digital tools, they became the new target audience. The whole situation was capitalised immensely well by one political party and its leader, who made Pakistan cricket world cup champions in 1992.

Social Media War; Imran Khan Is a Case Study

Everyone can recall the term ‘Keyboard warriors’. This phrase became popular because former prime minister Imran Khan used the mediums like Facebook, Instagram, YouTube, and other digital platforms to build his narrative of ‘Naya Pakistan’.

He had the perfect plot to design the campaign. His target audience was teenagers who did not resonate with the political leaders their parents followed. The primary medium, cleverly chosen, was social media because conventional media had more restrictions, and social assets gave better room for brand building.

The elections of 2018 are where PTI re-defined the use of social media. They had 150 million mobile phone users. Around 57 million of them had 3G/4G facilities, and 64% of the population was youth. Public figures, actors, and social media influencers played a major role in uplifting the campaigns of Imran Khan. One positive Instagram story on PTI had more power than several ads running on conventional media.

The campaigning of PTI achieved fruitful results on all fronts; From trending on Twitter to podcasts in favour of PTI to targeting opposition members on social media, they left no stone unturned.

Now, the question is how effective will be narratives and propaganda in the future. Will the nation always fall prey to carefully seeded stories or focus on electing members on merit? The situation is blurry because the above events clearly tell that the nation wants a ‘new product’ after every few years.

 

A Very Gen Z Perspective of Absurd Political Branding in Pakistan

Omer Kamran
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A Very Gen Z Perspective of Absurd Political Branding in Pakistan

Who needs ’em when you have the sheer charisma of a leader and a super-catchy albeit utterly unrealistic slogan, right? It’s like stepping into a parallel universe where substance takes a backseat and style reigns supreme.

While political campaigns in the world invest their time and effort into developing comprehensive strategies (ye kya hoti hain?), our dear Pakistani political communications seem to be working the exact opposite way. Instead, they throw together a hodgepodge of visually pleasing photo ops and carefully curated images, with a super patriotic and hopeful voiceover written and narrated with such poetic finesse ke sun ke Ghalib Sharmaa jayen. All of this aims to create an elusive connection between the leader and the people, kind of like that scene from Man of Steel, where Henry Cavil, dressed in full Superman costume, takes a walk among the ‘people,’ and all of them are reaching out for their savior, in hopes of capturing the grandiose existence of Superman in their small feeble lives, desperately yearning to be saved. Welp, sans the costume – that’s exactly how political leaders are positioned in their branding and communications.

Oh, and let’s not forget about Gen Z – which will soon make up the largest chunk of voters in the country. As all marketers have found out in recent times, GenZ is a tricky bunch to sell to, and no one agency or marketing entity has been able to truly unlock the mysterious workings of a GenZ mind. Forcing their sentiment in or away from a certain direction seldom works, but it seems like political marketers have missed that memo.

They stubbornly cling to the old-fashioned notion of forcing these young minds in a certain direction, and we can just hear the GenZ of Pakistan collectively going ‘Oh, the audacity!’. Little do they know that Gen Z has a sixth sense for anything ‘Sus’ and can spot someone ‘Capping’ from miles away. So, good luck with these attempts to manipulate their sentiments with flashy ads and superficial flair. Gen Z demands more than empty slogans and flashy gimmicks. They thirst for authenticity and hunger for genuine engagement. The young souls of the Z generation yearn for ‘real talk’, genuine connections, and the freedom to form their own ‘clout’. They reject the notion of being swayed by the prevailing catchy jingles and airbrushed images.

But hey, let’s not discourage them! Go ahead, try to crack the Gen Z code. Just remember, you’re wading into uncharted waters, armed with nothing but a jar of empty promises. The brilliant marketers working on these political campaigns need to put on thinking caps and prepare to be schooled by Gen Z. Adapt their strategies, ditch the insincerity, and embrace the challenge of connecting with these elusive creatures. It’s time to step up their game and speak the language of Gen Z. Embrace their slang, understand their ‘tea’, and show them that you’re not just another ‘clout-chasing boomer’ trying to sell them something they don’t want. Engage with them authentically, acknowledge their concerns, and be a part of the conversation. Then and only then might you have some chance of capturing the hearts and minds of this elusive generation.

