Digital Campaigning and Electoral Influence: A Case Study of Political Marketing Movements in Pakistan’s 2024 General Elections
This article looks at how Pakistan's 2024 General Elections were shaped by a new digital playbook, led by the Pakistan Tehreek-e-Insaf (PTI) party. It traces the tools PTI used to mobilize voters and work around state-imposed media restrictions: record-breaking Twitter Spaces, an AI-cloned voice of jailed leader Imran Khan delivering speeches at virtual rallies, a Facebook chatbot that helped voters find the party's reassigned election symbol, a verified WhatsApp Channel, and widespread VPN use to bypass internet shutdowns. The article then sets the Pakistani case alongside Indonesia, the Philippines, Malaysia, and Myanmar, asking whether digitally mediated campaigning strengthens electoral participation in emerging democracies, or whether the costs (misinformation, deepfakes, uneven internet access) outweigh the gains.
