Volume-XII, Issue-V, September 2026 |
AGP in the Digital Age: Social Media, Political Communication and Regional Identity Mondeep Kuli, Research Scholar, Dept. of Political Science, University of Science & Technology, Meghalaya, India Dr. Chandana Bhattacharjya, Assistant Professor, Dept. of Political Science, University of Science & Technology, Meghalaya, India |
Received: 15.09.2026 | Accepted: 19.09.2026 | Published Online: 30.09.2026 | Page No: 181-188 | ||||
DOI: 10.29032/ijhsss.vol.12.issue.05W.383 | |||||||
ABSTRACT | ||
With the rise of digital media, political communication, election campaigns and building political identities have greatly evolved. For a region like Assam which has seen a rise of regionalism and identity politics, the increased presence of social media can provide regional political parties new means of communication and organisation to connect with the general populace. This article attempts to explore the shifting nature of the political communication of the Asom Gana Parishad (AGP). It looks at the ways in which the digital age and social media have enabled the political party to build and project its identity in relation to its regional identity, appeal to youth voters and campaign. The article focuses on the changing role of the political communication of AGP and its changing relevance in the overall context of Assamese politics and media. Adopting a qualitative and analytical method, the article uses secondary resources, academic articles, election related literature, media resources, and online articles as sources of data collection to argue that social media provides an alternate political space for AGP to promote its regional identity and historical ties to the Assam Movement and target younger voters. However, it argues that in Assam, the traditional modes of political communication still hold importance and do not get overshadowed by the digital space. The article further argues that rather than just focusing on increasing visibility in the digital sphere, AGP must leverage its regional identity to reshape its relevance in contemporary Assamese politics. The study concludes that for AGP, digital media can supplement its role as a regional political party, but organisational rejuvenation and focus is needed to reinvigorate its campaign and build a contemporary relevance based on its regional identity. | ||
Keywords: Asom Gana Parishad, regionalism, social media, political communication, regional identity, electoral politics |