Dr. Fizza Batool is an Assistant Professor at SZABIST University, Karachi, with expertise in South Asian Studies and Comparative Democratization. Connect with her on LinkedIn or read her works on ResearchGate
In late April 2025, a terrorist attack in Pahalgam in Indian-administered Kashmir led to escalating tensions between India and Pakistan. After four days of intense conflict, a ceasefire was agreed on May 10, 2025, following US diplomatic intervention. This conflict wasn’t just fought on diplomatic and strategic fronts—it was fiercely contested in the digital space, where the battle continues even after military tensions have cooled.
The crisis revealed a profound shift in the information hierarchy, with YouTube channels and TikTok accounts often generating more engagement than official government statements or traditional news broadcasts. Piers Morgan’s viral debate featuring social media influencers alongside traditional experts perfectly captures this new reality— individuals who once would have been mere spectators now sit on equal footing with government representatives and veteran journalists in shaping public understanding of international conflicts.
Behind this digital conflict lies a troubling economic reality: content creators on both sides of the border have transformed geopolitical tensions into a profitable business model. While their strategies differ dramatically as per the socio-political context in each country—Pakistani creators predominantly use humor and satire, while Indian counterparts amplify nationalist narratives—both narratives operate within the same attention economy that rewards emotional engagement over factual accuracy.
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