In today’s technological world, digital media has revolutionized the mode of goal achieving process and propaganda fostering an immense impact on International relations by widening its scope as well as deepening the gap between governance and objectives. Due to the impact, digital media usually have on our society and international relations; this study will focus on the way it challenges the scope and merits of International Relations.
Agenda building through digital media usually refers to the process of identifying, recognizing, and prioritizing issues or topics that support specific objectives by influencing masses, governments, or policymakers. Through digital media, agendas, and propaganda are made to influence individuals, and groups that shape the priorities and actions of decision-makers, ultimately affecting outcomes and shaping the future. For this very reason, media can indeed be used as a propaganda agent, as it has the power to shape public opinion and influence perceptions through selective presentation of information, biased reporting, and coverage of issues. Whether it is through news outlets, social media, or entertainment platforms, governments, organizations can use media or individuals to spread specific agendas, manipulate emotions, and affect narratives. Due to its widespread accessibility, digital media can easily lead to the rapid spread of misinformation and the casting of biased narratives.
Digital media is usually used for positive as well as negative agendas. The positive side usually promotes causes, advocates for social change, and spreads awareness about important issues. Through digital platforms, individuals and organizations amplify their messages to reach a broader audience, mobilize support, and foster community engagement. Positive propaganda in digital media can include campaigns promoting human rights, environmental conservation, public health initiatives, etc. However, the challenge fostered by digital media in International Relations is its use for promoting negative agendas and goals. These negative agendas include misinformation, disinformation, and manipulation of narratives. These tactics can be employed by states, non-state actors, or even individuals to shape perceptions, change opinions, and achieve specific political goals.
One of the major pieces of propaganda is shaping the public opinion. This can be in both positive and negative ways. Positive includes the display of such facts that are always being hidden and undercover. While the negative includes the use of misinformation to build misconceptions and thus influence public opinion and perceptions.
One of the most significant ways in which digital media platforms influence politics and international relations is by shaping public opinion. Through targeted advertising, algorithmic duration, and viral content, these platforms have the power to control and change public perceptions and attitudes toward political issues and global relations. For example, the coverage and showing of fake news and misinformation on social media have the potential to affect public opinion and manipulate it.
Furthermore, digital media has become a breeding ground for election campaigns. The influence of social media on elections cannot be underestimated. Political campaigns now allocate significant resources toward digital media advertising and digital outreach strategies to target specific demographics and mobilize voters. Several journalists are hired for coverage of that specific party’s initiatives and objectives and the spread of positivity regarding that. This in turn leads to a change in perceptions. The change not just in the case of domestic politics but also in that of global one. The perception of people about international politicians, diplomats, and leaders is also being affected by it.
Disinformation spread through digital media has significant effects on international relations as it erodes trust between nations by spreading false or misleading information about other countries, their leaders, or their policies. This can lead to; heightened tensions, strained diplomatic relations, and a breakdown in international cooperation. Likewise, False narratives propagated through digital media can deepen societal divisions and fuel hostility between countries because they undermine democratic institutions and processes by spreading falsehoods, manipulating public opinion, and undermining trust in democratic institutions. Foreign actors may use disinformation to interfere in elections, manipulate public discourse, and undermine the legitimacy of democratic governments which leads to disruption of diplomatic efforts. which hinder efforts to resolve conflicts peacefully and promote mutual understanding.
Addressing the challenge of agenda-building through digital media in international relations requires concerted efforts by governments, civil society, and digital platforms to combat misinformation, promote media literacy, strengthen cyber security, and uphold democratic values and norms. Effective strategies include promoting transparency, accountability, and cooperation among nations to counter disinformation, and emotional manipulation, and building negative perspectives to safeguard international peace and stability.
The writer is a student of BSIR at International Islamic University Islamabad and a member of PYDIR.