Paper Details

Social media has emerged as a revolutionary element in Indian politics, fundamentally altering the ways in which political leaders, parties, and citizens interact within democratic systems. This research investigates the effect of social media on electoral campaigns, voter engagement, opinion shaping, and governance. Platforms such as Facebook, Twitter, Instagram, YouTube, and WhatsApp have become vital instruments for political communication, empowering leaders to connect directly with the electorate and sway public narratives. The study emphasizes how targeted online campaigns, trending hashtags, and digital activism have led to heightened political involvement, particularly among youth and first-time voters. Furthermore, it analyses the contribution of social media to the propagation of misinformation, political division, and digital propaganda, prompting concerns regarding ethical and regulatory obstacles. The results indicate that while social media boosts political participation and transparency, its uncontrolled impact and vulnerability to ‘false information present threats to democratic integrity. The research concludes with suggestions for responsible social media practices, verification systems, and policy frameworks to promote a balanced and informed political dialogue in India.

Social Media, Indian Politics, Political Campaigns, Voter Engagement, Public Opinion, Digital Propaganda, Misinformation, Political Participation, Online Activism, Electoral Influence.