Facebook: A strategic instrument for political parties' electoral campaigning

Author(s)	Dr. Chander Shekhar
Country	India
Abstract	The youth's growing inclination for New Media-led political parties to exploit new media to persuade young voters. With this in mind, national political parties began to promote the election campaign agenda via New media in order to sway the favor of young voters. In the Indian context, the New Media election campaign wars started in 2014, but the general elections of 2019 saw the next wave of New Media campaigning. Almost all national parties have official Facebook accounts, through which they launched their election campaigns in 2024 general election of India. The current study focuses on how major political parties use Facebook to sway young voters in their favor via election campaign-related posts. The aim of this research was to investigate how young voters are influenced by election campaign posts on Facebook and what kind of propaganda tactics are employed to draw in young people. A qualitative content analysis of the official Facebook account of the oldest national political party i.e. Indian national congress and the ruling party the Bhartiya Janta Party were conducted.
Keywords	Facebook, National political parties, Youth, New media, General elections
Field	Sociology > Journalism / Media
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-04-10
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.41130
Short DOI	https://doi.org/g9fccg

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