Volume-XII, Issue-II, March 2026 |
Algorithm in Action: How Social Media Influences Political Communication in India Jorjis Ali, Independent Research Scholar, Coochbehar, West Bengal, India |
Received: 12.03.2026 | Accepted: 19.03.2026 | Published Online: 31.03.2026 | Page No: | ||||
DOI: 10.29032/ijhsss.vol.12.issue.02W. | |||||||
ABSTRACT | ||
This article explores the transformative role of social media platforms in influencing political communication within the Indian democratic setting. By tracing the evolution of political messaging from ancient oratory to modern digital platforms, the study highlights a significant paradigm shift toward direct, data-driven, algorithm-based engagement. By focusing extensively on the 2024 General Election, the article provides a comparative analysis of the digital strategies employed by the Bharatiya Janata Party (BJP) and the Indian National Congress (INC). Key findings reveal a “war of capital and data”, characterized by the saturation of low-cost ads, micro-targeting of local constituencies, and the rise of short-form video content such as YouTube Shorts and Instagram Reels. Furthermore, the paper explores the emergence of AI-powered analytics, the influence of third-party political influencers, and the increasing professionalization of campaigning through political consulting firms. While social media has empowered grassroots activism and direct leader-to-voter communication, it also presents critical challenges, including the violation of campaign “silent periods” and the proliferation of AI-generated misinformation. The study concludes by projecting future trends, such as the rise of regional social platforms and the necessity for stricter digital regulations and digitally literate electorate to safeguard democratic integrity. | ||
Keywords: Algorithm, Election, Micro-targeting, Political Communication, social media. |