Opinion | Social media and the Narrative

Today, the digital journey of Kashmir is one of unity and aspiration. Social media transcends mere hashtags—it’s a stage where Kashmiri voices narrate their own future, in harmony with India’s broader vision of inclusion, security, and development.

In Kashmir, social media is no longer just a platform for sharing photos and updates—it has become a dynamic space where narratives of hope, progress, and national unity are thriving. Amidst diverse conversations, a powerful pro-India discourse has taken shape, highlighting nation-building, improved connectivity, and the aspirations of a new generation. The role of social media gained further momentum after the abrogation of Article 370 in August 2019. Within hours, hashtags trended across platforms, reflecting the sentiments of people supporting integration and development. Far from being mere orchestrated campaigns, these online discussions were driven by citizens who saw new opportunities unfolding in Jammu & Kashmir. On 6th June 2025, the inauguration of the world’s highest railway bridge—the Chenab Bridge—by Prime Minister Narendra Modi marked a historic milestone in Kashmir’s journey towards deeper connectivity. This engineering marvel, linking Katra to Banihal, is a symbol of national unity and a testament to India’s commitment to bringing Kashmir closer to the rest of the country. Across social media, people shared heartfelt messages of how the new rail link is going to make family reunions, education, and commerce more accessible than ever.

India’s social media space is no longer just about entertainment—it is steadily building a narrative of tangible progress. Hashtags frequently trend, often accompanied by genuine testimonials celebrating improved infrastructure: new hospitals, widened highways, reliable power supply, and advancements in tourism. These organic stories—shared from Srinagar to Chennai—carry a clear message: peace and prosperity go hand in hand. During times of security incidents, such as the Pulwama attack or other sensitive situations, India’s digital response has been swift and fact-based. Government fact-checkers, independent journalists, and alert citizens actively work together to debunk misinformation. Verified visuals, official data, and frontline reporting quickly reach the public, often using responsible hashtags. These coordinated efforts ensure that misinformation is contained, and accurate information reaches the people. The emergence of local content creators is playing a crucial role in reshaping perceptions about Kashmir. On Instagram, YouTube, and other platforms, young Kashmiris are sharing stories of saffron farming, local craftsmanship, school journeys on new railway routes, and traditional music performances. This locally generated content paints a picture of a Kashmir that is peaceful, vibrant, and fully integrated into India’s growth story.

Tourism remains one of the most compelling pillars in Kashmir’s ongoing transformation story. In 2024, an impressive influx of over three million tourists ventured into the Valley—drawn by its breathtaking natural beauty, vibrant cultural life, and a markedly improved security environment. These travellers acted as real-time ambassadors, sharing images and videos across platforms like Instagram, Facebook, and TikTok. Their content—depictions of serene lakeside mornings in Srinagar, snow-kissed peaks in Gulmarg, and colourful handicraft bazaars in Pahalgam—painted Kashmir not as a zone of tension, but as a land of peace and possibility. This kind of organic, user-generated storytelling offers a truthfulness that traditional tourism campaigns often struggle to capture. What’s particularly remarkable is the genuine hospitality highlighted in these posts. Visitors frequently recount warm interactions with local families—sharing kebabs, chai, even homes, during festivals like Urs or the Tulip Festival. These candid stories resonate more, because they’re unscripted. When tourists speak of helpful guides, homestay hosts, or community-run treks, that narrative rings authentic. Spread virally, such testimonials have helped reframe Kashmir’s image, spotlighting its softer, welcoming side.

However, to consolidate this progress—and guard against misinformation—India must invest deeply in media literacy. Social media is a double-edged sword: while it empowers Kashmiri storytellers, it also allows echo chambers and false narratives to thrive. The solution lies in proactive educational strategies, especially among the youth. Universities and colleges across Jammu and Kashmir—and even on the mainland—should integrate media literacy modules into their curricula. Workshops led by trained faculty, journalists, or Elders could teach students how to distinguish fact from fiction online: checking credentials, spotting doctored photos, reading beyond headlines, verifying with multiple sources, and understanding algorithmic biases. These skills aren’t just academic—they’re civic assets, empowering the next generation to stand against rumours, communal narratives, and digital decay. This, ultimately, is the foundation of a pro-India narrative in Kashmir that isn’t superficial—it’s deeply rooted. It’s no mere hashtag campaign; it’s built on sustained progress—new local schools, micro-entrepreneurship in tourism and handicraft, solar-power initiatives in remote villages, community policing programs, street art festivals celebrating local poets. These are real changes that locals experience daily. When Kashmiri photographers post images of an empowered artisan carving pashmina shawls, or a college mentor guiding underprivileged students through STEM kits, those stories carry substance. They connect with wider national aspirations of inclusion, growth, and trust.

Yet, echo chambers persist—on platforms like WhatsApp or local chat groups—where misleading forwards or rumours can travel faster than truth. This is why fact-checking must be positioned not as spin, but as service: a shield for information integrity. Today, the digital journey of Kashmir is one of unity and aspiration. Social media transcends mere hashtags—it’s a stage where Kashmiri voices narrate their own future, in harmony with India’s broader vision of inclusion, security, and development. By amplifying these voices—through tourism promotion, citizen journalism, youth-led fact-checking, and digital literacy—we strengthen the narrative architecture supporting peace.

The writer can be reached at syedjahanzeeb2@gmail.com