Impact of Social Media on Electionsin India – An Overview

Abstract

The rise of the internet, along with the evolution of Information and Communication Technology (ICT) and Web 2.0, has revolutionized political communication worldwide. In India, social media has dramatically transformed how political parties engage with voters, especially during elections. This paper explores the impact of social media on India's Lok Sabha and assembly elections, focusing on its role in shaping political campaigns, enhancing voter engagement, and influencing outcomes. By analysing key elections, including the 2014 and 2019 Lok Sabha elections and various state assembly elections, the paper highlights how political parties like the Bharatiya
Janata Party (BJP) and Congress have strategically used social media.The study also examines the extensive use of social media in assembly elections held during the COVID-19 pandemic, which forced political parties to rely on virtual campaigning due to restrictions on physical rallies.