But remember, it’s not a task for the faint-hearted. Gen Z is armed with the power of social media to call you out on your tricks, and that’s a fate no one can escape. In the realm of political marketing, they are the ultimate litmus test, and any political party looking to be successful will have to rise to the occasion and earn their ‘vibes,’ otherwise, they will be left in the dust, chasing after their fleeting attention spans.

In the realm of political branding, however, it seems like everyone’s in on the joke except the politicians themselves. While the rest of the world embraces the power of actionable insights and thoughtful manifestos, our politicians have found a shortcut to our hearts: a carefully crafted image and a slogan that’s catchier than a Bollywood dance number. Who needs substance when you can have style, right? It’s like a game of smoke and mirrors, where the audience is dazzled by the spectacle while the real issues fade into the background.

But hey, let’s not forget that sometimes the absurdity of it all can be quite entertaining too. It’s better than binge-watching Netflix at this point. We watch the theatrical act unfold on our TV all the time, between programs, before videos, and during a cricket match. These ads flood our lives like water floods Karachi’s roads, making promises that we know deep down are too good to be true. It’s almost like a soap opera, with each election bringing new episodes of political drama and farce.

If we take a moment to ponder the deeper implications of this recurring theme, we will realize that while the flashy ads and charismatic leaders may grab our attention, the real question is, what happens when the show is over? What happens when we realize that the promises made were nothing more than empty words? In a country grappling with real problems and pressing issues, this big gap becomes harder to ignore. It is now time for a reality check. These political communications do little to address the complex challenges that our nation faces. In these testing times, what we really need is substance, thoughtful policies, and leaders who want to make a real difference. It’s time to move beyond the superficial and demand more from our political discourse. Because as it stands, amidst all the buffoonery, there is room for change too.

As Gen Z marketers, we have the power to challenge the status quo and demand more from our political discourse. We can bring a fresh perspective, pushing for transparency, authenticity, and substantive content. We can encourage our fellow young voters to look beyond the flashy ads and question the real intentions and capabilities of our political leaders. Let’s not allow empty promises and superficial tactics to sway us away. Instead, let’s demand substance, integrity, and a genuine commitment to addressing the issues that truly matter. It’s time to break free from the cycle of political absurdity and pave the way for a new era of meaningful political engagement.

In conclusion, the world of Pakistani political branding may be rife with questionable branding, but it’s not without its comedic charm. We, as Gen Z marketers, have a unique vantage point to observe and critique this spectacle. While we can find humor in the theatrics, we also recognize the need for substantive change and genuine political engagement. By using our wit, sarcasm, and demand for substance, we can play a vital role in shaping the future of political branding in Pakistan.

So, let’s continue to laugh, question, and advocate for more meaningful and authentic political discourse. After all, in the midst of absurdity lies the opportunity for true transformation.

It’s time to unleash our creativity, challenge the status quo, and demand a political landscape that prioritizes substance over flair. Together, we can make a difference and create a political environment that truly represents the aspirations and concerns of our generation.

The Finance of Political Campaigns

Afshan Subohi
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The Finance of Political Campaigns

A decent election campaign lies at the heart of democracy. Financing that decent election campaign, as such, lies at the heart of the heart of democracy. That being so, finding
political space on the landscape is directly proportional to one’s capacity to raise and manage funds professionally. At the policy level, however, it is the system that has to ensure a level playing field for all the entities in the ring in terms of ways and means to raise funds and to control the ultra-enthusiasts who may go a tad too far in search of that elusive dollar.

To ward off the risk of policies that sway in favour of certain influentials/lobbies, undermining the public interest, it is equally important to put in place an effective tracing and tracking mechanism of private election funds and equip the regulator to effectively scrutinize the finances of parties and candidates. The current legal framework that regulates campaign funds in Pakistan is rather archaic. The Election Commission of Pakistan (ECP) lacks the capacity to audit accounts effectively, identify violators and proceed against them under the law. The framework itself is said to
be weak and needs to be amended to correspond and respond to the current and emerging realities.

