POLITICAL BEHAVIOUR OF FIRST TIME VOTERS

CHAPTER 1

INTRODUCTION

1.1 Background and Context

Significance of First-Time Voters in Indian Democracy

India, which is the largest democracy in the world, has a significant number of people who are voting for the first time. First-time voters between the ages of 18 and 21 put a lot of energy into the voting process. According to the official statistics provided by the Election Commission of India, millions of individuals participate in their very first election. There was an increase in the number of young people who were able to engage in the process of creating the political future of the country after the 61st Constitutional Amendment Act of 1989 reduced the voting age from 21 to 18. People who fall under this group are frequently seen to be agents of change because of their willingness to question the status quo and their innovative ideas. In particularly tightly contested districts, their participation has the potential to affect the outcome of the election. When it comes to issues such as gender equality, climate change, education, and employment, first-time voters are more likely to be concerned, and they are less likely to be loyal to conventional political parties. A young and active population in a country as diverse as India has shifting priorities, and their participation reflects those shifting objectives. Influencer-driven marketing, digital rallies, and social media campaigns are some of the methods that political parties employ in order to communicate with this demographic due to the significance of this group.

Historical Trends in Youth Political Engagement

Youth political engagement in India has been a defining element of the nation’s history, evolving through distinct phases and adapting to societal and political changes. From the pre-independence era to the present day, young people have played a vital role in shaping India's political landscape. During the freedom movement, youth participation was particularly prominent, with many young leaders mobilising the masses and driving the struggle for independence. Figures like Bhagat Singh and Subhas Chandra Bose exemplified the spirit of active citizenship, inspiring generations with their dedication to the nation’s cause. Their leadership demonstrated how youth-led activism could redefine national identity and catalyse significant change, leaving an indelible mark on India’s political heritage. Post-independence, youth participation in politics experienced a shift as the nation transitioned into a democratic framework. The JP Movement, led by Jayaprakash Narayan during the Emergency period (1975–1977) marked a resurgence of youth activism. This movement, aimed at restoring democracy and combating authoritarianism, witnessed young people taking to the streets in large numbers, demanding political reform and accountability. The involvement of the youth during this period underscored their potential to challenge oppressive systems and act as catalysts for democratic renewal. The rebellion demonstrated the power of youth to influence political discourse, making it evident that their engagement was not only necessary but transformative.

The 1980s and 1990s saw youth participation expanding into broader narratives, focusing on economic reforms, caste-based discrimination, and social justice. During this time, student and youth organisations became key players in movements advocating for equitable representation and economic progress. The Mandal Commission protests and the subsequent debates around caste-based reservations highlighted the growing political consciousness among the youth, as well as their ability to mobilise and influence national policies. This era also saw the emergence of regional identity politics, with young voters increasingly aligning themselves with regional movements to assert their cultural and linguistic identities. Entering the 21st century, youth political engagement in India began to take on a more complex and issue-based character. The early 2000s marked a shift in focus toward concerns such as corruption, gender equality, and environmental sustainability. This period witnessed a departure from traditional political structures, with youth participation becoming more decentralised and digitally driven. Social media emerged as a powerful tool for political activism, providing a platform for young people to voice their opinions and mobilise around shared causes. Events such as Anna Hazare’s anti-corruption campaign in 2011 exemplified this trend, with significant youth involvement both online and offline. The campaign highlighted the role of digital technology in fostering political engagement, as platforms like Facebook and Twitter became central to organising protests and disseminating information.

The general elections of 2014 marked a significant milestone in youth political engagement, with a record number of first-time voters participating. This election symbolised a generational shift in political preferences, as young voters gravitated toward platforms promising transparency, economic growth, and technological advancement. The Bharatiya Janata Party’s (BJP) campaign, which heavily emphasised development and governance, resonated with the aspirations of the youth, particularly those in urban areas. The use of innovative campaign strategies, including social media outreach and targeted messaging, further reinforced the connection between political parties and young voters. Youth political engagement in contemporary India reflects a blend of traditional influences and modern dynamics. While issues of caste, religion, and regional identity continue to shape political behaviour, there is a noticeable shift toward issue-based politics. Concerns such as climate change, education, employment, and digital infrastructure are increasingly taking centre stage. Moreover, the digital revolution has amplified the voices of young voters, enabling them to engage in political discourse, hold leaders accountable, and demand policy changes in real time. However, challenges remain in sustaining and broadening youth political participation. Political apathy, disillusionment with traditional parties, and barriers to access in rural areas pose significant obstacles. Despite these challenges, the resilience and adaptability of Indian youth suggest that their role in shaping the nation’s democratic future will only grow stronger. By addressing these barriers and creating avenues for meaningful engagement, India can harness the energy and creativity of its young population to build a more inclusive and participatory democracy.

Current Political Landscape

Indian politics are undergoing a transformation as a result of digitalisation and the priorities of first-time voters. An entirely new generation of young voters who are better educated, more politically active, and more vociferous has emerged as a result of initiatives such as Digital India, which have made cell phones and inexpensive internet more accessible. There is a battle going on between political parties on WhatsApp, Instagram, Facebook, and Twitter in an effort to organise young people. It is now much simpler for first-time voters to conduct research on political platforms, candidates, and policies because of the proliferation of digital media. The thoughts, interactions, and internet activism of this new voting age have a significant impact on the political atmosphere. For example, youth-led movements such as #MainBhiChowkidar and #IndiaAgainstCorruption are examples of how online communities are influencing politics (Razak & Suaheb, 2024). A growing number of people are voting based on issues in this political atmosphere. First-time voters are increasingly supportive of development-oriented agendas, which are gaining ground over identity politics. This group places a high priority on the protection of women, the environment, the development of skills, and the provision of employment opportunities. When it comes to voting, personal issues are more influential than caste or religion for younger voters. This change is leading to an increase in the ideological variety among young people. Some people are conservative and place a high emphasis on tradition and patriotism, while others are liberal and place a high value on tolerance, equality, and their impact on the environment. This ideological variety, which reflects the demographic diversity of India, makes politics for young people more complicated. 

Young people have demonstrated that they are actively working to find solutions to contemporary issues through protests and grassroots initiatives. There were a significant number of first-time voters who participated in rallies against the Citizenship Amendment Act (CAA) and farmers' agitation. These events demonstrate that first-time voters are not content to merely observe elections; rather, they are prepared to voice their opinions on matters that they believe will have a significant impact on the nation (Debnath & Hazra, 2023). Due to these trends, political parties have altered their strategies in order to attract voters who are voting for the first time. There are several components that make up this, including youth-centred manifestos, skill-development programs, and youth leaders that attempt to connect generations. In the course of his campaign for the position of prime minister, Narendra Modi utilised holographic projections, social media, and rallies in order to connect with younger people. Local political parties have placed a high priority on youth participation due to the transformative power of young people. As a result of these enhancements, there are still some problems. It is difficult for first-time voters, particularly those living in rural regions, to overcome political education gaps, ignorance of the voting process, and power dynamics at the local level (Yudhy, 2023). Increasing political awareness and encouraging citizens to become involved in government are two ways that the state, schools, and nonprofit organisations can work together to tackle these difficulties.

1.2 Research Details

Research Aim and Objectives

The primary aim of this study is to investigate and analyse the political behaviour of first-time voters in India, focusing on their motivations, decision-making processes, and participation patterns. First-time voters are a significant demographic in shaping electoral outcomes, particularly in a democracy as vibrant and diverse as India. By examining the factors that influence their political behaviour, this study seeks to contribute to the broader understanding of youth political engagement in India.

The specific objectives of the research include:

1. Identifying the socio-economic, cultural, and technological factors that influence the political decisions of first-time voters.

2. Understanding the role of education, employment status, and urban-rural disparities in shaping voter behaviour.

3. Analysing the impact of digital media and social platforms on political preferences and participation.

4. Exploring how first-time voters perceive and respond to the promises and policies of political parties.

5. Investigating the variations in voter behaviour across regions, with a particular focus on key elections such as the 2014, 2019, and 2024 Lok Sabha elections.

   
   

The study should illuminate how first-time voters affect Indian elections. The study hypothesises that while caste and religion remain important, digital media campaigns and issue-based politics have grown among young voters. As India is diverse, it expects voting behaviour to vary by region and socioeconomic status.

Scope of the Study

The scope of this study has been precisely determined in order to guarantee that the analysis that is carried out is both focused and comprehensive throughout the entirety of the investigation. For the purpose of the research, the scope of the study to investigate first-time voters in India includes both urban and rural areas as part of its scope. India's linguistic, cultural, and socioeconomic diversity offers a plethora of information that may be exploited for the goal of researching the dynamics that are at play in electoral behaviour. This information can be leveraged for the purpose of gaining a better understanding of political conduct. The young adults (those between the ages of 18 and 21) who are participating in elections for the first time are the focus of the demographic focus areas that are being investigated in this study. They constitute a cohort that is in a state of perpetual evolution; their political engagement can be impacted by a combination of traditional societal influences and cutting-edge technology innovations; they are a group that is dynamic. In conducting our analysis, we took into consideration voters who came from a wide range of socioeconomic backgrounds, educational levels, and geographic locations. The reason for this is to guarantee that the depiction is as full as it can possibly be.Taking into consideration that the study covers crucial general elections in chronological sequence is an important point to keep in mind. Among these elections are the elections for the Lok Sabha that will take place in 2014, 2019, and 2024. Because of the impact that these elections would have on the political narrative in India and because they will show how voter behaviour is changing, we have made the decision to hold these elections. The goal of this study is to observe the progression of first-time voters' priorities, motives, and degrees of involvement throughout the course of time. This will be accomplished through an analysis of the data acquired from these election events.

