Digitizing fear: Identity, threat and collective mobilization through social media posts during the 2021 election campaigns in West Bengal, India

Political campaigns widely use fear speech to appraise historically salient identity-based differences and mobilize voters. Despite ample literature to support fear speech's effectiveness in mobilizing collective violence, empirical evidence exploring its nuances and mechanisms in electoral contexts is limited. The current study examines online fear speech used by competing political candidates in the pre-electoral period during the 2021 State Assembly Elections in West Bengal, India. Using qualitative content analysis, we coded 391 publicly available Facebook posts on the group and personal accounts of the candidates, during the 3 weeks leading up to the elections. The analysis focused on the types and intensity of fear speech, its use across constituencies and party candidates, and how existing communal and partisan threats were appraised using fear speech. Findings highlight the strategic use of violent vs. non-violent fear speech representing the socio-political history of the context and the cultural values represented by each party, and the affordances of social media as a platform for political and electoral campaigning and collective mobilization.