Even a cursory look at the conduct of contestants, up and down the country during the last three polls, irrespective of the party, they disregarded fiscal rules and violated spending limits set by the ECP. Under the law, all candidates are obligated to open a dedicated election account and declare the account number at the time of filing the nomination papers. The law requires them to channel all election-related expenses solely through this account. However, it seems that not many people take these rules seriously, although many do submit the balance sheet of the dedicated account, along with payment vouchers, to the ECP.

Identification is checked at a polling station in the city of Wagah, Pakistan, May 11, 2013. Pakistanis went to the polls in high numbers on Saturday in a vote that carried the historic prospect of the country’s first fully democratic political cycle despite fresh violence from Taliban insurgents. (Tyler Hicks/The New York Times)

An intelligent estimate puts a price tag of Rs440bn on General Elections 2018. It included all spending incurred by the government, the candidates, the political parties, and the donors. The election spending five years back was 10 percent higher than the total cost of Rs400bn in 2013. Many watchers found these estimates conservative. When asked to comment on the published estimates of spending in the past three election cycles, the head of the ECP’s finance cell declined to provide a quote and pointed out that the spending estimates were arbitrary observations lacking empirical evidence. However, he did acknowledge that election expenditure by participating candidates has undeniably exceeded legal limits.

According to the ECP hierarchy, the balance of account submitted by the candidates have not been properly audited. “The regulator lacks the capacity to carry out the (required) massive audit exercise within the permissible time period. We are trying to improve both fiscal rules and their implementation. A separate finance cell has been set up for the purpose in the ECP,” Qurat ul Ain Fatima, the ECP spokesperson, told this scribe over the phone from Islamabad recently. The Election Act 2017 revised the spending limit of candidates from earlier Rs1M and Rs1.5M for provincial and National Assembly seat
aspirants, respectively, to Rs3M and Rs4M. The Election Commission’s own spending per voter has increased several hundred times over the past 15 years. From Rs22 in 2008, it hit Rs198 in 2018 and is expected to clock somewhere in the band of Rs385-508 in the General Elections 2023, scheduled to be held later this year.

See table for details:

A former chief election commissioner was not surprised at the hike in the ECP’s budget. “You must factor in the compound inflation over the last decade-and-a-half and the number of by-elections since July last year. In 2008 a roti (bread) cost two rupees, and a dollar cost 60 rupees. Today, low-weight bread costs Rs20, and one dollar equals over Rs300”. Chief Election Commissioner Sikandar Sultan Raja was approached for comments on the subject over the phone. He was busy but shared the contact details of the officers concerned to provide the required information. A senior officer of the finance cell did mention some legal lacunas, but not what was stopping the ECP from improving the legal framework to make it more relevant and effective.

Regrettably, the fiscal aspect of elections in Pakistan has not been subjected to systematic research and analysis by any independent or governmental entity. Two well-known organizations involved in electoral matters, namely the Pakistan Institute of Legislative Development and Transparency (PILDAT) and the Free and Fair Election Network (FAFEN), were unable to contribute significantly to the debate, aside from sharing the relevant sections of the Election Act that address election financing. They did agree that the subject merits more attention as it affects the quality of democracy.

Surprisingly, despite the volume of capital involved, no one in the government or outside has done an exercise to realistically assess the minimum budget necessary to put up a decent electoral campaign by a candidate in rural and urban constituencies of the four provinces. The research on the subject based on the market surveys and interviews of contractors and assembly seat aspirants showed that close to 80 percent of transactions during the campaign are cash-based, leaving no money trail. Key candidates on hotly contested seats, in particular, often spend more than what their financial standing justifies, observations of past elections indicate.

The need for money in elections means that people who wish to enter the race must ensure easy access to ready cash. I know that candidates start hoarding cash early in an election year. Former ministers/advisors in the race start calling favours back. The unearned liquid assets (bribes or proceeds of other illegal side business) are pooled. Rich lobbies and even mafias are approached through contacts for patronage”, a source familiar with the election affairs in Karachi commented.

