Youth Votes and Digital Strategies: The Role of 'X' in Shaping India's 2024 General Election

Author(s)	Dr. Chander Shekhar
Country	India
Abstract	The 2024 Indian General Election saw an unprecedented reliance on social media, particularly "X" (formerly Twitter), as a strategic tool to influence young voters. This study employs qualitative content analysis to examine election campaign strategies used by the Bharatiya Janata Party (BJP) and the Indian National Congress (INC) on their official X handles. The research is based on 12 key parameters, including engagement formats, messaging themes, propaganda tactics, communication strategy and voter mobilization efforts. The findings reveal that both national parties actively leveraged X to shape youth political perceptions, amplify campaign narratives, and engage with first-time voters. The study highlights how digital political communication played a crucial role in shaping voter sentiment, with BJP and INC employing targeted strategies to maximize outreach and engagement. This research underscores the growing significance of new media in India’s electoral process and its implications for future political campaigns. The study reveals that both parties used X to shape youth opinions, engage first-time voters, and amplify political messaging.
Keywords	BJP, INC, X, National political parties, Youth, New media, General elections.
Field	Sociology > Journalism / Media
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-30
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.72685

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