Role of Social Media in General Elections 2024 in India

Year : 2025 | Volume : 02 | Issue : 02 | Page : 50 60
    By

    Pradeep Sen,

  • Ranjana Mishra,

  1. Research Scholar, Department of Political Science, Rani Durgawati University, Jabalpur, Madhya Pradesh, India
  2. OSD, Department of Higher Education, Office of Additional Director, Jabalpur, Madhya Pradesh, India

Abstract

The role of social media in the 2024 general elections in India is poised to be a transformative force, significantly impacting political communication, voter engagement, and campaign strategies. With nearly one-third of the electorate having consistent access to social media, this election marks a critical juncture in Indian democracy, reflecting the rapid evolution of digital platforms as vital tools for political outreach and discourse. This shift follows a historical trajectory where social media began influencing electoral processes during the 2014 Lok Sabha elections, leading to what has been termed India’s first “social media election.” As parties increasingly harness these platforms, they face both opportunities and challenges, including the prevalence of misinformation, ethical considerations in digital marketing, and the need for responsible engagement to uphold democratic integrity. Political parties, including the Bharatiya Janata Party (BJP) and the Indian National Congress (INC), have adopted diverse strategies to engage with a wide array of voters, utilizing platforms such as Facebook, Twitter, Instagram, and Whatsapp. The use of targeted advertising, grassroots digital campaigns, and real-time voter interactions has enabled parties to connect with underrepresented demographics, notably youth and rural voters. However, the rapid spread of misinformation, particularly through messaging applications like WhatsApp, poses significant risks, complicating the electoral landscape and influencing public opinion on key issues. As the elections approach, the discourse surrounding the ethical implications of social media usage has intensified. Concerns about data privacy, the authenticity of influencer-driven marketing, and the effectiveness of self regulatory measures highlight the need for transparent practices in political campaigning. Furthermore, the digital public sphere has raised questions about the fragmentation of political discourse, where echo chambers may lead to polarization and the erosion of rational critical discussion among citizens, as envisioned in Jürgen Habermas’s concept of the public sphere. The 2024 general elections in India signify a pivotal moment for the integration of social media into political processes, underscoring both its potential to enhance democratic engagement and the imperative to navigate the associated risks responsibly. As political parties refine their strategies in this evolving landscape, the implications for voter turnout, public trust, and the integrity of the electoral process remain crucial considerations in shaping the future of Indian democracy

Keywords: Social media, media strategies, digital campaigning, voter engagement, political message, assembly election, marginalized group, influence of peer networks, social media’s impact, grassroots mobilization, dissemination of influence, misinformation, democracy, regulation, informed engagement

[This article belongs to Recent Trends in Social Studies ]

How to cite this article:
Pradeep Sen, Ranjana Mishra. Role of Social Media in General Elections 2024 in India. Recent Trends in Social Studies. 2025; 02(02):50-60.
How to cite this URL:
Pradeep Sen, Ranjana Mishra. Role of Social Media in General Elections 2024 in India. Recent Trends in Social Studies. 2025; 02(02):50-60. Available from: https://journals.stmjournals.com/rtss/article=2025/view=235716


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Regular Issue Subscription Original Research
Volume 02
Issue 02
Received 25/06/2025
Accepted 09/07/2025
Published 04/12/2025
Publication Time 162 Days
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