Role of Media Management and social media in Election Campaign in India: A Case Study of 2019 General Election

Abstract

The social media behemoths Facebook, Twitter, Google, and YouTube have become significant players in the national elections and state assembly elections in India. Social media has grown in importance as a campaigning tool in the Indian electoral system. These new media platforms are believed to play a key role in luring voters, particularly the new generation of young adults. Political parties and candidates can more quickly and efficiently reach a huge number of voters thanks to social media. Social media, as opposed to traditional media, enables politicians to actively communicate with potential voters. Social media enables political parties and candidates to communicate their values, objectives, and accomplishments with voters directly, giving them a sense of increased involvement in the election.
 Candidates may more easily track participation on social media and provide their supporters with a behind-the-scenes look at their campaign. The gathering of news that is most pertinent to important target audiences is also made easier by these new media platforms. Research is crucial because social media usage is on the rise and has been proved to be significant. The current study focuses on the usage and growth of social media in the political sphere and how it affects public participation in politics and society at large. The study will first look at the growth of social media as a voter outreach tool.