Research Methodology

The purpose of this exploratory study is to investigate the ways in which first-time voters in India make political decisions by utilising secondary data. National Election Study (NES), Election Commission of India (ECI) publications, and CSDS studies are all examples of secondary data sources. In addition, we will utilise online campaigns, news reports, and social media analytics in order to gain an understanding of the behaviour of digital voters. Young people's engagement and political socialisation theories serve as the foundation for the analytical framework. Theories of political socialisation attempt to explain how communities, such as schools, families, friends, the media, and peers, influence individuals. Considering that first-time voters typically begin voting at the same time that they are gaining knowledge about politics and their own life experiences, this paradigm is helpful for comprehending first-time voters. Methods that are qualitative and quantitative are both included in analytical approaches. Literature, case studies, and narratives and patterns seen in the media will be the primary areas of concentration for qualitative analysis. The quantitative study will contain statistics on demographics, the percentage of voters who participated, and the outcomes of surveys. All things considered, the purpose of these methodologies is to shed light on the factors that influence first-time voters in India.

Significance of the Study

Both theoretical and practical implications of this study are important. Its academic goal is to fill gaps in the literature on India's youth's political behaviour. Instead of studying first-time voters as a powerful demographic, most studies have examined broad patterns or demographic subsets. The research hopes to add nuance to discussions about young people's political roles and voting habits by focusing on this subset. This study helps politicians and political practitioners understand first-time voters' goals and motivations. Political parties can create policies, campaigns, and outreach that resonate with young voters by understanding these factors. The results can also help policymakers understand how to increase youth democracy participation and overcome barriers like low political literacy or trouble registering to vote. The study also shows how first-time voters affect India's political and economic development, which has social implications. Policy and government operations can better reflect the country's youth when this group is involved.

1.3 Research Questions

The study is guided by the following key research questions:

1. What are the primary factors influencing the political behaviour of first-time voters in India?

2. How does digital media impact the political choices and engagement of first-time voters?

3. How do socio-cultural identities such as caste, religion, and gender shape the voting behaviour of first-time voters?

4. What regional variations exist in the political behaviour of first-time voters, and what factors contribute to these differences?

5. What lessons can be drawn from the engagement of first-time voters to enhance their participation in future elections?

CHAPTER 2

POLITICAL LANDSCAPE OF FIRST-TIME VOTERS IN INDIA

2.1 Demographics of First-Time Voters

Due to the enormous population of India and the powerful democratic history of the country, it is feasible to acquire a deeper understanding of the role that first-time voters play in the setting of India. This is because India has already been a democratic nation for a long time. Young people, who are defined as those who are between the ages of 18 and 21, who participate in the electoral process have the ability to provide new ideas and points of view, which can have an effect on the outcomes of political processes (Harrison, 2020). Young people are defined as those who are between the ages of 18 and 21. Based on the median age of its population, which is roughly 28 years old, India is considered to be one of the youngest countries in the world. Young people constitute a substantial share of the electorate in India, and they are therefore a vital element of the democratic system that is in place in the country.

Statistical Analysis of Youth as a Percentage of the Electorate

People who have recently turned 18 years old and are entitled to vote from that point forward make up a substantial component of India's electorate. First-time voters are defined as persons who have recently reached the age of 18 and are eligible to vote from that point forward. Sitanggang et al., 2024 reports that the Election Commission of India (ECI) has released information indicating that the percentage of young voters participating in India's general elections falls anywhere between 15 and 20 percent of the total electorate. The Lok Sabha elections that took place in 2019, for example, had more than 84 percent of the overall electorate consisting of people who were voting for the first time. The election was open to over 900 million individuals who were eligible to cast a vote. The members of this demographic group have the ability to greatly affect the outcomes of elections, particularly in districts that are heavily contested. This is especially true in districts where there is a lot of competition for seats. In India's first-past-the-post election, even a tiny number of votes can determine the winner, which amplifies the significance of this impact. This election is a first-past-the-post election. Political parties typically consider young voters to be an important demographic because of the fresh ideas and altering attitudes that they represent in society. This is because young voters are more likely to be younger than older voters.

Regional Variations in Youth Voter Turnout and Registration

India’s remarkable diversity is mirrored in the regional and demographic variations in youth voter turnout and registration. These variations are influenced by a combination of cultural, economic, educational, and infrastructural factors. Regional distinctions in political behaviour among young voters offer a complex picture of the interplay between local conditions and national trends. Understanding these variations is crucial to designing targeted strategies to improve youth voter engagement and participation.

Northern and Western India

In Northern and Western states such as Uttar Pradesh, Rajasthan, and Gujarat, youth voter engagement has been a decisive factor in recent elections. Uttar Pradesh, as India’s most populous state, exemplifies how young voters can significantly influence political outcomes. With a substantial proportion of the electorate comprising first-time voters, political parties have tailored their outreach strategies to resonate with youth aspirations. Digital campaigns, social media outreach, and initiatives focused on employment, education, and regional development have played a pivotal role in increasing youth turnout. In Rajasthan, state-specific issues such as unemployment and water scarcity are prominent drivers of youth political engagement. Political parties frequently emphasise these concerns in their manifestos to attract young voters. Gujarat, known for its economic focus, has seen substantial youth participation due to campaigns highlighting entrepreneurship, innovation, and industrial development. However, despite these efforts, challenges such as gender disparities in voter turnout persist, with young women in rural areas often facing barriers to electoral participation.

Southern India

The states in Southern India—Tamil Nadu, Kerala, and Karnataka—exhibit distinct political cultures that influence youth voter behaviour. Tamil Nadu has consistently reported high voter turnout rates, including among the youth. This trend is attributed to the state’s vibrant political culture, characterised by active grassroots mobilisation and widespread political awareness. The deep integration of politics into daily life, along with the influence of regional parties and charismatic leaders, ensures that young voters remain engaged. Kerala stands out for its politically aware electorate, which boasts one of the highest literacy rates in India. The state’s tradition of active civic participation and robust political discourse fosters high youth voter turnout. Awareness campaigns, along with strong community ties and educational initiatives, have ensured that young voters are well-informed about their electoral rights and responsibilities. In Karnataka, urban centres like Bengaluru have witnessed increasing youth voter participation, thanks to digital voter registration drives and awareness programs. However, rural areas still face challenges, including limited access to digital infrastructure and voter apathy among certain segments of the population.

Eastern and Northeastern India

Eastern India presents a more mixed picture, with states such as West Bengal and Odisha showing moderate levels of youth voter engagement. In West Bengal, political polarisation and socio-economic challenges have created barriers to consistent youth turnout. While urban areas such as Kolkata experience moderate engagement due to campaigns emphasising employment and education, rural youth face logistical hurdles and often prioritise local governance over national elections. Odisha, with its predominantly rural population, exhibits a lower overall youth turnout compared to the national average. Socio-economic challenges such as poverty, lack of infrastructure, and limited political literacy contribute to this trend. However, recent initiatives by the Election Commission of India (ECI) and local non-governmental organisations (NGOs) have begun addressing these barriers through targeted awareness campaigns and mobile voter registration units. The Northeastern states, despite their smaller populations, demonstrate a contrasting trend with consistently high voter turnout, including among first-time voters. Factors such as strong community networks, the emphasis on local governance, and a high level of civic awareness contribute to this engagement. States like Nagaland and Mizoram have a tradition of active youth participation, often driven by localised issues and cultural factors. Community organisations and local leaders play a significant role in encouraging young voters to participate, ensuring that electoral processes reflect regional concerns.

Urban vs. Rural Differences

The divide between urban and rural youth voter turnout underscores the diverse challenges and opportunities across India. In urban areas, young voters often encounter logistical challenges such as voter apathy, migration, and complex voter registration processes. First-time voters in cities, especially those from migrant populations, face difficulties in securing their voter identification documents and accessing polling stations. Additionally, urban youth are often perceived as politically disengaged, focusing more on professional aspirations than on active political participation. However, the urban landscape is not uniformly disengaged. Cities like Delhi, Mumbai, and Bengaluru have seen increasing youth involvement in issue-based politics, facilitated by digital platforms and online activism. Social media campaigns, mobile apps, and digital registration drives have played a pivotal role in mobilising urban youth, addressing issues such as corruption, environmental sustainability, and gender equality. In rural areas, youth voter turnout is significantly higher, driven by local issues and strong community dynamics. Rural voters are more likely to engage with political processes due to the immediate impact of governance on their livelihoods, including issues such as water availability, agricultural policies, and rural development programs. Political parties also invest heavily in grassroots campaigns in rural areas, conducting door-to-door outreach and organising community events to engage young voters. States like Bihar and Punjab exemplify this trend, with youth in these regions showing enthusiasm for electoral participation despite limited access to digital infrastructure.

Gender Dynamics in Youth Voter Participation

When it comes to new voters, gender is a significant factor. Despite the fact that there has been an improvement in gender parity in India's voter turnout, there are still large gender discrepancies among first-time voters. Mobility issues, as well as social and cultural hurdles, discourage young women living in metropolitan areas from registering to vote and casting ballots. In an effort to boost the number of women who cast ballots, various organisations and electoral commissions have begun awareness programs that place an emphasis on women's voting rights (Yunus & Ekawaty, 2021). "Pink voting booths" and door-to-door voter registration initiatives have successfully raised the number of young women who participate in elections in the states of Uttar Pradesh and Bihar, which are characterised by higher gender gaps. As a result of increased literacy rates and gender equality in Tamil Nadu and Kerala, the voting percentage of young people is more evenly spread.

Challenges in Youth Voter Engagement

Despite the fact that there are a great number of obstacles, there are a great number of obstacles that prohibit first-time voters from participating in the election process to the fullest degree possible. The common issue of residents of rural and semi-urban areas not being aware of how to register to vote is a hurdle that they frequently face. This is a problem that affects a large number of people. There is another factor to take into consideration, which is the possibility that young people would not always be able to vote in their home districts due to practical impediments like  moving for work or school (Lago, 2023). Certain categories of first-time voters are less likely to cast ballots than other groups of voters at the same time. This could be due to the fact that they are politically neutral or have lost faith in the electoral process. There are a substantial number of young people who do not care about politics. This is either because they believe that politics is corrupt or because they believe that politics does not touch them. Generally speaking, the percentage of younger generations who participate in the voting process is lower in metropolitan regions compared to their engagement in more rural areas. When it comes to metropolitan regions, this is especially true.

