Popular, Not Populist? Imran Khan and the Civil–Military Grammar of Populism in Pakistan

In this incisive commentary, feminist scholar Afiya S. Zia dissects the myth that Imran Khan is “popular, not populist.” Drawing on theorists such as Laclau, Mudde, and Moffitt, Zia argues that Khan’s politics exemplify moral populism: a performative style that fuses piety, masculinity, and nationalism while eroding democratic substance. His rhetoric of virtue and victimhood, she shows, mirrors the Pakistani military’s own moral lexicon of sacrifice and honor, blurring the line between civilian populism and authoritarianism. From symbolic austerity to digital disinformation, Khan’s rule delivered moral spectacle but little structural reform. Zia concludes that his populism—like its global counterparts—offers redemption without reform, transforming faith into a tool of power and consuming democracy in the process.

By Afiya S. Zia*

Recently, the official X account of Pakistan’s emergent third party, Pakistan Tehreek-e-Insaf (PTI), retweeted a supporter’s claim that its leader, “Imran Khan is popular, not populist – his leadership is based on merit, service, and people’s trust, not division or demagoguery.” The statement came amid a charged political atmosphere following Pakistan’s 2024 general elections, marred by allegations of manipulation, the disqualification and imprisonment of Khan, and the reversal of several victories claimed by PTI-backed independents.

Both domestic and international observers noted that the elections were neither free nor fair. In this context of curtailed democracy and contested legitimacy, PTI’s distinction between popularity and populism must be read not as analytical precision but as political self-defense – a claim to moral authenticity and victimhood.

The denial is itself revealing. Theorists such as Ernesto Laclau, Cas Mudde and Benjamin Moffitt have shown that populism is not a coherent ideology but a moralized style of politics. It divides the world into the virtuous “people” and a corrupt “elite” and performs rather than governs. By this definition, Khan’s rhetoric and political persona are unmistakably populist, even as his followers insist otherwise.

The Populist Grammar of Authenticity

From his entry into politics in the 1990s, Khan crafted an image of moral exceptionalism: a national athlete and hero who transcended Pakistan’s dynastic, corrupt politics but never actually politicked, at either constituency or national legislative levels. His signature slogan of naya Pakistan (a “new Pakistan”) offered a redemptive promise of national purification but based on his self-admitted personal turn from a lifestyle of westernized decadence to pious moral virtue, rather than institutional reform.

Khan’s supporters often cite his philanthropic project of the cancer hospital he founded in 1994, as proof that his politics are altruistic rather than populist. Yet, as Jan-Werner Müller observes, populists do not simply appeal to “the people”; they claim exclusive moral representation of them. Of course, there are many altruistic philanthropists in Pakistan, but Khan’s own rhetoric claims that only he is incorruptible enough to save the country.

The 2018 election that brought PTI to power was no popular revolution. It was shaped by judicial disqualification of a PM, backroom military support, the defection of ‘electable’ politicians from rival parties and, newly propped ones. The same military that Khan would later denounce as tyrannical helped secure his ascent to power. Once in office, he engaged in the same symbolic austerities that typify global populism: auctioning state-owned luxury cars, selling buffaloes from the Prime Minister’s House, and promising to turn colonial-era governor mansions into public parks.

Like Donald Trump’s televised reconstruction of the White House, or Narendra Modi’s ascetic imagery of revivalist Hinduism, or Erdogan’s mosque-conversion paternalism, Khan’s performances were not economic policy but moral theatre – staged to show distance from the ‘corrupt elite,’ ‘legacy media,’ or khooni (bloodthirsty) liberals. In Moffitt’s terms, Khan governed through performative crisis: each political setback became proof of his own virtue and of the system’s moral decay.

The Homo Islamicus Persona

Khan’s charisma models itself on the figure of homo Islamicus – the morally regenerated Muslim leader who derives authority not from democratic process but divine virtue and nationalist purity. Vedi R. Hadiz argues that the rise of the new Islamic populism in the Muslim world is but a mirror image of the rise of populist tendencies in the West. I track how Khan’s moralized masculinity fuses religiosity, nationalism, and populist virtue —a model of leadership also visible in Turkey’s Recep Tayyip Erdogan, who combines piety with patriarchy—but Khan’s version lacks a coherent alternative policy or economic vision.

Khan’s rejection of “Western feminism,” his warnings about “vulgarity” and “sex, drugs, and rock and roll,” and his invocation of an abstract ghairat (honour) are not incidental conservatisms. They are central to a moral populism that imagines the nation as a family, with the leader as its patriarch. Women in this framework are symbols of purity and faith rather than political subjects, an ideal he often upholds in his current fully veiled and pious wife, Bushra Imran.

