Media has traditionally been regarded as the “fourth pillar of democracy” because it shapes public opinion, ensures transparency, and promotes political awareness. With rapid digitalization, social media platforms have significantly transformed electoral communication, campaigning strategies, and voter behavior. This study analyzes the role of traditional media and social media in India’s electoral process using research methodology tools such as surveys, descriptive analysis, and secondary data interpretation. The findings reveal that while media enhances democratic participation, challenges like misinformation, paid news, and digital manipulation pose serious threats to free and fair elections.
Prof.(Dr.) Deepak Shivlingrao Phulari (Tue,) studied this question.