Examining the Role of Social Media in Shaping Voter Behaviour in Contemporary Electoral Politics
Mr. Neeraj A.V.¹, Sofiya Menachery², Bhumika Patil S, Abuzar Arif⁴
¹ Lecturer, Department of Multimedia and Mass Communication, Pillai College of Arts, Commerce and Science, New Panvel, India
² T.Y. B.A. Multimedia and Mass Communication Student, Department of Multimedia and Mass Communication, Pillai College of Arts, Commerce and Science, New Panvel, India
³ T.Y. B.A. Multimedia and Mass Communication Student, Department of Multimedia and Mass Communication, Pillai College of Arts, Commerce and Science, New Panvel, India
⁴ T.Y. B.A. Multimedia and Mass Communication Student, Department of Multimedia and Mass Communication, Pillai College of Arts, Commerce and Science, New Panvel, India
ABSTRACT: This study examines the gradual shift from traditional media, i.e., newspapers, radio, and TV, to social media platforms such as Facebook, X, and Instagram, as well as WhatsApp, and their role in shaping voter behavior. It explores exactly how platforms enable direct communication and connection between political leaders and the public, provide real- time engagement, help with targeted political advertising, and personalized messaging strategies. The research highlights key factors which influence voter behavior, including economic conditions and media exposure, while emphasizing the increasing role of microtargeting, emotional persuasion, influencer participation and visual political branding, Thes modern campaigns. Through case studies, the study demonstrates how social media enhances voter mobilization, while also contributing to political polarization and misinformation. Furthermore, the study comes to the conclusion that social media functions as a double-edged sword in modern democracies. Understanding this evolving digital landscape is crucial to know whether social media serves as a tool of democratic empowerment or political manipulation in the future of electoral politics.
Keywords: Politics, Social Media, Targeted Advertising, Democracy, Misinformation.