Majyd Aziz, an industrialist from Karachi,h said many prominent seths (businessmen) often support promising candidates irrespective of the party. “It’s too risky to put all eggs in one basket. Seasoned tycoons supported two or more contestants of different parties in
the same constituency.”

A man is preparing to cast his vote on the day of the general election in Pakistan.

Another business leader said the influential business lobbies of cement, auto, pharma, traders, realtors, bankers, brokers, etc., pick a party to back instead of candidates. “There is nothing in writing, but it’s a quid pro quo deal. Similar to any investment, one
allocates resources today with the expectation of future dividends. The decision is reached by exploring the top-tier leaders of major political parties,” he confided.

“Often, personal capital is exhausted even before the actual electoral race begins. Cultivating leaders is an expensive endeavor, especially for candidates from rural constituencies. In addition to paying the party for a ticket, a team of contractors needs to be hired to handle various tasks such as providing laborers, transportation, advertising, social media campaigns, election office and camp spaces, printing, food, sound systems in offices and floats, and so on.” These days no one is ready to trust and better service providers like to be paid in advance, at least partially at the time of the deal”, a member provincial assembly shared but did not agree to go on record.

Multiple politicians asked about the source of campaign funding were evasive. Some said they had to sell the property to raise resources to get into the ring. Contacts in the real estate market have confirmed a temporary decline in property prices near general elections, which is attributed to the sudden influx of an unusually high number of sellers in the market. Individuals involved in auto rentals have mentioned that new vehicles are introduced, and their rental rates are adjusted based on their popularity. “There is too much uncertainty this year; people in the business are waiting in the wings for the election date announcement to put their business plan in action to make the most of a once-in-five-year opportunity”, said a car dealer from Lahore.

Speaking about the source of massive funding, most people approached were not clear though they hinted at the surfacing of hidden wealth during elections. “Millions, if not more, change hands. Most transactions, big and small, are in cash without proper vouchers and receipts. There might be some shady characters active, but no one can survive in the market with a tainted reputation. Normally businesses related to electioneering are trustworthy and honour deals they agree to even if verbally”, said a contractor who provides workmen for putting up banners and manning election camps.

“It has less to do with the political leaning and more with the timely payment”, a Pakistan Peoples’ Party voter sitting at Pakistan Tehreek e Insaaf camp at Gizri said. “It’s a part-time job that you do to earn a little extra. Yes, I attend PPP rallies in Layari and will cast my ballot for Bilawal Bhutto, but it doesn’t mean that I will forego the job opportunity”, a Baloch youth told the writer during an informal survey before the 2018 elections.

“Money can only come from places where it exists and is stashed. The middle and poor families who can barely cover their family needs can’t be expected to fund the political ambitions of wannabes”, remarked a college professor. “I have colleagues who support causes and may be ideological ones give some petty donations to their comrades, but can they actually make a significant donation to build a winning campaign? I seriously doubt that. All candidates need rich patrons for a decent try at elections”, he added.

Currently, there is no cap on the spending by political parties though they are required to justify their source of funds that can only be raised from individual donations by Pakistanis. The corporate lobbyists, when they wish to support a party, often pick hefty bills of election activities via some middlemen, anecdotal evidence suggests. Demonizing electioneering by competing political parties and aspirants who wish to represent people in either of the two tiers of the legislative assembly may be fashionable but counterproductive. Money is required to put the message across to the public. It provides people the basis to make an informed choice at the ballot.

Democracy in Pakistan is new, barely 15 years old. Never before in 75 years of the nation’s history did power got transferred or extended after a fresh lease of mandate – at the designated five-year interval.

“The bond of economics and politics is as natural as the relationship between development and human survival. Often the market and democracy progress in unison. Money is vital to communicate with citizens/voters, be it a political party or a candidate aspiring to represent people in a legislative assembly”, commented a keen watcher.

“A good political campaign not only brightens the chances of a party/candidate in an election, the flow of information empowers people to compare contestants and chose the one they would like to trust with legislative power,” he concluded.

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