Proceedings of the 7th International Conference on Advanced Research in Social Sciences
Year: 2024
DOI:
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The Changing Face: The Role of Social Media in Political Campaigning
Krishnaiah K
ABSTRACT:
The growth and improved usage of social media has replaced the way people interact and communicate daily. Social media allows all kinds of people like individuals, groups, or organizations to establish a social network system of friends and followers. In the field of politics, this is an attempt to find out the role of social media in election campaigning in India with special reference to General Elections 2014-2019. In a democratic country like India, social media has become an integral part of political communications during election campaigning. This new way of campaigning during elections plays an important role to attract voters. Social media has given new platforms such as Facebook, Twitter, Google+, What Sapp, YouTube, Instagram, etc. to the political parties and the voters, these are becoming an easy tool for the political leaders to approach and communicate with their voters. Social media permits candidates to share, post, comment, and their views during elections and making them more direct participation to their voters. These new tools or platforms seem a new area for research. Firstly, to find out the term of social media, secondly, the general meaning of political campaigning, thirdly, uses of social media in Indian election campaigning with reference to previous General Elections and lastly conclusions.
keywords: Social media, election campaigning, political communications, Social Networks, voters, General Elections