Social Media and Election campaigning in India: Insights from the Assam Assembly Elections

Abstract

Social media, a defining innovation of the 21st century, has become a vital medium for individuals to share, interact, and voice their perspectives on a global scale. Its rise has made cross border communication more accessible than ever before. One significant development in recent years is the widespread adoption of social media for political campaigning, a trend now seen worldwide. Political parties and leaders across the globe increasingly rely on platforms like Facebook, Twitter, and YouTube to connect with voters more directly and efficiently. They frequently post updates, photos, and videos to engage with the public and boost visibility. In India, like other democratic nations, social media has become an essential part of political outreach and election campaigns. The country currently ranks third globally in terms of social media usage. Assam, a state in northeastern India, is witnessing a growing voter base with women now outnumbering men and record levels of youth participation. In response, political parties need to shift toward a digital-first approach in their campaigns. This paper thus aims to explore the role of social media in election campaigning in India, with a particular focus on its impact in the state of Assam.