Role Of Social Media In Indian Politics: A Game Changer For Political Parties

Abstract

Social media is one of the most significant and useful instruments for mass communication available today. The sophisticated communication technology of the twenty-first century has commoditized all aspects of society. Social media has become an indispensable part of modern life, particularly in the political sphere. It is essential to the public's active engagement in politics. It has long been acknowledged that the free media is essential to democracy and that it has a significant impact on election results. The use of social media as a platform for various sorts of political activism has expanded quickly. Twitter, Facebook, and Youtube are just a few of the social media sites that provide fresh approaches to "stimulate citizens' engagement in political life where elections and electoral campaigns have crucial role. Traditional media was a major factor in raising public awareness in the past, but social media eventually emerged as a powerful marketing tool that not only raised public awareness but also attracted new customers. There's a growing trend of politicians using it. Social media allows politicians and parties to communicate directly with their constituents. Political parties and candidates can engage and communicate with the public directly by using social networking platforms. Furthermore, social media platforms give voters a voice and a venue to express their thoughts. The sharing of the communication related to the party manifestos, ongoing political speeches, exchange of videos related to political issues and mudslinging among the politicians may lead to serious discussions in social media. In the elections youth participation creates the awareness about the importance of voting in democracy through Electronic Media.