Efforts to Increase Youth Voter Participation

In light of the fact that this demographic is of great importance, a number of groups have launched campaigns with the intention of encouraging a greater number of individuals who are voting for the first time to cast their ballots. With the goal of encouraging young people to take part in the political process, the Election Commission of India (ECI) is in charge of a number of different initiatives that are in charge of administering these programs. One such program encourages eligible residents, particularly young people, to cast their ballots in elections by celebrating National Voters' Day, which is observed annually on January 25th (Hov, 2019). This program is part of the National Voters' Day effort. A celebration like this takes place on an annual basis. In an effort to earn the support of younger voters, political parties are focusing their attention on topics that are vital to them. This is part of their strategy to win over younger voters. Today, election campaigns rely significantly on methods such as platforms that are tailored toward young people, the participation of young candidates, and the exploitation of social media in order to sustain engagement with young people. These strategies are effective in maintaining engagement with young people. Additionally, educational institutions and organisations that are part of civil society play a vital role in creating political consciousness among young people and pushing them to become engaged citizens within their communities (Carvalho et al., 2023).

2.2 Cultural and Social Influences

There is a strong connection between the rich cultural and social fabric of India and the political behaviour of first-time voters in the country. According to Featherstone (2023), traditional identities such as caste, religion, and community, in addition to the ever-changing dynamics of gender, have a vital role in the formation of the political attitudes, choices, and engagement of young voters. When it comes to a country as diverse as India's, where socio-cultural variables frequently combine with political ideology to affect election outcomes, these influences are especially conspicuous and prominent.

Role of Traditional Identities (Caste, Religion, and Community)

India’s political landscape has been historically shaped by the interplay of caste, religion, and community identities. These factors continue to exert a strong influence on first-time voters, reflecting the enduring importance of traditional affiliations in the democratic process (Yunus et al., 2023).

Caste as a Determinant of Voting Behaviour:

Caste has long been a significant factor shaping voting behaviour in India, especially in rural regions where caste-based hierarchies remain deeply entrenched. This influence extends to first-time voters, reflecting the intergenerational transmission of political loyalties rooted in caste. Families and communities often align themselves with specific political parties, and this alignment is passed down, maintaining a system where caste continues to shape electoral outcomes. In states such as Bihar and Uttar Pradesh, caste alliances exert a profound influence on the political landscape. Political parties often design their strategies and manifestos to cater to specific caste groups. For instance, the Bahujan Samaj Party (BSP) has historically represented the Dalit community, while the Rashtriya Janata Dal (RJD) has drawn significant support from the Yadavs and other backward classes. These parties have leveraged caste-based narratives to mobilise voters, creating a strong base of support among communities that have historically faced social and economic marginalisation.

In rural areas, the significance of caste in determining voting behaviour is particularly pronounced due to the role of traditional institutions and local networks. Village councils, community leaders, and kinship ties often reinforce caste identities, influencing electoral preferences. Rural voters are frequently swayed by these networks, which serve as conduits for political communication and mobilisation. Caste-based solidarity, in such settings, becomes a tool for collective bargaining and representation, ensuring that certain communities have their voices heard in the political arena. However, a gradual shift is taking place in urban India, where caste-based voting is less dominant. This transition is driven by increased access to education, economic opportunities, and social mobility in cities. Urban youth, exposed to diverse social interactions and influenced by social media, are more likely to prioritise issues such as employment, education, and gender equality over caste loyalties. The anonymity of urban life and the dilution of traditional caste-based networks have also contributed to this trend, allowing voters to make decisions based on personal convictions rather than inherited loyalties.

Social media platforms further amplify issue-based narratives, especially among the urban youth. These platforms serve as spaces for political discourse, empowering young voters to critically evaluate party policies and engage in debates that transcend caste lines. Campaigns emphasising economic development, digital governance, and social justice resonate strongly with urban first-time voters, who are often more attuned to national and global issues than their rural counterparts. Despite these urban trends, caste continues to be a critical determinant of voting behaviour in rural areas. The persistence of caste-based hierarchies and the reliance on traditional structures for social and economic support mean that caste identities remain deeply embedded in rural political culture. Political parties, recognising this reality, continue to tailor their strategies to appeal to specific caste groups, often leveraging local leaders to mobilise support.

The interplay of caste with other factors, such as religion, economic status, and regional identity, adds further complexity to its influence on voting behaviour. For instance, alliances between caste groups and religious communities often shape electoral outcomes, as seen in states with significant minority populations. Moreover, the intersection of caste and class in rural areas creates unique dynamics, where economic dependency and social hierarchies reinforce caste-based voting patterns. While urbanisation and modernisation are gradually diluting the primacy of caste in Indian politics, its enduring significance in rural areas underscores the need for nuanced strategies to address caste-based inequalities. Efforts to promote education, economic empowerment, and political literacy are essential to fostering a more inclusive and issue-based political culture across the country. For India to fully realise its democratic potential, it must navigate the complexities of caste while ensuring that electoral processes reflect the aspirations of all its citizens, regardless of their social identities.

Religion and Political Affiliations

Religion plays a crucial role in shaping political affiliations and electoral behaviour in India, influencing first-time voters across diverse religious communities such as Hindus, Muslims, Sikhs, and Christians. The country's rich religious diversity is reflected in its political landscape, where parties and policies often resonate with specific religious sentiments and identities. Over the years, religion has emerged as a significant determinant in electoral politics, with its impact becoming more pronounced in the 21st century due to increasing religious polarisation in political discourse (Wuttke, 2020). The growing polarisation of religious beliefs has deepened divisions in political alignments, often shaping the preferences of first-time voters. This phenomenon manifests in how political parties engage with different religious communities, tailoring their rhetoric and policies to appeal to specific identities. For instance, the discourse around minority rights, communal harmony, and representation in governance structures resonates strongly with first-time Muslim voters. These voters often seek assurances of inclusion and equity from political parties, particularly in light of historical grievances and perceived marginalisation. On the other hand, young Hindu voters may lean toward parties that emphasise cultural nationalism, religious identity, or development-focused policies. The appeal of such platforms is often reinforced by campaigns highlighting traditional values, national pride, and economic aspirations. This alignment is especially evident in the rise of political narratives that blend religious symbolism with modern development agendas, catering to the aspirations of a predominantly youthful electorate.

The influence of religion on political affiliations is particularly evident in states like West Bengal and Gujarat, where religious identity has played a central role in shaping both political discourse and electoral outcomes.

• West Bengal: Traditionally known for its secular and left-leaning political culture, West Bengal has seen a shift toward religiously charged politics in recent years. The rise of polarisation along religious lines has impacted voter preferences, especially among the youth, with parties vying to appeal to both Hindu and Muslim communities. Issues such as citizenship, communal harmony, and local economic development have become focal points for first-time voters in the state.

• Gujarat: Gujarat's political landscape has long been shaped by religious identity, with a significant portion of the electorate aligning with parties advocating for Hindu nationalism. First-time voters in Gujarat often find themselves navigating a political environment where religious identity intersects with promises of industrial growth, education, and infrastructure development. This combination of religious and developmental rhetoric has been a driving force behind the state's electoral trends.

  
  

For first-time voters, religious identity often intersects with broader socio-economic and cultural aspirations. While older generations may prioritise traditional affiliations, younger voters tend to weigh these identities against issues such as education, employment, and governance. However, the pervasive influence of religiously charged narratives in media and political campaigns continues to shape their perspectives. Social media platforms further amplify these narratives, serving as tools for both engagement and polarisation. Parties leverage digital campaigns to appeal to religious sentiments, often framing their messages around identity-based issues. This targeted outreach impacts first-time voters, who may be more susceptible to emotionally charged content that aligns with their religious or cultural values.

Despite the prominence of religion in political affiliations, there is a growing demand among youth for issue-based governance that transcends identity politics. Young voters, particularly in urban areas, increasingly prioritise policies addressing employment, education, healthcare, and environmental sustainability over purely religious or identity-driven agendas. This shift indicates a gradual transition toward a more pragmatic and inclusive political culture. However, in rural and semi-urban areas, where traditional institutions and community networks hold significant sway, religious identity remains a dominant factor in shaping electoral behaviour. First-time voters in these regions often rely on family and community leaders for political guidance, reinforcing the link between religion and voting patterns.

Community and Regional Identities

Community and regional identities significantly influence the political behaviour of first-time voters in India, shaping their choices and engagement with the electoral process. These identities, deeply rooted in India’s socio-political fabric, often intersect with cultural, linguistic, and geographic factors, making them pivotal in determining voting patterns. Regional political parties, which champion local interests and cultural heritage, have been particularly successful in mobilising young voters. By emphasising issues like regional pride, linguistic identity, and community-specific concerns, these parties create a strong connection with first-time voters, fostering a sense of belonging and purpose. Parties like the Dravida Munnetra Kazhagam (DMK) in Tamil Nadu, the Shiv Sena in Maharashtra, and the Trinamool Congress (TMC) in West Bengal serve as prime examples of this dynamic. The DMK, for instance, appeals to Tamil pride and linguistic identity, while addressing youth aspirations through initiatives like skill development programmes and educational scholarships. Similarly, the Shiv Sena emphasises Marathi identity, focusing on employment opportunities and cultural preservation, which resonate with young voters in Maharashtra. The TMC, rooted in Bengal’s cultural legacy, has engaged the youth through programmes aimed at education, employment, and social welfare, further solidifying its support base among first-time voters.

Regional loyalties often drive political behaviour, particularly among young voters, who see these parties as advocates for their community’s interests and regional challenges. These loyalties are reinforced through deep community engagement, the promotion of linguistic pride, and the preservation of local culture and traditions. In rural areas, where community structures are more pronounced, first-time voters often align with regional parties representing their immediate concerns. Urban areas, while influenced by regional identities, also see young voters prioritising broader issues like governance and employment. However, this emphasis on regional identities presents both opportunities and challenges. While regional parties ensure that local voices are heard and address specific community needs, excessive regionalism can lead to polarisation, limiting the focus on national and global challenges. Nonetheless, the rise of regional parties has democratised political participation, providing first-time voters with platforms that resonate with their identities and aspirations. In conclusion, community and regional identities play a vital role in shaping the political engagement of first-time voters in India. By addressing local concerns, promoting cultural heritage, and fostering linguistic pride, regional parties have effectively mobilised young voters, ensuring their voices are integral to the democratic process. While this regional focus offers opportunities for localised governance, it also necessitates a balance to accommodate broader, inclusive national policies.

