Abstract
In an unprecedented event, the current ruling party of India – the BJP - won the UP election in 2017 after 15 years of domination by the Congress. In 2016, when all the pollsters and pundits statistically analyzed the ongoing election for US Presidency and predicted a Hillary Clinton victory, they all got it wrong. While the results seem miraculous in the eyes of the experts, the careful strategy executed by the political campaigners of all these parties involved a unique process of market segmentation, but more importantly, an effective manipulation of social media that was strong enough to change voting behavior. In this research we conducted a study that mimicked a social media political campaign of three Indian political parties and measured the effect of positive and negative fake news on the voting intention of the Indian millennial. We submitted the participants to a series or positive or negative news – all fabricated – about 3 main Indian political figures, Rahul Gandhi, Arvind Kejriwal and Narendra Modi, while monitoring their subconscious emotional state. The results were stunning. We found that a mere 60 seconds was enough to heighten the participant emotional state and significantly alter participant perception and ratings about these politicians.
Highlights
While the results seem miraculous in the eyes of the experts, the careful strategy executed by the political campaigners of all these parties involved a unique process of market segmentation, but more importantly, an effective manipulation of social media that was strong enough to change voting behavior
A research by Pew Research found that 67% of American citizen get at least some news on social media, this number climb to 74% for the Nonwhites and the less educated a 10-points percentage increase since 2016 (Bialik & Matsa, 2017)
This study investigates the effect of negative news on social media on the beliefs of the individual
Summary
There are few theories, such as the directional theory of electoral choice, proximity model and the spatial theory which analyze choices in elections (Yuksel, Civan & Gundogan, 2011). The attack ads have proven to have more potential to shape the minds of the voters with regards to their view of the opposition Both kinds of ads have been transmitted to the public through print and Television media. A research by Pew Research found that 67% of American citizen get at least some news on social media, this number climb to 74% for the Nonwhites and the less educated a 10-points percentage increase since 2016 (Bialik & Matsa, 2017) This was the first time that more than half of the voter population used to internet to access the political process during the election. The voting behavior of the Indian Millennial involves the following factors: negative news on social media, beliefs, evaluations, attitudes and voting decisions. Negative Marketing in Political Campaigns and Its Effect on the Voting Decision of the
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