SOCIAL MEDIA AND POLITICAL CAMPAIGN: STUDY OF THE ROLE OF SOCIAL MEDIA IN THE VOTING BEHAVIOUR IN ASSAM

---

Udipta Borah

Vol 17, No 12 ( 2022 )   |  Licensing: CC 4.0   |   Pg no: 3274-3277   |   Published on: 24-12-2022

---

Abstract
This paper is an attempt to study the role of social media in shaping and influencing the behaviour of people in elections especially in Assam. In a democratic country like India, Social media become an integral pervasive tool for political communication as well as election campaign. Social media platforms like Facebook, Twitter, Instagram, YouTube etc. has given new ways for political leaders as well as people to interact, share and express their views. These are becoming an easy medium to reach out to so many people at once and making more easy to direct involvement in political process. About 17% of Indian population are experiencing the changes brought by Social Media. In a State like Assam, social media platforms are widely used in political purpose as well as in political campaign. In such way, social media platforms have played a remarkable role in the voting behaviour of people.

Keywords:
Social Media, Voting Behaviour, Election Campaign, Political Communication

---

Download Full Article PDF