Campaigns, Digital Media, and Mobilization in India

Abstract

Early research in western contexts finds evidence of online participation leading to political engagement. We test this hypothesis in a nonwestern campaign context. We discuss India’s complex “hybrid media system,” political parties, leaders, and issues in the 2014 national election that saw more use of digital information channels by all parties, and more so by the opposition Bharatiya Janata Party (BJP) and the young Aam Aadmi Party (AAP) than the incumbent Indian National Congress (INC). We hypothesize that online engagement and, specifically, sharing of campaign information is a significant predictor of political engagement in the campaigns of each of these three parties. Our dependent variable is a scale of engagement in campaign activities. Independent variables include campaign interest, issue salience, exposure to outdoor party publicity, attention to political information in various traditional media, party contact and sharing information with others (both measured face-to-face and electronically), and controlling for age, gender, and education. Our models, based on survey data from Delhi, Bengaluru, and Mumbai, show that party contact, sharing campaign information, and campaign interest are significant predictors of engagement while the other items vary in terms of significance.