The Use Of Social Media In Indian Elections: An Overview

ABSTRACT

This paper studies the use of social media in the Indian Lok Sabha and assembly elections. This study focuses on using social media in the 2014 and 2019 Lok Sabha elections and its impact on voters. Besides, the paper also discusses the extensive use of social media in last assembly elections held in different Indian states during the COVID-19 pandemic. The onset of the pandemic has forced politicians and political parties to turn to social media for virtual campaigning. This paper covers the role of social media in the assembly elections in UP, Uttarakhand, Punjab, Goa, West Bengal, and Kerala. In recent years, Indian politicians have significantly relied on social media for campaigning during elections. As a result of the COVID-19 pandemic and the Election Commission's temporary restriction on rallies, the use of social media in assembly elections grew considerably. This paper also highlights social media usage in the recent 2022 assembly elections in Gujarat and Himachal Pradesh.