Gender Dynamics and the Participation of Women

Over the course of the past several years, there has been a modest but steady rise in the number of women who are engaging in the voting process in Indian elections. According to Javaid and Elahi's research from 2020, this is the effect of bigger social developments but also policy actions. Research has revealed that gender dynamics have a substantial influence on the political behaviour of individuals who are young women. This population of young women who are voting for the first time is expanding, and research has shown that this demographic is growing. Even if there has been some progress, young women in India continue to encounter a great deal of opposition on their path to participating in political processes. This is the case despite the fact that there has been some success. There is a substantial number of young women who are discouraged from participating in elections due to the fact that patriarchal standards, mobility limits, and socio-cultural restraints are seen to be obstacles. The fact that people living in rural areas are not aware of how to register to vote or even how to cast a ballot makes these problems considerably more severe than they already are. SVEEP, which is an acronym that stands for "Systematic Voters' Education and Electoral Participation," is one example of an initiative that has attempted to address these issues by providing women with increased political awareness and encouraging them to exercise their right to vote (Karliani et al., 2024). SVEEP is an acronym that stands for "Systematic Voters' Education and Electoral Participation." Efforts to build polling stations that are more hospitable to women, popularly known as "pink booths," have contributed to make the voting process less scary and more welcoming to women throughout the entire process through the establishment of these polling stations.

Emerging Trends Among Young Women Voters

Emerging trends among young women voters in India reflect significant shifts in their political engagement, driven by a combination of socio-economic changes, educational opportunities, and the growing influence of digital media. Over recent years, young women have increasingly become key players in the electoral process, shaping political discourse and contributing to a more inclusive and diverse democracy. Several factors have played a pivotal role in this transformation, with a focus on issues that directly affect their lives, such as healthcare, education, gender equality, personal safety, and empowerment. These concerns, which were once sidelined in political discussions, have now taken centre stage, especially in urban areas where access to information and opportunities is more pronounced. The rise of digital media has played a transformative role in the political awakening of young women voters. Social media platforms, online forums, and digital news outlets have become essential tools for young women to voice their opinions, engage in political debates, and stay informed about the policies and promises of political parties. This shift has empowered young women to not only participate in elections but also to demand a greater say in the political decisions that affect their futures. The internet has also created a platform for activism, with young women organising movements and campaigns around issues such as women’s rights, safety, and gender equality. This digital engagement has enhanced their political literacy, enabling them to make more informed choices at the ballot box.

Urban young women, in particular, have been at the forefront of this change. As cities become hubs for education, career development, and greater exposure to global ideas, young women are increasingly prioritising issues that affect their day-to-day lives. Concerns related to healthcare, quality education, employment opportunities, and access to safe public spaces have become central to their political participation. In urban centres, young women are not only demanding better public services but also advocating for policies that promote gender equality and women’s rights. This demographic has become more vocal about their expectations from political leaders, seeking action on policies that guarantee safety in public spaces, improve healthcare infrastructure, and support women’s entrepreneurship. One of the most notable trends in recent elections, such as the 2019 Lok Sabha elections, was the parity in voter turnout between young women and young men. For the first time, the participation of young women in the voting process was almost equal to that of their male counterparts. This marked a significant milestone in India's political landscape, where women, particularly young ones, are increasingly seen as active and decisive voters. In states like Odisha and Bihar, the engagement of young women voters was particularly high, showing a growing interest in political affairs and an understanding of the importance of their vote in shaping the country’s future.

Political parties have also begun to recognise the power and potential of young women voters, making concerted efforts to address issues that resonate with this group. Manifestos and campaign strategies are increasingly centred around policies that focus on women’s safety, economic empowerment, and healthcare. Political parties have made deliberate efforts to include women-specific issues in their agendas, such as providing maternity benefits, creating job opportunities for women, and improving access to education and healthcare. For example, parties have proposed policies aimed at enhancing women’s safety in public spaces, increasing the availability of affordable healthcare, and promoting women’s entrepreneurship by offering financial support and resources. These efforts are designed to appeal to young women who are not only concerned with traditional issues like employment and education but are also looking for solutions that address their specific needs as women in a rapidly changing society. Moreover, the growing engagement of young women in politics has been further bolstered by the rise of feminist movements and organisations advocating for women’s rights. Movements such as #MeToo and #TimesUp have sparked conversations about gender inequality and the importance of creating safe spaces for women in both the workplace and public spaces. These movements have had a significant impact on how young women view their role in society and, by extension, their involvement in politics. They have inspired many young women to participate more actively in elections, believing that their voices can bring about meaningful change in the way women’s issues are handled by the political system.

The increasing political participation of young women voters represents a paradigm shift in India’s electoral landscape. It signifies a change not only in the issues that are prioritised by political parties but also in the way women are engaging with the political process. As young women continue to make their mark on the political scene, it is clear that their demands for greater representation and policies that address their concerns are becoming an integral part of the democratic process. This shift has the potential to reshape India’s political future, ensuring that the voices of young women are heard and that their issues are prioritised in policy discussions. As political parties adapt to this new reality, they will need to continue focusing on gender-sensitive policies and initiatives that empower women, foster gender equality, and create an environment where young women can thrive. Ultimately, the increasing political participation of young women is not only a victory for gender equality but also a reflection of the changing dynamics of India's democracy, where the engagement of all citizens, regardless of gender, is essential for creating a more inclusive and progressive society.

Intersectionality of Gender and Other Identities

Gender, caste, religion, and socioeconomic status influence young women voters' political behaviour. Due to caste and gender discrimination, many Dalit and Adivasi women cannot fully participate in politics. Historically disadvantaged women vote for parties that address their intersectional issues. Young Muslim women may value quality education, stable employment, and domestic abuse protection (Putri, 2019). The women-led Shaheen Bagh anti-CAA protests show marginalised women's growing political awareness and agency.

2.3 Technological Impact

Voters in India who are casting their first ballots have experienced a huge change in their political habits as a result of the expansion of social media and other kinds of digital revolution because of the election. The digital revolution is responsible for bringing about this transition. Technology plays a key impact in moulding the political attitudes, choices, and engagement of this population, which often falls between the ages of 18 and 21 (Soontjens, 2022). This demographic is characterised by a heightened sensitivity to digital platforms, and it often falls within the age range of 18 to 21. As a result of the development of social media and the emergence of targeted digital campaigns, new approaches to political participation have emerged. These new approaches have brought forth new aspects of political engagement. Opportunities and dangers are both presented to India's democratic system as a result of these new dimensions.

Social Media's Influence on First-Time Voters

Through the use of social media platforms such as Facebook, Instagram, Twitter, and WhatsApp, the level of political engagement among young people has become exponentially more widespread in recent years (Sophocleous aet al., 2024). These platforms have a significant impact on the political behaviour of first-time voters because they make it easier for information to be disseminated, opinions to be formed, and civic engagement to take place.

Access to Political Information

Social media is the primary source of political news for a significant number of individuals who are voting for the first time. In contrast to traditional media, which frequently presents content that has been curated, social media platforms typically make a wide range of perspectives readily available to users. These perspectives range from official party communications to independent analyses conducted by influencers and commentators. As a result of the democratisation of information, young voters get the opportunity to investigate a variety of viewpoints, which makes it possible for them to make decisions that are more informed (Ondrušková & Pospíšil, 2023).

Amplification of Youth-Centric Issues

When it comes to matters of significance, young people now have the ability to use social media to make their voices heard. As a result of the fact that topics such as climate change, women's safety, education reform, and unemployment tend to trend on these platforms, political parties are compelled to address these concerns in their campaigns and manifestos (Ward, 2019). There has been a recent surge in the popularity of hashtags such as #StudentProtests and #YouthUnemployment, which may be interpreted as a reflection of the growing demand for policies that are tailored specifically to the needs of young people.

Peer Influence and Political Mobilisation

A significant number of young people engage in political discourse with their friends and acquaintances as a result of the peer-to-peer nature of social media services. This peer-driven dynamic has the potential to have a significant impact on political preferences and mobilisation. This is due to the fact that friends and influential people have a greater influence on the opinions and endorsements of first-time voters (Ceccarini aet al., 2023). Instagram and Twitter are two examples of social media platforms that have developed into forums for political discourse. These platforms allow users to express their support for candidates, communicate political messages, and organise in response to political exigencies.

Challenges of Misinformation and Polarisation

A number of problems that have surfaced as a result of the democratisation of political information brought about by social media are polarisation and the dissemination of misinformation. Both of these problems have been brought to light. According to Bukari aet al. (2023), one of the populations that misinformation operations aim to influence is first-time voters. This is due to the fact that first-time voters may lack the expertise essential to evaluate the authenticity of political sources themselves. Because of the widespread transmission of misleading information on messaging apps like WhatsApp, it is likely that voters' impressions of candidates and the validity of the electoral process could be affected. This could have a negative impact on the outcome of the election.

Case Studies of Major Digital Campaigns

India’s political parties and leaders have increasingly turned to digital campaigns to engage with young voters. From leveraging social media influencers to running targeted advertisements, these campaigns reflect the growing importance of technology in electoral strategy.

2014 Lok Sabha Elections: The Rise of Digital Campaigns

The 2014 general elections marked a watershed moment in India’s political landscape, with digital campaigns playing a pivotal role. The Bharatiya Janata Party (BJP), led by Narendra Modi, pioneered the use of social media to connect with young voters. The party’s innovative strategies included:

• Chai Par Charcha: A series of interactive sessions where Modi engaged with citizens through video conferencing and social media (Kasmani, 2023).

