Abstract
Social media has significantly impacted the landscape of Indian electoral politics, transforming the dynamics of political campaigning and voter engagement. The adoption of platforms such as Facebook, Twitter, WhatsApp, and Instagram in Indian political campaigns represents a fundamental shift in how political messages are crafted and disseminated. The 2014, 2019, and 2024 general elections highlight the strategic role of these platforms in shaping electoral outcomes. The Bharatiya Janata Party (BJP), under the leadership of Prime Minister Narendra Modi, has employed social media not only as a tool for broadcasting campaign messages but also for creating interactive, data-driven strategies that personalize voter engagement. This paper examines the multifaceted impact of social media on Indian politics, including its influence on voter behaviour, campaign strategies, and public opinion. It explores both the empowering aspects of digital engagement and the challenges, such as misinformation, echo chambers, and algorithmic biases. The aim is to provide a comprehensive understanding of how social media has redefined political communication and its implications for democratic processes in India.
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