The American philosopher Harry G. Frankfurt’s 2005 book, On Bullshit (originally an article from 1986), offers a theory of bullshit that defines the term and examines its uses in communication. Bullshit, according to Frankfurt, is discourse used to persuade without considering the facts. The bullshitter doesn’t care if what they say is true or not; the liar cares about the truth and tries to conceal it. Unlike outright lies, which distort facts with intent, bullshit thrives in a nebulous space where its chief aim is reaction and attention. When this paradigm invades journalism a field traditionally anchored in truth it creates a culture of distortion and manipulation. Nowhere is this more pronounced than in the Pakistani media landscape. In Pakistan, the media’s pivot from substance to sensationalism has enabled the rapid proliferation of “bullshit culture.” Journalistic norms of neutrality and ethical reporting are sidelined, replaced by agendas that prioritize narrative control over factual integrity. Here, stories are not presented to educate or inform but to manipulate perceptions. This trend has grown in tandem with the nation’s deepening political polarization, making journalism a tool for divisiveness rather than dialogue.
Central to this issue is the media’s role in framing and amplifying selective truths. A quintessential example is the coverage of Imran Khan and his party, Pakistan Tehreek-e-Insaf (PTI). A significant faction of the media crafts narratives that elevate Imran Khan to an almost mythic status a lone warrior fighting against entrenched corruption and systemic oppression. While this portrayal may resonate with some truths, its uncritical amplification without accountability creates a dangerous distortion of reality hence promoting this bullshit culture. The rise of bullshit culture leans heavily on emotional manipulation. Complex political issues are distilled into simplistic, binary narratives: Imran Khan and his allies symbolize patriotism and integrity, while their opponents are labeled corrupt or anti-state. This polarization alienates citizens into ideological camps, leaving little room for constructive debate or compromise. Media sensationalism feeds into this divide, exacerbating public distrust in institutions and fostering a culture of perpetual grievance.
This phenomenon of bullshit is amplified by social media, where misinformation and half-truths spread faster than carefully vetted reports. Influencers and commentators aligned with Imran Khan’s ideology exploit these platforms to echo narratives that undermine democratic institutions, often without evidence. Whether it’s claims of foreign conspiracies or accusations of electoral fraud, these assertions are designed to provoke outrage rather than stimulate informed discourse. The problem isn’t solely ideological it’s also economic. Many journalists and media outlets find financial incentives in perpetuating sensational narratives. Monetized YouTube channels, virally circulated social media content, and high television ratings create an ecosystem where pandering to partisan views is far more lucrative than adhering to journalistic integrity. This economic model ensures that truth-telling becomes secondary to revenue generation, eroding the very foundations of ethical reporting.
The effects of this bullshit culture extend beyond the media sphere. By perpetuating a narrative that pits Imran Khan against the state, media actors contribute to a dangerous level of societal polarization. Trust in democratic institutions a cornerstone of governance is systematically eroded, leaving citizens increasingly cynical about the state’s ability to function impartially. Worse still, this obsession with dramatized political narratives diverts attention from critical national issues. Challenges such as economic instability, education reform, healthcare, and governance take a backseat to personality-driven dramas. This deprives the public of meaningful discourse, undermining democracy’s role as a platform for progress and accountability.
Critics rightly argue that this culture undermines the principles of responsible journalism. When media prioritizes partisan loyalty over public interest, it sacrifices its role as a guardian of truth. To reclaim its integrity, the media must recommit to ethical standards, ensuring that reporting is grounded in fact, fairness, and accountability. Simultaneously, audiences must play an active role by developing critical thinking skills to evaluate narratives and question biases. A discerning public can push media outlets toward higher standards, creating a virtuous cycle where truth becomes the focal point of journalism once again.
The rise of bullshit culture in Pakistani media is symptomatic of broader societal challenges. Its persistence erodes democratic norms, polarizes communities, and distracts from the nation’s real challenges. Overcoming this crisis requires a concerted effort from journalists, media organizations, and the public alike to prioritize truth over sensationalism. Only by doing so can Pakistan’s media reclaim its vital role as a force for democracy, accountability, and progress.