Like other populists, Khan cultivated a large, devoted, and cross-generational female following, rooted in the intertwining of his athletic masculine charisma and paternalistic image. Many women view him as a moral guide capable of protecting their dignity and rights, often leading to family tensions and highly visible political polarization, especially on social media and within military households. This admiration motivated female supporters to participate in daring street protests, such as the May 2023 Lahore rally, where women boldly confronted police, mocked military generals, and faced repeated arrests with unwavering commitment. They demonstrated political courage even as senior PTI leaders distanced themselves. 

Khan’s transformation from celebrity cricketer to spiritual-political leader exemplifies what Dani Filc describes as the “inclusionary–exclusionary” spectrum of populism: while appealing to urban middle-class women and educated elites, he marginalizes groups like Ahmadis, Hazaras, opposition politicians/constituent holders, critical journalists, and feminists. Critics denounce his patriarchal rhetoric, majoritarian bias, and victim-blaming statements on sexual violence, yet supporters defend him for his moral simplicity and protection of women at political events.

This gendered populism both empowers and constrains women’s political engagement. While it inspires unprecedented acts of defiance against the military establishment, it simultaneously reinforces conservative gender norms, framing governance in terms of Islamic virtue rather than liberal democracy. Urban, middle to upper-middle-class female PTI activists often interpret Khan’s patriotism, piety, and defiance of Western powers as moral leadership, seeing him as a surrogate father or protector. Their allegiance centers more on his persona than policy innovations. 

Unlike Benazir Bhutto’s empathetic, liberal-rights-based appeal, Khan commands female support while reinforcing patriarchal norms – a pattern consistent with male populists globally. Ultimately, Khan’s piety-driven populism reshapes Pakistan’s discourse on women and democracy, combining the empowerment of select women with the reinforcement of traditional, conservative gender hierarchies, marking a post-feminist turn not unlike the Trump supporting, TradWives movement.

Rebranding as Moral Renewal

A central populist tactic is to rebrand existing institutions as moral innovations. Khan’s renaming of Pakistan’s flagship social protection initiative, the Benazir Income Support Programme (BISP) as Ehsaas, exemplifies this pattern. The rebranding erased the legacy of a female predecessor, taking credit for a recast state policy as a personal act of virtue.

Similar strategies appear elsewhere; Nayib Bukele in El Salvador folded earlier social welfare programs into his “New Ideas” brand; Andrés Manuel López Obrador reframed Mexico’s anti-poverty programs as part of his “Fourth Transformation.” These moves transform bureaucratic continuity into revelation and give the illusion that old policies are purified through the filter of the leader’s sincerity.

In Pakistan, this moralization of governance is amplified through religion. Poverty alleviation becomes an act of zakat (almsgiving), not redistribution; social policy is sanctified through Islamic ethics. In this sense, piety populism does not replace the state, it sacralizes it, for which there is no stable measure nor standard of accountability. 

Populism as Civil–Military Mirror

Khan’s populism has often been cast as the antidote to Pakistan’s entrenched military dominance. Yet the two are not opposites; they are mirror images. Both draw legitimacy from moral spectacle and claims of masculine benevolence and sacrifice. Both substitute masculine charisma for institutional accountability or the deepening of democratic collaboration and norms.

After Khan’s ouster in 2022 through a parliamentary vote of no-confidence, he recast himself as the moral redeemer betrayed by a corrupt establishment and ‘treacherous’ generals who retracted their initial support. This shift turned the civil–military conflict into a populist morality play, complete with pejorative references to traitors in Islamic historical tradition, a contest between rival saviors.

His falling out with Army Chief General Javed Bajwa dramatized this contest for moral and political supremacy, later extending to a confrontation with Justice Qazi Faez Isa, poised to become the next Chief Justice, and then with the ascetic and pietist General Asim Munir, who adopted a “zero-tolerance” stance toward PTI protests. Khan’s political ego, shaped by a messianic sense of virtue, left little room for institutional peers/equals. General Munir’s clampdown after Khan’s ouster in 2022 was rationalized as a defense of order, national dignity, and morale, echoing Khan’s own rhetoric of honor, self-belief, and betrayal. The rivalry has persisted after the 2024 elections and ongoing protests by PTI. This tension reached its symbolic peak in May 2025 when India launched a stealth “Operation Sindhoor,” against Pakistan, named after the Hindu symbol of marital devotion as nationalist metaphor. Pakistan’s military response, led by Munir, was saturated in the usual masculine imagery: shaheed (martyr), izzat (honor), and ghazi (holy warrior) and his televised pledge that ‘the sons of Pakistan will defend the honor of our mothers and sisters’ epitomized how both militarism and populism mobilize gendered virtue as political currency.

Social media in Pakistan, dominated by Gen Z users, mocked India’s media frenzy and celebrated Pakistan’s ‘calm victory’ with younger women enamored by the officers who led the Air Force in downing several Indian planes. Yet, as ever, the outcome was an uneasy one: the military emerged re-legitimized, Khan remained imprisoned, and populism simply migrated from civilian to khaki uniform.

