The increasing impact of social media and Political mobilization in India

Abstract

The role of wireless digital media and online social networking sites has drawn attention of the people who were not earlier involved in the discussion of politics and issues of national concerns. This study examines whether the online and wireless digital media have aided political mobilization in India more than traditional media in past. Emerging research gaps in political mobilization include the shift from apolitical to political activism, particularly through social media. Social media initially focused on social and environmental issues, now influences political views and policies. The study revolves around the impact and ideological influence of social media on the population. The paper discusses about how digital platform empowered the masses and sword for unheard voices, how people utilize social media to attain political discourse and issues. How online political communication is taking place these days. In a country like India, social media plays a crucial role in developing a democratic environment and keep the population informed, the research will examine the evolving role of social media in political campaigning and opportunities and challenges for parties in 2024 Lok Sabha elections. The paper aims to examine how people tend to consume political issues and respond on social media.