Political Campaigns and Social Media: The Lok Sabha Elections 2019
Authors: Chauhan Harsh 
Published: March 2024

Abstract: In the 2019 Indian Lok Sabha elections, political campaigns underwent a major transformation due to the widespread use of social media. This research examines the relationship between social media and political campaigns in the 2019 elections, emphasising important trends, challenges, and consequences. Over 900 million eligible voters participated in the 2019 elections, making it the largest democratic election in the world. Political parties and candidates realised the potential of social media platforms like Facebook, Twitter, Instagram, and WhatsApp to reach voters, influence public opinion, and garner support. The political parties across India, irrespective of national, state or local status, leveraged the social media platforms to their benefit and reaped the most out of their presence on social media. Major differences reflected through the use of social media to campaign and bolster respective parties' election agenda, spreading their words of promise of welfare for the citizens while trying to reach the farthest corner of the country. The larger use of the same could be seen in case of national parties like that of Bhartiya Janata Party (BJP) and Indian National Congress (INC), while they leveraged the use of social media to strengthen their presence amongst the voters, the smaller parties like the state parties and local parties used the social media but to limited extent as, in most of the cases the presence of the larger parties could be felt more. By using targeted advertising, data analysis, and engaging content, the political parties’ social media campaigns could effectively spread their message and connect with larger audiences. With impactful visuals, memorable slogans, and interactive content, the parties successfully promoted their message of welfare of the citizens, nationalism, growth, and cultural heritage, finding support among the voter base throughout India. The political parties in India, including national parties like Indian National Congress, Trinamool Congress faced challenges in competing with the ruling party's digital presence. Despite using social media for outreach, the opposition parties couldn't match the BJP's effective communication and failed to address issues like economic troubles, inequality, and unemployment. The 2019 election was also plagued by fake news, misinformation, and divisive content on social media, which threatened the electoral process. The unchecked spread of misinformation and sensationalist content on social media has intensified societal divisions, eroded trust, and lowered the calibre of public debate. This raises concerns about the detrimental effects of social media on democratic principles and institutions. The 2019 Lok Sabha elections highlight the urgent need for increased transparency, responsibility, and regulation in political campaigns on social media. Combating misinformation, protecting the fairness of elections, and promoting digital understanding are crucial for safeguarding the integrity of democratic processes and fostering informed voter participation.