Myths of Popular Not Populist

Consider the PTI’s retweet, which encapsulates five claims central to Imran Khan’s carefully cultivated mythos—portraying him as “popular, not populist.” First, it insisted that Khan is genuinely popular rather than populist. However, his rhetoric consistently divides society into “the pure” versus “the corrupt,” mobilizing moral legitimacy over institutional authority – a hallmark of populism. 

Second, the tweet claimed that Khan was not a creation of the army. In reality, his rise in 2018 was facilitated by judicial manipulation, military engineering, and rogue officers. Even if he later distanced himself from these institutions, this is no different from what rival political leaders have done historically. Rather than erasing such inconvenient histories, civilian leaders who take refuge behind military intervention must be monitored in the future.

Third, Khan is presented as anti-West, yet his critique existed alongside ongoing IMF negotiations and deep engagement with elite global networks, reflecting a selective post-colonial posture. 

Fourth, he is framed as selfless rather than narcissistic, though his populist appeal is replete with iconography, self-aggrandizement, and personal branding (‘I am Democracy,’ ‘I know xxx better than anyone else…’). He also remains guilty of relying on electable elites and the same familial involvement in party matters that are criticized in other parties. There is little tolerance for PTI members who may disagree with Khan or offer any competitive stance which reveals authoritarian tendencies. 

Finally, the unproven claim that he is open to compromise masks the fact that his politics thrive on intransigence—treating all dissent as betrayal (except his own) and viewing negotiation with the opposition or the establishment as weakness (except when dealing with the Taliban, even as it attacks Pakistan and inflicts injustices on the Afghan people). PTI’s mastery of trolling opponents, manufacturing fake news, and leading misinformation campaigns as a new form of politics in Pakistan is also overlooked in such sanitized analyses.

Far from disproving populism, these claims actually reinforce it. As Nadia Urbinati observes in Me the People, populism thrives on contradiction, converting apparent inconsistencies into signs of authenticity. Each denial, each assertion of moral exceptionality strengthens Khan’s narrative, reinforcing the image of a leader whose legitimacy rests less on institutions than on his constructed persona. Ironically, the validity of such claims is often on how he is internationally well-known or accepted by the West.

Populism on Empty

From prison, Khan continues to embody what Moffitt calls the performative style of populism—governing through crisis, redemption, claims of torture, and demands for exceptional treatment, even in the absence of office. His courtroom appearances in a supposed bulletproof bucket over his head, viral statements, and ritualized piety function as forms of affective governance from afar.

Yet his tenure in power offered no structural reform: economic stagnation persisted, media freedoms eroded, and minority persecution continued unchecked. His government extended the Army Chief’s tenure, criminalized dissent, and reinforced the surveillance state. The result is what might be called populism on empty and a politics of moral feeling without material change. It mobilizes faith but not reform and it personalizes virtue but not justice.

Imran Khan’s populism was not the negation of military rule but its civilian extension. Both rely on the same moral lexicon of piety, sacrifice, and masculine honor to assert legitimacy in a fractured polity. His electoral legitimacy in 2024 cannot be denied; he was a democratically elected leader who mobilized genuine discontent. Yet his politics squandered democratic energy because he is driven by claims of individual glory, empty rhetoric and not delivery. Claims of refusing to host US bases with an emphatic ‘Absolutely Not’ to a hypothetical question by a journalist and not as an actual matter of policy reality, exemplifies the kind of mythologizing that only a populist can maneuver. 

In Pakistan, as across the world, populism has become the grammar of both power and resistance. It is not a rupture from authoritarianism but its reinvention through the idioms of faith and virtue. The contest between Khan and Munir is less about democracy than about rival masculinities with each claiming to embody divine authenticity.

In the end, the PTI’s insistence that Khan is “popular, not populist” collapses under its own logic. Popularity is contingent and plural; populism claims moral monopoly. Khan’s “merit” was moral, not technocratic; his “service” symbolic, not structural; his defiance was personal not a questioning of power.

Imran Khan’s populism, like its global counterparts, offers moral redemption without reform—a politics of virtue that feeds on crisis and ultimately consumes democracy itself. At the very least, it recalibrates and compels all politics to thrust towards the Right end of the political spectrum.

For civilian democracy to prevail in Pakistan, all sides must abandon the language of contempt (libtards, patwaris, youthias, and cultists) that sustains populist polarization. A new politics demands both the recognition of PTI’s electoral legitimacy and respect for shifting electoral demographics, and for the ruling coalition to relinquish its reliance on military brokerage. In turn, the PTI needs to temper its cultic populism with constitutional humility, pluralism, and respect for critical media and civil society – starting with more honest political introspection rather than social media driven slurs and insults.

(*) Afiya S. Zia (PhD) is a feminist scholar and author of Faith and Feminism in Pakistan (Liverpool University Press, 2018). She has written extensively on gender, religion, democracy, and populism in South Asia.