Daily Times

Public opinion remains the most important element in a democratic society. In present times the entire focus of technological sophistication aims at suggesting beliefs to form a popular opinion amongst masses. It is done through a well-constructed, fast-paced, information-laden system which targets the thinking process of masses. This process of constructed suggestion is called propaganda. Since propaganda has a negative tinge to it, thus another expression “Perception management” is used, particularly by a government, which dresses up “propaganda” in a civilized, acceptable and a usual fashion.

Every single person in a society irrespective of his societal status is unwittingly affected rather infected by propaganda. Masses deal with it by picking up an opinion suggested by well-crafted perception management process and that too without any deliberation. Press, television, radio, film, Facebook, Twitter, posters even blank spaces on utility bills are used to suggest an opinion.

Media particularly electronic, is the most powerful instrument in this regard. Probably that is the reason that people working in this industry are often labelled as opinion makers. These opinion makers are highly paid since they know the art of influencing attitudes, behaviour and even beliefs including altering people’s political dogmas. It is understandable that anybody who controls media inevitably attains huge potential to control and shape public opinion. Media uses one typical flaw in human psychology i.e. our vulnerability to accept stereotypes; since we feel easy to classify things according to the popular acceptance. It is not relevant to understand how media shapes opinions and sentiments, however we know that every time it works only when a situation is painted where the future is highlighted as ambiguous, unclear and insecure. The media knows the art and science of shifting focus from something good to something bad or vice versa depending upon the ideology they wish to spread. Sometimes a popular belief or opinion is deliberately tranquilized to promote another opinion which gradually expands bringing victory to the party which has invested more on perception management effort.

It doesn’t matter who orchestrates the propaganda or perception management campaign, but their target is always one i.e. people of Pakistan. In this war of the words, no stone is left unturned, no tactics is left un-used and no-body is left spared

Entire system of elections in democracy hinges on opinion which remains vulnerable to media onslaught and investor behind it. When opposition uses this tool, people suspiciously distrust the government and when government uses it, people are puzzled and mystified by happenings around them. It is always a war between ideology and lust, democracy and dictatorship, good and evil, honest and the allegedly corrupt etc. The average Pakistani is easily manipulated by the political parties using media. Facts are presented that favour a particular party while colour and taste of available information is altered to synchronize it with the narrative drafted and promoted by a particular party.

Media, print or electronic, cannot be blamed alone for this behaviour where it is seen adopting a particular narrative and is observed working on it. The outside stimuli acting on media industry are so multifarious and powerful that media cannot survive if it becomes critical or follows a neutral, unbiased and non-aligned agenda. In reality, the term Freedom of Expression seems limited to text books of “Journalism” and “Mass Communication” subjects only while in actual it is no-where to be seen.

With each passing day social media has almost taken over the major responsibility to form public opinion. It is equally effective despite the fact the audience it addresses is much lesser than that influenced by print or electronic media. However, both the social as well as electronic media is always used concurrently. While fiery opinion makers express themselves on screens, at the same time, with the help of hand held gadgets, tabs, cell phones and computers, competing themes are hurled and narratives are fired in cyber space every single minute. Figures are presented in appealing way while facts are ruthlessly altered in an appalling manner; photographs of political gatherings are photo-shopped and attendance is claimed in huge numbers while other side shows empty chairs, people are glorified or insulted and social media becomes a battle field where average Pakistani is left mentally maltreated, frustrated, confused, perplexed and stressed. His hope in a better tomorrow gradually wanes and he is left mentally tortured till the time he shakes his head, gets up and chooses a side and participates in the frenzy hurling abuses to who so ever he feels responsible for his uncertain tomorrow.

It doesn’t matter who orchestrates the propaganda or perception management campaign, but their target is always one i.e. people of Pakistan. In this war of the words, no stone is left unturned, no tactics is left un-used and no-body is left spared. Personal lives are discussed, books are sponsored where character is smeared and even families are debated as public property on social media. At the end it is the average Pakistani who is left defeated and incensed with antagonism which often translates onto the crime charts in Police DSRs (Daily Situation Reports) and monthly security briefs.

Parties sitting in the government as well as opposition must realize that they are doing enough with the poor people of Pakistan. I am yet to find out if both can compete and contend without targeting masses but that is what an average Pakistani desires at present. Let social media be used in a better and much civilized manner and let media be free, unbiased, impartial and un-manipulated. Let the facts on ground come onto the screen and front pages of newspapers and let these be seen as truth or lies but not as true lies. Let the opinion form naturally through good governance, economic progress and social development and I sincerely wish it happens someday soon.

The writer is a versatile analyst and a speaker on contemporary issues