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IJSTR >> Volume 9 - Issue 4, April 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Social Media - A New Digital Power To Influence Voters

[Full Text]



Ankit Kashyap, Dr. Mehak Jonjua



Social Media, Digital Power, Voters, Political Mobilization, Elections, Political Communication, Image Management



A significant role is played by media in any democratic setup by informing audiences about the agendas and ideologies of different political parties and outfits. Apart from being watchdog of the society and informing people about the use of political power by politicians, media also establishes the image of the political parties. The political campaigns in different forms of media like print, electronic and internet helped in shaping opinion of the people. The influence of social media is increasing leaps and bounds and the information reaches to the desired population. With every new general and legislative assembly elections, there will be more number of youth populations than before and social media will be the tool to reach out to the younger population. Social media apart from being the important tool in the field of communication technologies also helps in connecting to the audience on more frequent basis. The social media can actually help politicians to reinforce their ideologies and agendas by increasing their presence. Social media helps in maximum participation at reduced cost and hence more impact as compared to traditional media. This paper studies the use of social media by political parties and subsequent impact in the minds of the voters. The paper took into consideration how political parties promote their messages and their own image among their supporters and other peoples in social media. The paper also aims to find how people perceive political discussion and campaigns on social media. The paper aims to conduct survey questionnaire from a sample of 500 respondents in Delhi NCR region. The social media has helped in bridging gaps between individual and society. It acts as horizontal media of communication providing benefits of participatory democracy in the current scenario. This paper will help in knowing the impact of social media in the upcoming elections. The paper will also analyze the extent to which social media is used for political communication.



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