Propaganda is a mix of lies and truth, sometimes entirely fabrications, designed to influence public opinion about a person, company, or institution. In third-world countries like Pakistan, the government often spreads propaganda against opponents through mainstream media. Occasionally, public figures also create propaganda to defame their competitors. In this social media-driven era, most people no longer watch television; instead, platforms like Twitter, Instagram, TikTok, YouTube, and others set the trends. The channel for propaganda has shifted from traditional media to social media. People now believe in hashtags and viral videos. As a result, content creators are paid to spread false news and propaganda. People repeatedly see their content on their feeds and start to believe it.
Propaganda Techniques
Different techniques and methods are used to create propaganda in public. Some of them are as follows:
Testimonial Technique is the process by which false information is spread through different influential persons in society. Companies hire celebrities for an advertising campaign, and through them, they influence their followers. The people who trust those celebrities usually buy things on their recommendation and eventually become targets of the propaganda of the company. The same happens with the political leaders. People have an emotional affiliation with any leader in the country. Seeing the affection of the public, some people use the name of that leader to brainwash the public. Most of the time, the public could not differentiate between the propaganda and reality.
Stereotyping includes the use of different stereotypes of society in the advertisements. This allows people to connect with their old traditions and customs, and in this way, they start trusting the information provided to them.
Bandwagon is the method used to make people feel that they are missing something if they don’t follow the trend. The urge to adjust in a certain group compels people to stay stuck in the propaganda. This technique is commonly used in the present time because everyone is in the race of brands and trends, and in this race, people easily fall for false information.
Transfer Propaganda uses the things associated with the respect and emotions of the public, and creates an impact on the campaign or advertisement. In this way, they promote unrelated information and products, and the public trusts them due to their respect for specific symbols that are used in the campaign.
Name-Calling is a technique that is usually used to defame the opponent. In this propaganda, the negative symbols and language are used to disrespect the specific person in the public eye. It also includes blaming them for the crimes that they haven’t even committed. In Pakistan, it is quite common to use the blasphemy law against famous people to defame them, and sometimes it risks their lives in the country.
Glittering Generalities is a propaganda technique that focuses only on provoking the public through shallow slogans and loud campaigns. These campaigns often lack informative content. It uses content that is often far from reality, but captivates people’s interest due to its provocative and emotional nature.
The Plain Folks technique promotes the idea by associating it with common people. It helps people to build trust in the company, as it usually seems relatable. This factor builds the connection between the public and the company.
Why It’s Easy to Inculcate Propaganda in South Asian Society?
The main factor that aids the widespread diffusion of propaganda is the presence of Religious and Political Extremism in society. People from various religions have lived in this region for centuries, but there is a lack of tolerance for those of different faiths or political views. Due to this intolerance, the state uses the media to spread hatred among citizens for its political gain. Particularly in India, as elections approach, the government begins spreading propaganda against Pakistan and Muslims. This propaganda fosters hatred among the people. The government secures election victories by spreading propaganda at the expense of fueling hatred within its own population.
Recently, during the India-Pakistan conflict in May 2025, Indian media exemplified how propaganda is spread by inciting hatred towards Pakistanis and Muslims in India. Indians already harbor religious extremism against Muslims, and instead of addressing this extremism, the government fuels it to serve its own interests. The mainstream media in India consistently promotes Islamophobia and depicts Muslims as terrorists. Despite Muslims living in India in larger numbers than in Pakistan, the government continues to disseminate propaganda.
A second major reason for the proliferation of propaganda in South Asia is the region's low digital literacy. Although Asian countries account for nearly 45% of global internet users, many lack digital literacy skills. People often adopt a 'receive and forward’ approach, failing to verify or research the information they get. This leads to widespread misinformation and makes it difficult for people to distinguish propaganda from reality. For example, the misinformation about the HPV vaccine in Pakistan highlights this digital illiteracy. Propagandists on social media knowingly target a largely illiterate population, making it easy for false news to spread. Instead of researching the vaccine, many are simply boycotting it, which reflects low digital literacy in society.
Conclusion
The government needs to promote the idea of self-research within the country. People need to understand that not everything shared online is accurate; some may simply be propaganda. In today's digital era, misinformation and disinformation are rampant, and social media users must be vigilant in identifying false information. With the rise of AI, producing and spreading propaganda has become easier, allowing anyone to edit and place individuals' photos and videos anywhere. This could lead to a future where distinguishing between real and fake content becomes nearly impossible. Therefore, promoting digital literacy is crucial so that people can fact-check the information they encounter. This is the best way to combat propaganda spread through social and mainstream media. In the past, when only traditional media like television were prevalent, spotting propaganda was easier. Today, it’s much more challenging, and educating the public about digital literacy is vital for their protection.
