Assistant Professor, Department of Political Science, Kanya Mahavidyalaya Arya Samaj Bhoor, Bareilly, Mahatama Jyotibha Phule Rohilkhand University.
JournalRVIMJ
Volume / Issue1 / 5
Pages82–90
Published13 Dec 2024
Paper IDRVIMJ15D240012
Views / Downloads1 / 1
Article summary
Abstract
This study examines the growing role of social media in shaping electoral politics in
India, with a focus on recent general elections, particularly 2014 and 2019. It explores
how platforms such as WhatsApp, Facebook, Twitter, YouTube, and Instagram influence
political communication, voter awareness, and campaign strategies. The research
identifies four key mechanisms through which social media affect elections: information
dissemination, opinion formation, political mobilization, and the influence of online
communities. The findings suggest that social media has significantly increased voter
awareness; reduced information gaps, and enabled direct interaction between political
leaders and citizens. At the same time, it has facilitated rapid spread of misinformation,
intensified political polarization, and raised concerns regarding data privacy and
algorithmic bias. Case studies from recent elections highlight how political parties
leveraged digital tools for targeted campaigning, fundraising, and voter engagement.
The study concludes that while social media has strengthened democratic participation
by expanding access to political information, it also presents regulatory and ethical
challenges that must be addressed to ensure free and fair elections in India.
Keywords
Social MediaIndian ElectionsVoter BehaviourPolitical
CommunicationDigital CampaigningMisinformationElection CommissionOnline
MobilizationDemocracyPolitical Influence.
Citation record
How to cite this article
Nidhi Sonkar (2024). Role of Social Media in Indian Elections:
A Study of Recent Trends. Research Vidyapith International Multidisciplinary Journal, 1(5), 82–90. https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends
Nidhi Sonkar. “Role of Social Media in Indian Elections:
A Study of Recent Trends.” Research Vidyapith International Multidisciplinary Journal, vol. 1, no. 5, 2024, pp. 82–90. https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends
Nidhi Sonkar. “Role of Social Media in Indian Elections:
A Study of Recent Trends.” Research Vidyapith International Multidisciplinary Journal 1, no. 5 (2024): 82–90. https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends
Nidhi Sonkar (2024) ‘Role of Social Media in Indian Elections:
A Study of Recent Trends’, Research Vidyapith International Multidisciplinary Journal, 1(5), pp. 82–90. Available at: https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends.
Nidhi Sonkar, “Role of Social Media in Indian Elections:
A Study of Recent Trends,” Research Vidyapith International Multidisciplinary Journal, vol. 1, no. 5, pp. 82–90, 2024. https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends.
Nidhi Sonkar. Role of Social Media in Indian Elections:
A Study of Recent Trends. Research Vidyapith International Multidisciplinary Journal. 2024;1(5):82–90. https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends.
Nidhi Sonkar. Role of Social Media in Indian Elections:
A Study of Recent Trends. Research Vidyapith International Multidisciplinary Journal 2024, 1 (5), 82–90. https://www.researchvidyapith.com/article/rvimj15d240012/role-of-social-media-in-indian-elections-a-study-of-recent-trends.
The author(s) declare that no specific funding was received for this work.
Conflict of Interest
The author(s) declare that they have no conflicts of interest relevant to this work.
Ethical Approval
The author(s) declare that ethical approval was not applicable to this work.
Data Availability
The author(s) declare that data sharing is not applicable, as no datasets were generated or analysed for this work.
Author Contributions
All authors contributed to the conception, research, preparation, review and final approval of the manuscript and agree to be accountable for the accuracy and integrity of the work.
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