• Targeted Ads and Hashtags: Campaigns like #AbKiBaarModiSarkar resonated with young voters, creating a sense of involvement and enthusiasm.

This approach set a precedent for future elections, demonstrating the power of social media in shaping political narratives and mobilising voters.

2019 Lok Sabha Elections: A Digital Battle

The 2019 general elections saw an even more pronounced use of digital platforms, with both the BJP and opposition parties leveraging social media to influence voter behaviour. Key highlights include:

• BJP’s NaMo App: A mobile application that provided direct communication between Narendra Modi and young voters, offering updates, exclusive content, and opportunities for engagement.

• Congress’ Digital Outreach: The Indian National Congress also ramped up its digital efforts, with campaigns like #ChowkidarChorHai aimed at countering the BJP’s narrative.

• Regional Party Strategies: Regional parties, such as the Aam Aadmi Party (AAP), used social media to target specific demographics, focusing on localised issues and community engagement.

The widespread use of platforms like TikTok (before its ban) and Instagram in the 2019 elections highlighted the growing influence of visual and short-form content in engaging young voters (Intyaswati aet al., 2021).

Protests and Movements: Social Media as a Catalyst

Beyond electoral campaigns, social media has played a critical role in mobilising first-time voters around socio-political movements. For instance:

• Anti-CAA Protests: Platforms like Twitter and Instagram were instrumental in organising protests against the Citizenship Amendment Act (CAA), with hashtags like #NoCAA and #ShaheenBagh trending for weeks.

• Farmers’ Protests: The Farmers’ Protests of 2020–2021 saw young voters actively engaging with the movement through social media, sharing updates, creating awareness, and countering misinformation.

These movements underscore the transformative potential of social media in fostering political consciousness and participation among first-time voters.

2.4 Case Studies

The political behaviour of first-time voters in India varies significantly across regions due to the country’s diverse socio-political, cultural, and economic landscape. Examining specific states like Uttar Pradesh and Tamil Nadu offers valuable insights into regional disparities and the underlying factors influencing voter behaviour (Lin & Lunz Trujillo, 2023). These case studies highlight how caste, religion, language, economic development, and political culture shape the decisions of young voters, revealing the intricate dynamics of Indian democracy.

Case Study: Uttar Pradesh – The Role of Caste and Religion

Uttar Pradesh (UP), the most populous state in India, represents a unique case in the study of voting behaviour, particularly among first-time voters. The political landscape of UP has long been shaped by caste and religion, with these identities serving as critical factors in shaping electoral decisions. For decades, political parties in the state have strategically leveraged these identities to garner support, often framing political discourse around issues of caste-based empowerment and religious identity. The intersection of these elements plays a central role in shaping the political beliefs and behaviour of first-time voters, who are influenced by long-standing social dynamics and the rise of new digital platforms.

Caste-based politics in Uttar Pradesh has deep historical roots, with political parties often aligning themselves with specific caste groups to build a loyal voter base. The two major parties, the Bahujan Samaj Party (BSP) and the Samajwadi Party (SP), have capitalised on caste identities to mobilise their support base. The BSP, led by Mayawati, has been a strong advocate for Dalit empowerment, while the Samajwadi Party, led by the Yadav family, has emphasised social justice and the inclusion of Other Backward Classes (OBCs) in the political process. These parties have created caste-specific narratives to resonate with the concerns of their targeted communities. For first-time voters, caste identity plays a significant role in determining political affiliation. Among Dalits, there is a strong sense of loyalty to the BSP, which has consistently advocated for their upliftment and empowerment. This sense of identity and the promise of political representation has made the BSP a popular choice for young Dalit voters in the state. Similarly, the Samajwadi Party has a dedicated following among OBCs and the Yadav community, with its emphasis on social justice and political inclusion resonating deeply with first-time voters who come from historically marginalised communities. The role of caste in shaping voting behaviour is further amplified by the presence of powerful local leaders who are able to mobilise voters within their caste groups. These leaders often have significant influence over the decisions of first-time voters, many of whom rely on familial or community-based guidance when casting their ballots. For young voters in rural areas, particularly those who are voting for the first time, caste-based loyalty can be a key determinant in their political choices, with many following in the footsteps of their elders and community leaders.

In addition to caste, religion also plays a critical role in the political dynamics of Uttar Pradesh. The state has a diverse religious population, with significant Hindu and Muslim communities. Religion, particularly Hindu nationalism, has become a powerful tool for political mobilisation, with parties like the Bharatiya Janata Party (BJP) making strategic appeals to Hindu voters. The BJP has successfully aligned itself with cultural and religious symbols, such as the construction of the Ram Mandir at Ayodhya, to appeal to young Hindu voters who are seeking a sense of cultural pride and identity. This religious nationalism has resonated with a large portion of the Hindu electorate, including many first-time voters, who view the BJP as a defender of Hindu values and identity. The BJP’s use of Hindu nationalism is not just about religion; it also taps into broader cultural sentiments of pride and unity. For many young Hindu voters, the BJP’s focus on promoting Hindu religious symbols and its strong stance on issues like the Ram Mandir construction offer a sense of community and belonging. This sense of collective identity is particularly important in a state like Uttar Pradesh, where religious divisions can often become pronounced, especially during elections. By framing their political agenda around issues of cultural pride and religious identity, the BJP has successfully garnered significant support from young Hindu voters in the state.

On the other hand, Muslim voters in Uttar Pradesh tend to gravitate towards political parties that are seen as advocates for the rights and representation of minority communities. The Samajwadi Party and the Congress Party have historically been viewed as champions of secularism and social justice, making them attractive choices for young Muslim voters who are concerned about their rights and representation in a politically polarised environment. These parties have made efforts to address the concerns of Muslim voters, particularly in terms of safeguarding their religious and cultural identity, ensuring their participation in the political process, and protecting their rights in the face of rising Hindu nationalism. The political landscape in Uttar Pradesh is thus shaped by the interplay of both caste and religion. The religious polarisation that has emerged in the state, particularly between Hindu and Muslim communities, has added a new layer of complexity to voting behaviour. Young voters, who are often more exposed to the forces of religious and caste-based politics, find themselves navigating a political system that is deeply entrenched in these identities. For first-time voters, these factors can serve as powerful motivators, shaping not only their individual political preferences but also their understanding of the larger socio-political environment in which they live.

The rise of digital media, particularly social media platforms like Facebook, WhatsApp, and Twitter, has further entrenched caste and religious dynamics in Uttar Pradesh's electoral process. These platforms have become crucial in disseminating political messages, particularly those that centre around issues of caste and religion. First-time voters, who are more likely to be active on social media, are increasingly exposed to caste-based and religious propaganda that is tailored to appeal to their specific identities. Social media platforms have become the battleground for political messaging in Uttar Pradesh. Political parties, local leaders, and even community groups use platforms like Facebook and WhatsApp to spread information and rally support for their respective causes. This digital information ecosystem often includes caste-based messaging, religious appeals, and identity-driven narratives that aim to sway the opinions of young voters. WhatsApp groups, for example, are frequently used to organise caste-based voter drives, circulate party manifestos, and share messages that reinforce caste or religious loyalty. The targeted nature of these digital campaigns allows political parties to craft highly specific messages that resonate with particular communities. For young first-time voters, these digital campaigns can serve as both an informative and persuasive tool, guiding their political decisions and reinforcing their sense of identity. In many cases, these digital messages also come with a sense of urgency, encouraging young voters to participate in elections and align themselves with the political party that best represents their community’s interests.

The dominance of caste and religion in Uttar Pradesh’s electoral politics has had a profound impact on voter behaviour, particularly among first-time voters. These identities serve as primary determinants in shaping voting preferences, guiding young voters toward parties that align with their caste or religious affiliations. This trend has resulted in a highly polarised political environment, where identity politics often takes precedence over issues such as governance, economic development, and social welfare. However, the rise of digital media has introduced new dynamics to this equation. The accessibility of information, combined with the prevalence of caste and religion-based messaging, has led to a more informed electorate, especially among young voters. While these voters are still influenced by traditional caste and religious loyalties, they are also increasingly exposed to new forms of political discourse, which may broaden their understanding of political issues beyond caste and religion. In conclusion, the role of caste and religion in Uttar Pradesh’s electoral politics is undeniable, particularly among first-time voters. These identities continue to shape political preferences and influence electoral outcomes, with caste-based and religious appeals playing a central role in the political strategies of parties like the BSP, SP, and BJP. The rise of digital media has only intensified these dynamics, making caste and religion even more salient in the voting behaviour of young voters. As Uttar Pradesh continues to navigate the complexities of identity politics, understanding the role of caste and religion will be crucial in analysing electoral trends and predicting future political outcomes

Case Study: Tamil Nadu – Language, Regionalism, and Development

Tamil Nadu, a southern state in India, presents a unique case when it comes to understanding the political behaviour of first-time voters. The state's political landscape is shaped by a rich blend of linguistic pride, regional identity, and a strong emphasis on development. Unlike many northern states, where caste and religion heavily influence voting behaviour, Tamil Nadu's politics is largely driven by the Dravidian movement, regional autonomy, and a focus on economic and social development. These factors have a significant impact on first-time voters in the state, shaping their political preferences, engagement, and beliefs. At the heart of Tamil Nadu's political structure is the Dravidian movement, which emerged as a response to the dominance of the Aryan culture and the imposition of the Sanskrit language in South India. The two major political parties in Tamil Nadu – the Dravida Munnetra Kazhagam (DMK) and the All India Anna Dravida Munnetra Kazhagam (AIADMK) – have strong roots in Dravidian philosophy. This ideology advocates for Tamil identity, pride in the Tamil language, and the preservation of Dravidian culture. Over the decades, these parties have become champions of Tamil identity, often using the preservation of the Tamil language and regional autonomy as central themes in their political campaigns. For first-time voters, this emphasis on linguistic and cultural identity resonates strongly, with many young voters in Tamil Nadu associating themselves with these parties as symbols of their heritage.

