Vijaykumar Meti

Ph.D ResearcherDepartment of Journalism & Mass CommunicationGulbarga University, Kalaburagi – 585106

Paper Presented on 22-23 January 2015, in National Seminar on Media in Contemporary World,

organised by Dept. of Journalism & Mass Communication, Mangalore University, Mangalagangothri.

Introduction

Social media is developing an opportunities for connecting people and managing

relationship who are actively using this new medium.

Social media was a popular word in 2014’s Indian parliament election. It allowed

politicians and political parties a method to connect directly with people across the

country.

It is undoubtedly true that social media has transformed politics in India and globally

and influencing the ways in which politicians engage the public.

Introduction

For over a decade politicians have taken the web in an attempt to better reach

voters in our new media society.

At first it was the use of static webpage to promote: campaign goals, promises and

information.

As social media or the social networking sites (SNS) began to rise in popularity

during mid-2000’s, campaigns have began in an earnest attempting to harness their

power to reach more voters.

Social Media & Politics: A Glance

The 2008 U.S. presidential election was the benchmark

as the first election to fully grasp the power and reach

of the SNS’s to impact voters.

The U.S. President, Barack Obama’s campaign used

Facebook and Twitter in an exceptional ways to reach

out the young voters.

It worked, allowing him to win the votes nearly 70

percent of voters that were under 25 years old.

Social Media & Public Sphere

Social media is also facilitating a new way by which people are able to search and

share information and increasing their awareness.

It played a vital role in converting street movements into large cities of Romania in

2012

In the same passion during anti-corruption movement in 2012, social activists used

social media to connect people in India.

In the same way, social media has made it incredibly easy for a wide range political

parties, social activist, individual leaders to communicate with their audience and to

call them either to protest, or to vote .

Social Media And Its Uses In India

The use of social media by Indians was first highlighted during the 2008 Mumbai

attacks when information shared through Twitter and Flickr between Indians and the

outside.

The second mass use of social media in India was the May 2009 national elections,

when, for the first time, online voter registration and transparency campaigns

started, where first time political parties tried to reach out to voters through social

networking websites.

In 2013-14 political parties like Bharatiya Janta Party, Indian National Congress,

Samajwadi Party etc., used social media for connecting voters.

Social Media And Its Uses In India

Currently, political parties are increasingly embracing social media to encourage

people.

It is really a long leap from the times when politicians were relied mainly on posters,

cardboard, cut-outs, graffiti, banners and personal canvassing to win over voters.

Among major political parties in India, BJP has the biggest charisma in social media.

BJP started using the social media even before 2009 general election, which it lost.

But in recent years, it has dig deeper into social media.

Functions of Social Media as a New Tool in Election

Politicians promote their controlled speech and present their point of view without

being interrupted by journalists or by media format limitation.

Social media has given privilege for politicians to post a presumptive political

agenda.

By means of social media, political parties or politicians can mobilize public and

invites them to participate in discussion on some issues of public interest.

By using the social media tools, politicians and political parties interacts apparently

with more efficiently with their supporters, beyond institutional and bureaucratic

rigors.

Social Media as a Promotion Tool for Political Campaigning

Engaging People Through Social Media Tool

Information Sharing

Balance Between Traditional & Internet

Convey Messages Through Videos

Branding

Conclusion

It is clear that social media has an effect in regards to elections. It is becoming one

of the primary sources used by voters to gather information on each of the

candidates.

It is expected for a candidate to have at least some presence on at least one of the

major social networking sites.

To reach the public instantly, most of the politicians maintain Facebook and Twitter

accounts. Prominent political leaders like Narendra Modi, Rahul Gandi and Arvind

Kejrival etc., are managing their accounts on daily or weekly basis.

Conclusion

Social media facilitating two way communication through which voter react on

political leader statements and put forward their messages and thoughts.

Social media has some disadvantages too. For example, few political leaders

illegally purchase liking on SNS. Fraud information on SNS also misguide the voters

and influences their decision making to vote.

Due to lack of trained person for handling social media in India, misuse of social

media is a challenge for government.

Thank You

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