The Impact Of Social Media Influences On Indian Politics And Future Elections: A Contemporary Analysis Of Democratic Discourse, Public Opinion Formation And Electoral Behaviour

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Kapil Jain, Bhagwant University, Ajmer

Dr. Antima Baldwa, Bhagwant University, Ajmer

ABSTRACT

The rapid growth of social media has changed the way politics is communicated and understood in India. Social media influencers have become important sources of political information, especially for young people who spend a significant amount of time on digital platforms. This article examines the impact of social media influencers on Indian politics and future elections by exploring their role in shaping democratic discourse, influencing public opinion, and affecting electoral behaviour. It discusses how influencers use platforms such as YouTube, Instagram, X (formerly Twitter), and Facebook to share political opinions, campaign messages, and public awareness content. While these platforms encourage greater political participation and provide citizens with easier access to information, they also create challenges such as misinformation, political bias, fake news, and the spread of emotionally driven content. The article highlights how political parties increasingly collaborate with influences to reach wider audiences and connect with first-time voters through personalized and engaging communication. It also examines the ethical and regulatory concerns related to transparency, accountability, and the responsible use of digital influence during election campaigns. Using a contemporary and analytical approach, the study explores both the positive and negative effects of influencer-driven political communication on democratic values and voter decision-making in India. The findings suggest that social media influencers have become influential actors in the political landscape, with the ability to shape public narratives and electoral choices. However, there growing influence also emphasizes the need for stronger digital literacy, responsible content creation, and effective regulatory frameworks to ensure that social media supports informed, fair, and democratic electoral processes in the future.

Keywords: Social Media Influencers, Indian Politics, Democratic Discourse, Public Opinion Formation, Electoral Behaviour.

682. THE IMPACT OF SOCIAL MEDIA INFLUENCES ON INDIAN POLITICS AND FUTURE ELECTIONS- A CONT

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