Social media And Electoral Politics in India with Special Reference to X (formerly Twitter)

SANJU LAMA

doi:10.36948/ijfmr.2026.v08i02.71957

Social media And Electoral Politics in India with Special Reference to X (formerly Twitter)

Author(s)	Mr. SANJU LAMA
Country	India
Abstract	In this era of globalization, where digital interconnectedness has become an everyday phenomenon, with the rise and the usage of smartphones and social media, social media now has a huge influence over society and has become an effective tool for political communication. This study investigates the usage and the impact X (formerly Twitter) had on Indian electoral politics, particularly with the focus on its role in terms of managing political campaigns, public discourse, and ultimately shaping public opinion during the 2014 and 2019 general elections. Employing the theories of political communication for this study, such as agenda-setting, framing, and priming, the research attempts to analyze the strategies used by political leaders utilizing social media platforms such as X to engage directly with citizens and to promote narratives that ultimately led to their influence on electoral outcomes. The study highlights the Bhartiya Janta Party’s (BJP) innovative and strategic use of X during their election campaigns to promote development and governance themes, counter opposition narratives, and mobilize support through coordinated digital strategies, including mass tweeting campaigns and creating trending hashtags. And the finding reveals X and its dual nature of usage according to the background and intention of the users. Its duality as a platform that promotes democratic engagement but also as a tool for potential manipulation of public opinion. While it provides the space for direct communication, its misuse for spreading disinformation and also in shaping biased public opinion raises ethical concerns for a democratic dialogic space. The study therefore advocates for the need of media literacy, transparency, and critical evaluation of information to preserve this space and to stop its misuse for some political gain. By addressing these dynamics and issues, the research contributes to the evolving understanding of the relationship between social media and democracy in India.
Keywords	Keywords: Agenda-setting, framing, Indian elections, political communication, & social media.
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-31
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.71957

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Social media And Electoral Politics in India with Special Reference to X (formerly Twitter)

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