RECENT developments in the United States remind us how crucial narrative control has become in shaping public perception. Just recently, US District Judge Aileen Cannon temporarily blocked the release of Special Counsel Jack Smith`s report on Donald Trump`s handling of classified documents and efforts to overturn the 2020 elections.

The decision delayed the release of findings that could clarify ongoing legal battles, leaving the public in a fog of competing narratives. At the same time, Mark Zuckerberg announced that Meta is cutting its fact-checking teams on Facebook and Instagram, following Elon Musk`s earlier move to dismantle fact-checking tools on X (formerly Twitter).

These decisions come at a time when misinformation spreads faster than ever, aided by algorithms and powerful artificial intelligence (AI) tools.

This convergence of events raises urgent questions. Who controls the narrative? How do we ensure truth remains at the centre of public discourse? What happens when facts are sidelined in favour of perception? Many such questions agitate rational minds today.

As someone who has spent decades in technological leadership, I have seen how advances in AI, social media algorithms, and digital platforms can both empower and destabilise.

Tools like AI-generated content and deepfakes have blurred the line between reality and fiction, making fact-checking and critical thinking more essential than ever.

However, when platforms remove those safeguards, they leave the public vulnerable to manipulation.

The use of narrative control is not new.

Edward Bernays, the father of public relations,in the1920s, convinced theAmericans that smoking was a symbol of freedom, masking the health risks behind a compelling story. The lesson? What is repeated enough times becomes the truth for many, regardless of the facts.

The Watergate scandal showed the other side. Richard Nixon tried to dismiss the investigation as a partisan attack, but investigative journalism broke through the spin. The truth unravelled Nixon`s presidency, demonstrating that transparency and accountability could restore public trust.

Yet today, trust in institutions has further eroded. A 2022 Pew Research report found that only 26 per cent of Americans trusted national news organisations. Trump has surely emerged as the master of repetition.

His presidency was defined by his ability to control the narrative. Fact-checkers documented over 30,000 false or misleading claims during his term; an average of 21 per day. These were not careless errors, but deliberate strategies to dominate public discourse.

Trump`s handling of the Iran nuclear deal exemplifies this. He withdrew in 2018, calling the agreement a disaster.

Critics argued the move destabilised the Middle East and strained alliances, but Trump`s narrative of strength and decisiveness took hold.

Facts about the deal became secondary to the story he told. The Jan 6 Capitol Hill attack showed the consequences of unchecked narratives. False claims of electionfraudfuelled violence and division, undermining trust in democratic processes.

Besides, social media platforms have amplified the stakes. Algorithms prioritise engagement, often spreading sensational or polarising content. A 2021 study found that false news spreads six times faster than the truth. Populists and leaders exploit this, crafting emotionally charged narratives that dominate the feeds.

Undoubtedly, controlling the narrative works, but it comes at a price. Trump`s reliance on misinformation eroded trust in the presidency. Platforms like X and Meta risk losing credibility as users grow disillusioned with the lack of safeguards.

The Americans have Trump to deal with. It is not difficult to find Trump`s parallel in Pakistani politics who use tactics the American president used to create false narratives with the aim of creating a cult.

Narrative control is a powerful tool, but it must be wielded responsibly.

Leaders who align their narratives with facts build lasting trust. Lies may win short-term victories, but truth sustains relationships and institutions.

Transparency and safeguards,like fact-checking, are crucial. The question is not whether narratives will shape our world; they always have, and they will.

The question is whether we, the people,will allow them to divide us or demand they be grounded in truth, ethics and respect for freedom of thought and speech.

DrMassoud Amin Wisconsin, USA