Social media revolutionises election campaigns

In the past, election campaigns relied heavily on physical tools like party flags, banners, and campaign chariots, but with the dawn of social media, a seismic shift has occurred in the strategies employed by political parties. While traditional methods still hold sway, the digital realm has become a battleground for garnering voter attention and support. Gone are the days of spending lakhs on physical campaign materials. Today, parties recognise the importance of technology in influencing voters. This dual approach sees major parties engaging in both traditional campaigning and leveraging the power of social media platforms such as Twitter, Facebook, Instagram, Telegram, and WhatsApp.
The ubiquity of smartphones has democratised access to social media, with 95 percent of the population owning a device capable of accessing these platforms. Even those unfamiliar with English are navigating these digital spaces, facilitated by the availability of social media features on basic phone models. Political candidates now utilise detailed voter databases to target individuals directly through messaging apps and social media accounts. Specialised teams are employed to craft and disseminate tailored content, ranging from videos highlighting candidate strengths to critiques of opponents’ weaknesses.
The sheer volume of content circulating on social media is staggering. From WhatsApp groups boasting thousands of members to leaders with extensive followings on various platforms, information flows ceaselessly, often blurring the lines between truth and falsehood.