Dark Public Relations (Dark PR) and the Election System in Nepal: Implications for Democratic Communication

Abstract

 Global political campaigns have experienced a remarkable change with the rise of social media and digital communications. In Nepal, this phenomenon has given rise to a new concept called Dark Public Relations (Dark PR). Dark PR involves disseminating false, misleading, or manipulative information with the aim of influencing public opinion without any accountability or transparency. In Nepal, on March 3, 2026, social media played a major role in disseminating misinformation, false information, and covert propaganda in relation to the election campaign for the elections held on that day. Various types of politically motivated information, images, and news were shared on social media platforms, leading to a confusing situation for voters, as they were not able to differentiate between true and false information disseminated on social media platforms. This phenomenon, in a way, indicates the challenges faced in Nepal in relation to Dark PR.