ISLAMABAD( The COW News Digital) A groundbreaking new study has uncovered how social media platforms are quietly fueling political polarization in Pakistan, creating digital echo chambers that reinforce existing beliefs rather than encourage open debate.
The research, published in an HEC-recognized academic journal, found that platforms such as Facebook, X (formerly Twitter), and YouTube are subtly shaping the country’s political landscape by feeding users content aligned with their personal ideologies. Conducted by Umair Mahmood, a PhD scholar, the study surveyed 226 participants, primarily young adults, revealing that nearly 70% of respondents depend on social media as their main source of political news, while reliance on traditional media continues to decline.
According to the study, this growing dependence has deepened divisions across Pakistan’s already fragmented political scene. Users tend to encounter posts that confirm their biases, creating “echo chambers” where dissenting opinions are either filtered out or portrayed negatively.
“Social media algorithms reward engagement — and anger is one of the most engaging emotions,” the report noted. “When users react strongly to political content, the platforms show them more of the same, reinforcing their emotional and ideological stance.”
Interestingly, the study also discovered that users who believe they are exposed to a wide range of opinions online are actually becoming more polarized. This paradox suggests that algorithm-driven “diversity” might be deceptive — as platforms present a mix of content that still aligns closely with users’ viewpoints.
Another critical finding showed that younger audiences are more susceptible to shifting political opinions after consuming social media content. However, the change often develops gradually, indicating that algorithmic influence strengthens over time rather than instantly.
Experts say the findings raise important questions about the long-term impact of social media on democracy and civic discourse in Pakistan. As political tensions rise ahead of future elections, digital manipulation and misinformation risks are expected to intensify.
The study calls for digital literacy programs and transparent platform policies to mitigate polarization, urging users to diversify their news sources and engage in balanced political discussions.
With Pakistan’s online population growing rapidly, the report warns that unchecked algorithmic influence could deepen social divisions — making it harder for citizens to find common ground in an increasingly digital democracy.
