Digital Democracy in India: Social Media, Political Communication, and the Transformation of Electoral Mobilization

Key Points

• The study aims to understand how social media influences political communication and helps mobilize voters during elections in India.
• Utilized a mixed-method approach
• Conducted case studies of the 2014 and 2019 Lok Sabha elections
• Analyzed digital campaign strategies and voter engagement
• Explored misinformation dynamics and risks from AI-generated content
• Social media significantly transformed electoral mobilization strategies.
• Voter engagement levels increased due to targeted digital campaigns.
• Misinformation dissemination became a notable challenge, impacting voter decision-making.
• Emerging risks related to AI-generated content raised concerns for electoral integrity.