Dravidian parties like the DMK and AIADMK place a significant emphasis on language pride. This is not only about preserving the Tamil language but also about promoting a broader sense of Tamil identity, which is tied to both cultural and political aspirations. For first-time voters, particularly the youth, there is a deep sense of pride when exposed to campaigns that stress the importance of preserving Tamil culture. These campaigns often present Tamil as a symbol of resistance against perceived cultural hegemony, and this resonates deeply with young voters who identify strongly with their linguistic heritage. The rhetoric surrounding Tamil identity serves as a bonding force, encouraging the youth to align with the political movements that champion these ideals. This has made language a central issue in the political campaigns of Tamil Nadu, setting it apart from the identity-based politics seen in other states like Uttar Pradesh. However, the political behaviour of first-time voters in Tamil Nadu is not solely driven by issues of linguistic and cultural pride. There is also a significant focus on development and governance. While caste and religion may play an important role in other parts of India, young voters in Tamil Nadu often place a greater emphasis on leadership that is focused on development and economic progress. For this generation of voters, the political parties' track record in terms of improving public services such as education, healthcare, and infrastructure is just as important, if not more so, than their stance on cultural or identity issues. This shift toward development-oriented politics reflects the evolving aspirations of the younger population, who seek better opportunities, improved public services, and a more prosperous future.

For first-time voters, development-centric policies and initiatives play a significant role in shaping their political choices. The DMK and AIADMK have long been known for their social welfare programmes, which cater to various sections of society. One of the most notable examples of such initiatives is the provision of free laptops to students by the DMK. This programme is seen as an investment in the future of the state's youth, and it has garnered substantial support from young voters, particularly those from marginalised communities. The promise of tangible benefits like free education tools, subsidies, and welfare schemes has contributed to a surge in first-time voter participation in Tamil Nadu, as young people view these policies as an opportunity to better their lives. Another key development-related initiative that has resonated with young voters is the improvement of public infrastructure. Investments in education, healthcare, and road infrastructure have been central to the development agenda of Tamil Nadu's political parties. For example, initiatives aimed at improving the quality of public schools, hospitals, and roads have found strong support among young voters, particularly those from economically active and politically engaged demographics. These young voters are more likely to value the state government's efforts to improve infrastructure and public services, as they see these measures as a direct means of improving their quality of life.

In addition to the focus on economic development, another critical area of influence on first-time voters in Tamil Nadu is gender-specific welfare programmes. The state has made significant strides in encouraging the political participation of women, with a focus on addressing their specific concerns. For young women, the provision of financial aid for marriage, benefits for mothers, and other social welfare schemes have made a tangible impact on their political behaviour. These programmes have not only provided financial support to women but also served to empower them, giving them a voice in the political process. As a result, a significant number of young women who are voting for the first time have shown their support for the DMK and AIADMK, recognising the value of these welfare programmes in improving their social and economic standing. The role of women in Tamil Nadu’s political arena is particularly noteworthy. Women have historically been a major focus of the welfare programmes introduced by the state's political parties. The DMK and AIADMK have implemented various schemes designed to enhance the well-being of women, such as financial assistance for marriage and maternity benefits. These initiatives have not only helped to address issues of gender inequality but have also ensured that women’s concerns are prioritised in the political discourse. This has, in turn, encouraged more women to become politically active, contributing to the growing number of female first-time voters in the state.

In Tamil Nadu, social media plays a crucial role in influencing first-time voters, similar to other states in India. However, the political narratives in Tamil Nadu tend to focus more on development achievements and policy promises than on identity-based issues. Political parties have increasingly turned to digital platforms like YouTube and Twitter to spread their messages, with campaigns often being conducted in Tamil to ensure better engagement with the local population. These digital campaigns highlight the developmental achievements of the parties, their commitment to improving the lives of the people, and their focus on governance. Unlike Uttar Pradesh, where digital media is often used to spread messages based on caste and religion, Tamil Nadu’s digital campaigns are more likely to focus on the successes of government programmes, the promise of future development, and the benefits of social welfare initiatives. This focus on policy-driven narratives, along with the emphasis on Tamil identity, makes the political campaigns in Tamil Nadu unique, especially when compared to the identity-based politics in other states. In conclusion, Tamil Nadu presents a distinct example of political behaviour influenced by regionalism, language, and development. The political behaviour of first-time voters in the state is shaped by their identification with Tamil language and culture, as well as their aspirations for development and governance. While identity politics plays a significant role, there is also a strong emphasis on policies that promise economic growth, improved public services, and social welfare. This blend of identity-based and development-oriented politics has contributed to a dynamic political environment in Tamil Nadu, with both the DMK and AIADMK focusing on issues that resonate with the younger population. The state's political landscape, driven by the twin forces of regional pride and development, presents a model of how identity and governance can intersect in shaping electoral behaviour.

Comparative Analysis of Uttar Pradesh and Tamil Nadu

The voter behaviour differences between UP and Tamil Nadu illustrate India's political divisions. Tamil Nadu youth value language pride and development, while Uttar Pradesh first-time voters value religion and caste. Historical, cultural, and socioeconomic factors explain these differences:

• In UP, identity politics dominate due to historical caste oppression and communal tensions.

• In Tamil Nadu, the legacy of the Dravidian movement has fostered a focus on regional autonomy and welfare (Turnbull-Dugarte aet al., 2024).

• UP’s lower literacy rates and economic development levels contribute to the prevalence of identity-based politics.

• Tamil Nadu’s higher literacy rates and economic progress have created a politically conscious youth prioritising governance and development.

• In UP, digital platforms are often used to propagate identity-based narratives.

• In Tamil Nadu, social media is leveraged to promote policy achievements and engage voters on development issues.

CHAPTER 3

FACTORS INFLUENCING POLITICAL BEHAVIOUR

3.1 Socio-Economic Factors

The socio-economic factors of education, employment, and income levels play a critical role in shaping the voting choices of first-time voters in India. These factors, combined with the differences between urban and rural youth, significantly influence political behaviour, preferences, and participation, offering valuable insights into the motivations of this demographic (Bazurli & Portos, 2021).

Impact of Education on Voting Choices

Education plays a critical role in shaping the political behaviour and decision-making processes of individuals, particularly first-time voters. Among the many socioeconomic factors influencing the political preferences of young voters, education stands out as one of the most powerful and transformative. A higher level of education is not only correlated with greater political engagement but also with a deeper understanding of policies, a critical approach to governance, and an ability to make informed decisions. Educated individuals are more likely to participate in elections, evaluate political platforms thoughtfully, and base their decisions on knowledge rather than external influences such as family, caste, or community leaders. At the core of this argument is the understanding that education equips individuals with the necessary tools to navigate complex political landscapes. The more educated a person is, the better they are at critically assessing the platforms and promises of political parties. For first-time voters, education can make the difference between simply following traditional voting patterns and making an informed decision based on policy analysis. This is particularly evident when voters are exposed to debates on key issues such as job creation, economic growth, education reforms, and environmental sustainability. Educated young voters are more likely to focus on the specifics of these issues and assess how political parties’ platforms align with their values and long-term goals. They are better able to engage with information, differentiate between fact and opinion, and understand the implications of various policy proposals.

In contrast, individuals with lower levels of education may not have the same capacity to evaluate political platforms critically. For these voters, traditional factors such as family influence, community norms, and caste-based affiliations can have a greater impact on their political choices. While education empowers individuals to question and challenge the status quo, those with less formal education may be more inclined to rely on conventional sources of influence, such as the opinions of family members, religious leaders, or local figures of authority. These factors often limit the extent to which voters are exposed to broader political ideas or policies that could be more beneficial for their personal and collective futures. Thus, the impact of education on voting choices can also be seen in the way it influences the ability of individuals to resist or transcend the social pressures that shape their political behaviour. Education also facilitates greater political literacy, which is crucial for fostering active and informed participation in democratic processes. Political literacy programmes, which are often implemented in schools, colleges, and universities, play an essential role in shaping the political views of students. These programmes aim to provide young people with a clear understanding of how democracy works, the significance of voting, and the role of government in shaping their lives. By teaching students about the principles of democracy, the importance of civic engagement, and the impact of political decisions on society, these educational programmes can help foster a generation of politically conscious individuals who are committed to making informed choices at the ballot box.

One of the primary ways that educational institutions influence the political choices of young people is by creating opportunities for them to engage in political discourse and debate. College and university campuses are often hotbeds of political activity, where students are encouraged to participate in discussions about national and international issues. These debates help students develop their own perspectives on key topics such as healthcare, climate change, and economic policies, and they allow them to evaluate the various arguments put forward by different political parties. In an environment where diverse viewpoints are shared, students are more likely to refine their political beliefs and form opinions that are based on critical thinking and evidence rather than external pressure or tradition. Additionally, education promotes greater media literacy, which is essential in an age where information—and misinformation—spreads rapidly through digital platforms. First-time voters, who are often tech-savvy and active on social media, can be exposed to a wealth of political information, much of it through online forums, news outlets, and political campaigns. Educated individuals are more capable of discerning reliable sources of information from biased or unverified content, enabling them to make more informed decisions. This contrasts with less educated voters, who may struggle to distinguish between fact and fiction, particularly in the age of “fake news” and social media manipulation. Informed voters are less likely to fall prey to sensationalist rhetoric or misleading claims, and they are better positioned to support candidates and policies that align with their values and interests.

Political engagement is also more likely among those who are well-educated because they are often exposed to diverse worldviews and have developed the skills necessary to critically evaluate the political system. Higher levels of education foster greater awareness of the challenges facing society, such as poverty, inequality, and climate change, and they enable individuals to see beyond their immediate circumstances. For first-time voters, education helps them understand how local, regional, and national policies affect their lives, families, and communities. As a result, they are more likely to vote for candidates or parties that present feasible solutions to these challenges. Education also enhances the ability to comprehend complex policy proposals and recognise their long-term consequences, thus increasing the likelihood of a more thoughtful and deliberate voting decision. Furthermore, the increased political engagement of educated young voters can have significant implications for the broader political landscape. As more first-time voters become politically active and informed, the overall political discourse becomes more nuanced and grounded in facts. This shift away from identity-based voting and traditional loyalties toward policy-oriented decision-making is a positive development for democracy. It reflects a more mature political system where the electorate is focused on issues that matter most to them and their communities. As the political behaviour of first-time voters becomes more informed, the expectations placed on politicians and political parties also shift. Voters will demand greater transparency, accountability, and action on the issues that impact their lives, driving politicians to adopt more comprehensive, evidence-based policy approaches.

