Author : Ahmad Muhaimin, M.Si (Lecture at Raden Fatah Islamic State University, Palembang)
Political communication has undergone significant changes globally, especially with the growing importance of digital media. The rise of digital platforms has revolutionized how political messages are delivered, making communication more interactive and enabling more direct engagement between politicians and their audiences. This shift has transformed traditional communication methods, creating a new landscape where social media, mobile technology, and digital tools play pivotal roles in shaping political discourse and public opinion. In the digital era, political communication goes beyond the mere delivery of messages from authorities to the public, as it also involves a battle for narratives that can significantly impact public opinion, both domestically and internationally.
In particular, this evolution is evident in regions like South Asia, where there is a unique interplay between traditional communication practices and newer digital platforms. The integration of digital tools in electoral campaigns and political discourse has created opportunities for politicians to connect with voters more directly and quickly. However, this shift also brings challenges, particularly in countries where digital literacy is not uniform across different socio-economic groups. In South Asia, disparities in access to technology and digital education have created gaps in how effectively the public can engage with political content, making them vulnerable to misinformation and manipulation. As digital platforms grow in influence, the role of media literacy becomes even more crucial in maintaining a well-informed electorate.
A notable example of this shift in political communication is India, where social media platforms like Twitter and Facebook have been integrated into electoral campaigns, allowing political parties to engage directly with voters and amplify their messages through viral content (Neyazi et al., 2016). This has fostered a more interactive political culture, with campaigns leveraging the immediacy of social media to spread information quickly and mobilize support. Political figures such as Narendra Modi and Arvind Kejriwal have successfully used social media to shape public opinion during elections, showcasing the power of digital platforms in influencing political outcomes (Neyazi et al., 2016).
Social media, in this context, functions as a double-edged sword. On the one hand, it allows for significant mobilization, enabling the public to actively participate in political discussions and campaigns. On the other hand, it also presents risks related to the spread of misinformation and the exacerbation of communal tensions. The rapid spread of unverified information through digital platforms can incite riots, deepen ethnic or religious divisions, and intensify societal polarization. The dissemination of false information in such a tense context can complicate an already complex socio-political situation, particularly in regions like South Asia, where ethnic and religious diversity is high (Davis & LaDousa, 2020).
Furthermore, varying levels of digital literacy across different socio-economic strata in South Asia make it more challenging to navigate the information landscape. The inability to discern credible from false information can exacerbate social tensions and further divide communities. Without proper regulation and control, the battle for digital narratives can have social and psychological effects as damaging as traditional military strikes. The spread of misinformation and propaganda, which is difficult to contain, worsens existing conflicts and creates space for the manipulation of information that undermines political and social stability.
Finally, the success in controlling digital narratives can significantly impact the broader political and social landscape. In the case of Pahalgam, the ability to dominate the public narrative through social media and other digital platforms provided a strategic advantage in influencing global perception and shifting the balance of power between the two nations. This underscores the growing importance of digital platforms in shaping political communication, highlighting how controlling information in the digital realm is now as critical as traditional methods of communication in modern politics.