PAKISTAN’S political landscape has long been defined not only by the competition of par-ties but by the competition of narratives.

From the slogans of PTI’s “Naya Pakistan” to PPP’s workers’ rhetoric and PML-N’s development-focused discourse, political communication has relied heavily on creating the sense of empowerment without challenging the structures of power. Viewed through a Marxist lens, these populist narratives are less about serving the people and more about maintaining the dominance of the elite, pacifying the working class and distracting citizens from systemic inequalities.

Populism in Pakistan is deeply intertwined with ideology. Louis Althusser’s concept of Ideological State Apparatuses is instructive here. Political parties, the media and social institutions function to reproduce the existing social order by shaping citizens’ perceptions. In Pakistan, populist discourse creates an illusion of agency. Citizens are made to feel part of a movement, but the structures determining wealth, power and access remain firmly in the hands of a small elite. This is what Marx identified as the extraction of surplus value hidden beneath the ideological veil. The promise of participation masks persistent inequalities in income, opportunity and political influence.

The Pakistan Tehreek-e-Insaf’s rise demonstrates the mechanics of modern populism. PTI’s campaigns, particularly online, leveraged social media to mobilize youth and middle-class voters. Slogans like “Naya Pakistan” were repeated in every post, tweet and video, giving the impression of a mass movement. Algorithm-driven content ensured maximum reach, creating a sense that........

© Pakistan Observer