On the other hand, the lack of education or limited access to education can have detrimental effects on the political choices of young voters. Voters who have not received a formal education are more likely to be swayed by emotional appeals, populist rhetoric, or the influence of social and cultural leaders. They may not have the critical thinking skills required to evaluate policy proposals or political promises accurately. This can lead to decisions based on misinformation, social pressure, or short-term incentives, rather than on a thorough understanding of the issues at hand. The lack of political literacy in less educated populations may contribute to lower voter turnout or increased vulnerability to political manipulation, which can undermine the quality of democratic participation. In conclusion, education is one of the most influential factors in shaping the political behaviour of first-time voters. It fosters critical thinking, political literacy, and informed decision-making, empowering individuals to engage with political platforms, policies, and debates in a more meaningful way. Education also helps mitigate the influence of traditional factors such as family or community pressures, allowing voters to make choices based on their own values and priorities. As education systems continue to emphasise political literacy and civic engagement, they have the potential to create a more politically informed and active electorate, which is essential for the functioning of a healthy democracy.

Employment and Its Role in Shaping Political Preferences

It is essential to take into consideration the fact that the degree of employment that first-time voters have has a substantial bearing on the voting decisions that they make. Young people encounter a number of issues that are significant to them, regardless of whether they are just starting out in their professions or are making it difficult to get job. One of these problems is the implementation of economic policies and initiatives that provide employment opportunities. This group of people is more likely to vote for political parties who conduct their campaigns on the promise of a stronger economy and an increase in the number of jobs. This is because these parties are more likely to appeal to people who fall into this demographic. The issue of youth unemployment has been a persistent problem in India for a considerable amount of time, and it has a substantial impact on the degree to which individuals are eager to participate in political processes (Kamil & Indah, 2022). During elections, first-time voters who are unemployed have a propensity to be more vocal about their unhappiness with the government by expressing their opposition to the administration. The purpose of this action is to demand accountability and change from the institution. However, young individuals who are working and have a secure living position are able to cast their ballots based on their priorities about taxation, work-life balance, and career growth. This is because they are able to cast their votes during the election. As the gig economy continues to gain popularity, there is some evidence to suggest that this trend is having an effect on the political inclinations of younger generations. It is probable that voters who are participating in the gig economy for the first time may be concerned about the absence of minimum wage rules, social security, and health insurance legislation in the context of their place of employment.

Income Levels and Economic Aspirations

It is one of the most significant elements that determines political conduct, particularly among persons who are voting for the first time, and the amount of wealth is one of the factors that influences political behaviour. Young people who originate from households with lower means are more likely to place a higher value on welfare programmes, which may include programmes that give subsidies, financial help, and affordable housing. This is because these policies are more likely to influence their decision-making. Voters who come from families with low incomes are inclined to favour political parties that try to particularly address these concerns through a range of initiatives (Schafer aet al., 2020). This is because these voters are more likely to identify with the Democratic Party. The first-time voters who come from more affluent families, on the other hand, may be more concerned with concerns that are more systemic in nature. These issues may include investments in infrastructure and technology, economic liberalisation, and chances for entrepreneurial initiatives. Through the process of voting for political parties and politicians that share their economic vision and long-term goals, this group is able to make their voice known and communicate their concerns.

Urban Versus Rural Youth Voting Behaviour

The differences in political behaviour between urban and rural first-time voters reflect the socio-economic disparities between these areas.

Urban Youth

As a result of increasing access to information through digital media, which has increased the availability of information, first-time voters in urban areas are commonly exposed to a larger spectrum of political beliefs. This frequently occurs because of the increased availability of information. When it comes to problems like urbanisation, technical breakthroughs, educational possibilities, and environmental sustainability, there is a larger possibility that these voters will cast their ballots on those subjects. Further, according to Harrison (2023), traditional variables such as religion and caste have less of an influence on the political decisions that young people in metropolitan areas make than a cosmopolitan environment and exposure to global trends do. On the other hand, young voters in major cities like Mumbai, Bengaluru, and Delhi, for example, place a high value on policies that would reduce pollution, traffic, and the high cost of housing. These policies come with the expectation that they will lessen these issues. There has been a considerable increase in the number of young people living in metropolitan areas who have found themselves involved in online political discourse and digital activism as a direct result of social media campaigns.

Rural Youth

Unemployment, restricted educational options, and agricultural issues are only some of the socioeconomic challenges that first-time voters in rural areas encounter. These challenges are not the only ones they confront, however. In general, young people who live in rural regions are more inclined to vote for political parties that support social programmes, agrarian subsidies, and efforts for rural development. This is because these parties are more likely to encourage rural development. According to Razak and Suaheb (2024), some of the more traditional elements that have an effect on voting behaviour in rural areas include caste, community, and local leadership. Both door-to-door canvassing and grassroots organisation are two strategies that are regularly implemented by political campaigns in rural areas in order to interact with young voters who are eligible to vote. When it comes to political information, first-time voters in rural areas are more inclined to rely on traditional media and word of mouth than they are on digital media. This is because traditional media and word of mouth are more reliable than digital media. It is because first-time voters are less likely to utilise digital media than they are to use traditional media.

Intersection of Education, Employment, and Location

The interaction of education, employment, and geographic location results in the formation of a complex matrix of elements that influence the political behaviour of individuals who are voting for the first time during their lifetime. There is a lot of complexity in this matrix. For the purpose of illustrating this point, it is possible that young people who live in metropolitan areas and have access to good schools and steady jobs may be more concerned with short-term economic aid and social welfare than they are with policies that are driven by innovation and progressive leadership (Debnath & Hazra, 2023). It is of the utmost necessity for political parties in India to adopt and implement complex strategies that are suited to the different objectives and issues that are encountered by the youth of the country. This is especially important in light of the intersectionality of the situation, which calls for the adoption and implementation of such tactics. Campaigns that are tailored to the distinct neighbourhoods of each individual neighbourhood are required in order to encourage political engagement from people of all socioeconomic backgrounds. This is necessary in order to achieve the goal of increasing political participation.

3.2 Cultural and Ideological Factors

Cultural and ideological elements have a considerable impact on the political conduct of individuals who are using their first-time voting experience. It is well known that India is a diverse country in terms of caste, religion, language, and regional ties. When all of these characteristics are considered together, they have a major impact on the perceptions that young people have about politicians, topics, and ballot initiatives (Yudhy, 2023). Political ideologies that are founded on caste, regionalism, and indoctrination through family and peer groups all interact to offer first-time voters with a complicated framework that influences the choices they make when casting their ballots. The interactive link that exists between these three components is what makes this framework possible.

Caste-Based Politics and Its Influence

In Indian politics, caste continues to be a significant and pervasive factor that influences political behaviour, especially among first-time voters. The caste system, although officially abolished in the Constitution of India, remains deeply ingrained in the social fabric, shaping identities, relationships, and political affiliations. Young voters, who are often experiencing the political landscape for the first time, frequently view the caste system as a crucial lens through which they interpret the promises and platforms of various political parties and candidates. Caste-based politics has a profound impact on electoral outcomes, and political parties are keenly aware of this dynamic, often using it strategically to attract votes from specific caste groups. In states like Bihar and Uttar Pradesh, caste alliances and mobilisation are crucial in determining election results. Political parties have learnt to capitalise on the caste-based dynamics by fielding candidates from certain communities to appeal to their voters. This practise is especially relevant in regions where caste identity continues to shape voting patterns and political preferences. For first-time voters from marginalised or oppressed caste groups, party platforms that advocate for social justice, affirmative action, and reservations in education and employment are particularly resonant. These voters are more likely to support parties that promise to address caste-based inequalities and promote policies aimed at uplifting disadvantaged communities.

On the other hand, voters from higher socio-economic strata, who often belong to upper-caste groups, tend to advocate for policies that prioritise meritocracy and oppose caste-based reservations. This divide often reflects the disparity in access to education, employment opportunities, and economic resources between different caste groups. Young voters from higher socio-economic backgrounds may view caste-based reservations as unfair or counterproductive, instead favouring policies that they believe will ensure equal opportunities based on individual merit. Thus, caste continues to divide political ideologies, with each side advocating for policies that serve the interests and concerns of its respective social group. One of the most prominent political parties in India that has effectively used caste-based politics to its advantage is the Bahujan Samaj Party (BSP). The BSP's electoral platform is centred around the empowerment of marginalised communities, especially Dalits. The party’s focus on social justice, affirmative action, and reservations resonates strongly with Dalit voters, many of whom identify with the BSP's call for the upliftment of impoverished and oppressed groups. The BSP has successfully built a strong support base among Dalits, using the rhetoric of social equality and empowerment to galvanise young voters who feel alienated by the entrenched caste system. For first-time voters from Dalit communities, the BSP represents a political force that promises to break the traditional power structures and address historical injustices.

Similarly, regional parties also seek to tap into caste-based politics by aligning themselves with specific social groups and championing their concerns. These parties often gain traction by appealing to the aspirations of young voters, particularly those who are disillusioned with national parties and seek a platform that represents their local interests and caste-based demands. By focusing on issues such as reservation quotas, employment opportunities, and welfare programmes for their caste groups, regional parties manage to mobilise large sections of the electorate, especially in states where caste identities are particularly salient. However, there is also evidence of a shift in the way younger generations are engaging with caste-based politics. While caste continues to play a significant role in shaping political preferences, younger voters, particularly those living in urban areas, are gradually breaking away from traditional caste allegiances. This shift can be attributed to several factors, including increased access to education, exposure to modern ideas, and the influence of technology and social media. In metropolitan cities, where education levels are generally higher and access to diverse perspectives is more widespread, young people are more likely to prioritise concerns such as governance, education, job opportunities, and development over caste-based considerations when making political choices.

