The Role of Electronic Social Media in Electoral Campaigning of Indian General Elections 2014

Authors

  • Md Faiz Ahmad School of Management Studies, University of Hyderabad, Hyderabad, Telangana, India
  • DV Srinivas Kumar School of Management Studies, University of Hyderabad, Hyderabad, Telangana, India

DOI:

https://doi.org/10.37591/joprm.v5i3.7190

Keywords:

Social media, traditional media, social network, Indian politics, political participation

Abstract

Internet and digital technologies have revolutionized communication. With the increasing proliferation of internet, electronic social media is emerging as a potential tool for communication. It provides direct channel for communicating, connecting and engaging with public. Social media offers innovative opportunities for political leaders, institutions and the public to interact in a two way communication process with each other. It is becoming increasingly popular with politicians and their organizations as a means to spread political messages learn about the interests and needs of constituents and the voter, raise funds, and build networks of support. The Barack Obama campaign in 2008 US Presidential election proved that social media is an effective and efficient tool to reach the voters. The conventional campaigning strategies of political parties were centered on public rallies, print media, television and radio advertising. But the rise in the users of Internet, computers and smart phones in the past few years has prompted political parties to look at the potential of the online medium. The Indian general elections of 2014 will be remembered for their massive numbers. It is a milestone in Indian election history as the number of voters involved in voting was around 814.5 million as per the election commission of India. It is estimated that there are 350 million internet users in India out of the overall population of 1.2 billion people and the users of internet are growing. An analysis of secondary data reveals that Modi has 14.3 million fans, the fastest growing number on Facebook and 4 million followers on Twitter, the micro blogging site. A record breaking 66.40% voter turn-out this year makes the election the largest ever. According to social networking giant Facebook, 29 million people in India have made 227 million interactions through posts, comments, shares, and likes about the elections from the day they were announced. In the globally wireless connected world, the power of electronic social media is bound to increase. This paper attempts to discuss the role of digital communication in electoral campaigning during the general elections of 2014.

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Published

2023-07-27

Issue

Vol. 5 No. 3 (2015)

Section

Articles

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