Shoe throwing gained global prominence as a protest tactic in 2008 when Iraqi journalist Muntadar al-Zeidi threw his shoes at the then-President of the US, George Bush. Since then, it has been a popular form of protest for many different nations. The same tactic has been used against Chinese premier Wen Jiabao in 2009, and throwing shoes at politicians has become practically a sport in India.

The strange part of this latest shoe throwing story is that the public rally was filmed and broadcast on television – and nobody saw any show throwing.

Anti-government commentators promise that video evidence will appear soon, but still no one has seen it. In the meantime, news media has been reporting the incident and airing interviews with the alleged shoe-thrower, substituting rumour and conjecture for actual evidence of the act.

Even the alleged-shoe thrower’s story is a curious claim. According to The News report,

Sardar Mohammed Shamim Khan, 57, said Asif Ali Zardari’s speech had incensed him so much that he spontaneously decided to unlace his size 10 leather shoes and hurl them at the bewildered Pakistani leader.

There are several problems with this man’s story that any junior reporter should be able to pick up on. First is the shoe size. Perhaps it is mere coincidence that Mr Shamim Khan reports that he threw a “size 10 leather shoe”, which is the exact same description of what was thrown at Mr Bush two years ago.

But Mr Shamim Khan’s claim that his action was “spontaneous” is even less reliable when it is learned, as reported by The News, that Mr Shamim Khan “managed to sneak into the invite-only political rally”. Was this really a spontaneous act? Or a carefully planned bit of political theatre?

There are several signs that perhaps it was the latter.

The day after the alleged incident, The Nation reported, an Internet game appeared encouraging people to throw the shoe at the president. What The Nation failed to ask, though, is how this game was created and distributed so quickly after the incident unless it was prepared before the incident even happened? And if the game was already in the works, how could Mr Shamim Khan’s act really have been spontaneous?

That’s not the only troubling aspect of this entire episode. Writing for the popular blog All Things Pakistan, Adil Najam reports that almost immediately after the alleged incident, someone began circulating fake photographs of the incident on media email lists.

And now there is the fiasco about the shoe hurling. It is still not clear what really happened. But the fuss created around it is huge. As is the embarrassment: not just for Mr. Zardari, but for Pakistan itself. If ever there was need for proof that we are all purveyors of tamashbeen politics, this is it. Within hours of the news a clearly fake ‘picture’ was being touted by a supposed ‘journalist’ on a media email list. Indeed, the supposed photo of Mr. Zardari being hit by a shoe was so clearly and nauseatingly a fake that one had to wonder about the deprivation of the mind which would even offer it in this age of the magic of Photoshop.

Adil goes on to offer a scathing criticism of Pakistan’s media which has been all too quick to report rumours and unsubstantiated claims around the alleged shoe throwing without doing the slightest bit of actual research.

But at some point one also starts getting tired of the relentless badgering by some in the mainstream media. Government actions, such as the reported closure of GEO and ARY in certain areas, are to be condemned and condemned unequivocally. But those in the mainstream media need to realize that even as they create public opinion, the media is itself being judged by public opinion. The line between news and entertainment has long been erased as has been the line between fact and opinion. Now we find ourselves trespassing into the realm of slander.

As one of the institutional that many Pakistanis – including this Pakistani – has been proud of in recent years, this slide is disturbing to watch. Vigilance and transparency for those in power – as for example on the fake degrees issue – is the media’s duty. But ultimately the media will be judged – within Pakistan and abroad – for its sense of balance and fairplay. A sense of media integrity is a precious commodity for any society. A society as precarious as Pakistan’s can ill-afford the embarrassment of that integrity being questioned.

As for shoe-hurling as a means of political commentary, there are still too many things that we do not know about the incident (including the government insisting that it never even happened).

If there are still so many unanswered questions, another question must be asked – Who is behind this, and what are their motives? In fact, certain media companies have been quick to re-frame the story from one of political protest to one of tension between “the media” and the government, with “the media” being the victim.

The News, which has been severely criticised for anti-government political bias, wrote 25 percent of its “Top Stories” accusing the government of targeting Jang Group and Geo (The News is part of this same Jang media empire) – the same as about the floods which have affected millions of citizens.

In effect, Jang Group appears to be using the claim of alleged “shoe throwing” as a means to create the perception of a more general “media vs. government” tension. This has resulted in the Minister of State for Information and Broadcasting, Syed Sumsam Ali Bukhari, issuing a statement assuring everyone that the government will not impose curbs on the media.

The reaction from certain sections of the media is both disappointing and deeply troubling. Whether or not someone threw a shoe at the president should be easily confirmed or denied. If the media cannot provide actual evidence beyond the claims of political operatives, it should not report the incident as having actually happened. What is more disturbing, though, is that these same news organizations continue to fail to provide answers to obvious questions about Mr Shamim Khan’s claims and the timing of things like an Internet game and doctored photos that appear to be pre-planned before the supposed “spontaneous” incident occurred, and instead have begun attempting to create the perception of government crackdown on media freedoms, despite lack of evidence for such a claim.

Whatever happened – if anything – should be investigated and reported by the news media. But journalists and media organizations should not be involved in creating or advancing political theatre.