From Cave Walls to Clickbait in a Misled World

Human civilisation has always relied heavily on communication. Before the invention of media, prehistoric people communicated ideas, recorded events, and shared knowledge through the use of cave paintings, carvings, and symbols. Akbar, the Mughal Emperor, established a systematic reporting system throughout the Subcontinent. The royal court received daily bulletins, known as Akhbar, from officials such as Waqia-navis, Akhbar-navis, and Harkaras. These updates covered military, political, and palace affairs, but served only the emperor, not the public.

In 1605, Johann Carolus published the world’s first public newspaper in Strasbourg, then part of the Holy Roman Empire. Titled Relation aller Fürnemmen und gedenckwürdigen Historien, it marked the birth of public news during Europe’s Renaissance. From there, technology exploded. The world became connected 24/7, with news from every corner just a click away.

Before the internet, print and electronic media were our primary sources of news and entertainment. These platforms operated under tight oversight. In the UK, for example, the British Board of Film Censors (BBFC), founded in 1912, regulates media content to maintain social standards. Media were expected to be authentic, accurate, and serve the public good.

But everything changed with the rise of the internet. Social media platforms unleashed a new era of unregulated, uncensored content, a world where anyone could be a reporter, but no one had to follow the rules. This gave birth to citizen journalism, which broke traditional barriers but also brought serious problems. With no filter or fact-checking, false information now spreads faster than the truth. And for the younger generation, these platforms became both a source of connection and a growing cause of distress.

Gen Z is suffering as a result of social media. According to studies, 56% of people have uneasiness when they aren’t using their phones, and 41% report having anxiety or despair. 35% of teenager’s experience cyberbullying, and 87% have seen bullying occur online. 32% of adolescent females say Instagram alone has made their body image problems worse, and 60% say they feel worse about themselves. Overuse of electronics is associated with stress and restless nights, and half of teenagers acknowledge that they feel addicted to them. 64% of users are misled by false information, and 70% believe that platforms don’t go far enough in preventing harassment. Additionally, 40% of teenagers think social media makes them feel more alone and damages their relationships.

This isn’t just a youth problem, it’s a societal crisis. According to Pew Research, Gitnux, World Metrics, and UN News (2023–2024), unchecked social media use is reshaping how young people see themselves and the world. More dangerously, misinformation is pulling them into online traps, fueling cyberbullying, human trafficking, and political manipulation. All this often happens under the disguise of noble causes like human rights or social justice. But in reality, these teens are being used as tools for someone else’s agenda.
Pakistan has faced wars fought with bombs and guns. But the current threat is a digital war, one fought with half-truths, viral posts, and psychological tactics. This hybrid warfare spreads confusion, mistrust, and fear. Innocent people unknowingly become part of it by sharing content without verifying it. In this age, a tweet can cause more damage than a bullet.

Media is supposed to be the voice of the people. But in chasing trends, we risk losing direction. Following viral content without knowing the truth is like boarding a train without knowing where it’s going.

One of the most alarming examples was the Blue Whale Challenge hoax in 2017. Though the claims were false, rumors spread that an online game was encouraging teens to commit suicide. The panic went global. Parents, students, and schools were gripped by fear, all because of social media exaggeration and irresponsible reporting. This showed how quickly misinformation can turn into a global crisis.

We urgently need a new approach. Digital literacy should be part of every school’s curriculum, teaching students how to think critically about what they read online. Governments and tech companies must work together to create open, transparent rules that protect users without suppressing free speech. Parents and teachers need to guide teens on how to use social media wisely, setting limits and encouraging healthy habits. Only through proactive education and awareness can we make digital spaces safer.
Even now, traditional media can be a trusted foundation. Outlets like BBC, DAWN, and Al Jazeera are adapting, adding fact-checking teams, real-time corrections, and digital tools to stay relevant. These organizations still operate under ethical standards and are essential in fighting misinformation. In a world overwhelmed by noise, trustworthy journalism acts as a much-needed compass.

False narratives don’t just confuse people; they threaten national unity. In Pakistan, disinformation campaigns often target CPEC, Balochistan, religious minorities, and the military. Reports like the EU DisinfoLab investigation revealed how Indian media operations were weaponized to damage Pakistan’s global image. These tactics aim to divide us by preying on ethnic and religious sensitivities. That’s why we need strong counter-narratives, digital watchdogs, and national awareness.

Young people can lead this fight. With the right tools, training, and mentorship, they can transform from passive users into digital defenders. Across the world, youth-led campaigns are exposing fake news, pushing for media literacy, and standing up for truth. The same platforms once used for harm can become platforms for justice and change.
The digital revolution is here to stay. But it’s up to us to shape where it leads. Every like, comment, and share is a choice with consequences. If we continue to scroll passively, we risk being led astray. But if we choose to think critically and act responsibly, we protect not just the truth, but the very values that hold our societies together.
The truth is no longer just an option, it’s a responsibility. And in a world flooded with lies, protecting it is an act of courage.