SHAPING THE MUSLIM NARRATIVE: WHATSAPP CAMPAIGNS, ISLAMIC UNITY, AND PUBLIC OPINION ON THE IRAN-ISRAEL CONFLICT IN KARACHI

Abstract

This qualitative study investigates how WhatsApp campaigns influence public opinion about the Iran-Israel conflict among residents of Karachi. Using a phenomenological approach, 50 semi-structured interviews were conducted with WhatsApp users from diverse sectarian and socio-political backgrounds. The study reveals that WhatsApp functions as a powerful ideological tool, not merely a communication platform. Thematic analysis of the interviews identified five key themes: (1) emotional framing and fear-based messaging, where war-related content provokes strong emotions to drive engagement; (2) sectarian interpretations, showing how users understand the conflict through religious affiliations; (3) trust in the source over content, indicating relational credibility outweighs factual accuracy; (4) passive engagement, where users consume but rarely challenge misinformation; and (5) awareness of propaganda alongside a lack of media literacy, reflecting users’ inability to critically assess or counter misleading narratives. These findings highlight that WhatsApp campaigns are shaping localized understandings of international conflict, often reinforcing existing ideological divides. The study contributes to digital media and conflict research by emphasizing the role of closed messaging platforms in shaping political consciousness. It concludes with a recommendation to invest in digital media literacy, inter-sect dialogue, and the creation of fact-based counter-narratives to combat misinformation in digitally networked societies.