Abstract
The role of social media during 16th Lok Sabha elections has led to several insights in the manner in which the youth of today is consuming political news. Several social media platforms have played a significant role in voting behaviour. Social media platform acted as a game changer and a catalyst in wooing young voters and influencing their opinion. While Internet users grew 7% in Urban India reaching 315 million users in 2018, digital adoption is now being propelled by rural India, registering a 35% growth in Internet users over the past year. Also, there have come a general perception that television will play a lesser role in this upcoming election and digital media will play a never before seen influence on voters. This research examines the behaviour of youth in India and examines the level of influence by social media in casting their vote in Lok Sabha elections. Whether social media can be a game changer or an influencer. These findings will be carried out by this research work.
Highlights
With the advent of Social media definition of expression of thoughts has profoundly changed for the masses and new era of expression is emerging with the dawn of social media
Perception of people has eventually transformed for social media earlier social media was only considered as a new technology medium but with changing times social media is considered as the medium of information but it is measured as reliable medium of information [1]
Social media brought change in every domain and astoundingly politics was not untouched by its magnetism and splendour. 16th Lok Sabha elections witnessed the upsurge of social media and were underway very different from all the previous elections
Summary
The role of social media during 16th Lok Sabha elections has led to several insights in the manner in which the youth of today is consuming political news. Several social media platforms have played a significant role in voting behaviour. Social media platform acted as a game changer and a catalyst in wooing young voters and influencing their opinion. There have come a general perception that television will play a lesser role in this upcoming election and digital media will play a never before seen influence on voters. This research examines the behaviour of youth in India and examines the level of influence by social media in casting their vote in Lok Sabha elections. Whether social media can be a game changer or an influencer These findings will be carried out by this research work
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