DIGITAL PROPAGANDA AND HYBRID WARFARE: A CONTENT ANALYSIS OF ANTI- PAKISTAN NARRATIVES ON SOCIAL MEDIA

Abstract

Objective: This study investigates anti-Pakistan narratives on major social media platforms, including Facebook, Twitter, Instagram, and YouTube, between 2022 and 2025. The primary objectives are to identify dominant themes, examine the strategies employed in digital propaganda, assess the impact on public perception, and propose measures to counter these narratives.

Methodology:
A qualitative content analysis was conducted on 1,200 purposively sampled posts in both English and Urdu. Thematic coding was used to uncover recurring patterns, framing techniques, and emotional appeals. Engagement metrics were also analyzed to evaluate the reach and influence of these narratives.

Findings:
The analysis identified five dominant themes: political delegitimization, military and security criticism, social and cultural instability, international reputation concerns, and economic weakness. Key strategies included selective framing, disinformation, emotional appeals, multimedia content, and amplification through automated networks, reflecting a coordinated effort to shape public perception.

Conclusion:
Anti-Pakistan narratives on social media represent a deliberate and coordinated form of hybrid warfare, significantly impacting societal cohesion, political stability, and international perceptions. Countering this challenge requires a multifaceted approach, including media literacy programs, regulatory oversight, and coordinated strategic interventions to reduce the influence of digital propaganda.