This generational shift suggests that caste, while still influential, is no longer the sole determinant of political loyalty for many young voters. Technology and social media have played a pivotal role in changing political engagement patterns, particularly among the youth. The availability of information online allows young voters to access a broader range of perspectives, engage in debates, and make more informed decisions that go beyond caste identity. In cities where economic opportunities and education are more readily available, first-time voters are increasingly focusing on issues that directly affect their future, such as government policies on employment, healthcare, education, and infrastructure. Moreover, as India continues to develop and urbanise, the influence of caste may continue to diminish in some areas, particularly among younger generations who are less likely to hold onto rigid social identities. Education, access to technology, and greater mobility have enabled many young people to look beyond their caste backgrounds and make voting decisions based on their personal interests and concerns. This trend marks a significant departure from traditional caste-based voting behaviour and suggests that, in the long term, caste may have a diminished role in shaping political preferences, especially among future generations of voters.

The shift away from caste-based politics is also evident in the growing participation of women in politics. Women's political engagement, particularly in states like Uttar Pradesh and Bihar, is increasingly being influenced by issues such as healthcare, education, and economic independence rather than purely caste-based considerations. Political parties that have recognised the importance of women's issues, such as maternal health care, women’s education, and financial empowerment, have seen increased support from female voters, particularly first-time voters. The focus on gender equality and women's rights is providing a new avenue for young women to engage politically, without being solely bound by caste identity. While caste remains a potent force in Indian politics, it is important to recognise that its influence is evolving, especially among younger voters. The factors that shape political behaviour in India are complex and multifaceted, and while caste-based politics continues to have a significant role, it is clear that other variables—such as education, economic development, and access to technology—are increasingly influencing how first-time voters engage with the political process. As India continues to modernise, there is hope that the generational shift away from caste-based politics will lead to a more inclusive and progressive political landscape, where policies and governance decisions are driven by merit, development, and the aspirations of all citizens, regardless of caste background.

Regionalism and Identity Politics

In addition to being a significant element, regionalism is another aspect that plays a role in determining the political behaviour of first-time voters. During times of political unrest in India, regional identities, which are formed by language, cultures, and economic interests, frequently take precedence over political allegiances. This is because regional identities are formed by the interplay of these factors. The reason for this is because the country is home to a vast array of characteristics and characteristics. The Dravida MunnetraKazhagam (DMK) in Tamil Nadu and the Trinamool Congress (TMC) in West Bengal are two instances of regional parties that are able to dominate their respective states by appealing to local pride and concerns. Both of these parties are able to use these appeals to successfully rule their respective states. According to Gherghina and Tap (2021), both of these parties may also be considered examples of regional parties. In the event that individuals are voting for the first time, they typically have the impression that these parties are fighting for their interests. The people who live in areas where they have a strong feeling of regional identity are particularly susceptible to this phenomenon. It is possible, for instance, that young people in the state of Tamil Nadu are more likely to support political parties that advocate for the Tamil language and culture. When compared to this, it is possible that people in the state of Punjab are more concerned with agricultural policies and the autonomy of regional governments. Between the impact of young voters and the variations in regional development, there is a correlation between the two. There is a possibility that first-time voters in economically developed states such as Gujarat and Maharashtra are especially concerned with policies that apply to the expansion of industrial production and the creation of new job possibilities. On the other side, young people in states that are less developed, such as Odisha and Jharkhand, might place a larger importance on healthcare, education, and fundamental infrastructure. According to Yunus and Ekawaty (2021), this is due to the fact that these states are less developed. When first-time voters assess whether regional parties share their aims for the progress of the country, for instance, this can be an example of an intersection between regionalism and national politics. In other words, national politics and regionalism can intersect. Consequently, as a consequence of this dynamic, young voters frequently adopt a two-pronged strategy, which indicates a preference for national parties in presidential elections and regional parties in state elections. In the context of presidential elections, this preference takes place most frequently.

Role of Family in Political Socialisation

It is the impact that first-time voters receive from their families that is the most critical aspect that determines the political leanings and activities that they do. The close-knit nature of Indian households offers parents and elders a disproportionate degree of influence over the political leanings of young Indian voters. This influence can be advantageous for politicians. Because of the intimacy that exists within the Indian family unit, this is the case. "A substantial proportion of persons who are voting for the first time follow a long-standing tradition of demonstrating their devotion to a specific political party or philosophy" (Lago, 2023). Many of these individuals are voting for the first time. Specifically, young voters who reside in households where one or more political parties have a large level of influence are more likely to hear tales that highlight the policies and successes of the party. This is because these families are more likely to communicate with one another. One's family, on the other hand, does not necessarily have a predefined influence in every situation. Education, social groups, and digital media have a significant role in exposing young people to new ideas on a regular basis. As a consequence, young people tend to vote differently than their families do. After engaging in student activity or engaging in debates on social media, it is feasible, for instance, for a young voter whose family has a tendency toward conservatism to change their mind about voting.

Influence of Peer Groups

Additionally, in today's society, which is becoming increasingly digital and globalised, first-time voters are able to reap enormous benefits from the socialising effect of their peer groups. This is because of the fact that they are allowed to vote for the first time. A considerable proportion of young voters begin their involvement in the political process by having casual chats with their classmates and coworkers. This is due to the fact that these conversations are informal. Many people who are just starting out in their voting careers find that peer pressure is a feasible alternative to more conventional methods of collecting political knowledge. This is especially true for those persons who are just starting out. When it comes to making sense of knotty topics, evaluating the platforms of various parties, and selecting an electoral choice, young people regularly reference their social circles during the voting process. In urban regions and educational institutions, individuals are offered the opportunity to interact with a wide variety of peer groups, which ultimately results in the expansion of their worldview (Hov, 2019). The urban regions and educational institutions are the places where this dynamic is most readily seen. The influence of digital media, which stimulates online communities and interactions, results in peer groups being able to have a greater impact than they would have otherwise been able to. People who are new to the voting process can locate other people who share their ideas, join political campaigns, and voice their thoughts on social media platforms such as Twitter, Instagram, and WhatsApp. These sites let users find other people who share their views. Two examples that highlight the influence that peer mobiliSation has on political behaviour are the rallies against corruption that took place in 2011 and the strikes that were conducted by farmers in 2020. Both of these events were led by young people.

Intersection of Caste, Regionalism, and Socialization

In order to investigate the political behaviour of first-time voters, the complicated framework that is supplied by the interaction of caste, regionalism, and socialisation is applied. This framework is utilised for the goal of analysing the conduct of initial voters. Even if traditional identities like caste and regional pride continue to play a part in voting patterns, there has been a movement toward politics that is increasingly focused on issues. This shift has occurred despite the fact that traditional identities continue to play a role. According to Carvalho et al. (2023), this shift is transpiring as a result of the dissemination of fresh ideas through many channels, including digital media, peers, and family members. When young voters are having to deal with various influences, the intersectionality of intersectionality becomes glaringly obvious. A first-time voter from a Dalit household in Tamil Nadu, for instance, might support national parties that call for economic changes, but they might also place a high importance on caste-based justice at the state level. This is because they are unfamiliar with the concept of caste. It is possible for young people living in metropolitan areas who have strong familial ties to local parties to become involved with progressive causes by utilising peer groups and online platforms. This is a potential that exists.

3.3 Media and Campaign Strategies

Campaign strategies and the media have a significant influence on the political behaviour of first-time voters in India. This is especially true in this day and age of constant connectivity and information overload. There is a significant amount of effort being put forth by candidates and political parties in order to connect with younger voters through the utilisation of targeted messaging and contemporary communication tools. In the following section, we will investigate the ways in which political messaging has evolved over the course of time, the ways in which celebrities and social media influencers have influenced it, and the implications that all of this has for the future of youth politics (Featherstone, 2023).

Political Messaging Targeting First-Time Voters

Strategies that are driven by data are being utilised by political parties in order to target specific demographics with messages that are becoming increasingly nuanced. Individuals who are eligible to vote for the first time are typically between the ages of 18 and 21. This demographic is characterised by youth, idealism, and a desire for change. Campaigns for political office are well aware of this fact, and they frequently target young voters by discussing issues such as climate change, initiatives for the digital economy, education reforms, and job opportunities (Soon, 2023). The Bharatiya Janata Party (BJP) is a good example of a political party that was able to successfully appeal to young, idealistic voters in both the 2014 and 2019 general elections in India by using slogans such as "Acche Din Aayenge" (Good days will come) and "Digital India." Regional parties such as the Aam Aadmi Party (AAP) courted young people in urban areas by promising to increase openness, combat corruption, and enhance public services. This was done in a manner that was extremely similar to the previous example.

Vernacular languages and content that is culturally relevant are being utilised by political campaigns in an increasing number of instances in order to communicate with a wide range of young people across regions. For first-time voters who may not be well-versed in political terminology, videos, memes, and infographics are great ways to break down complicated policies into more digestible chunks (Hernæs, 2019). This is especially helpful for first-time voters. In addition, political figures are now able to engage in one-on-one communication with young voters through the use of interactive strategies such as online polls, question-and-answer sessions, and live chats on social media platforms such as Instagram and YouTube. To encourage first-time voters to participate in political campaigns, political parties strive to make their campaigns approachable and inviting.

Social Media and the Rise of Microtargeting

Social media platforms like YouTube, Instagram, Twitter, and Facebook have completely changed the way political campaigns are run by offering unparalleled opportunities for microtargeting. Algorithms use user data to allow campaigns to send personalised messages to specific groups, such as people who are voting for the first time. Some young voters may see political advertisements that promote green policies, such as those related to climate change, while others may see advertisements that promote programmes that encourage entrepreneurship or the creation of jobs (Wuttke, 2020).  Campaigns frequently employ viral challenges, interactive polls, and hashtags in order to encourage individuals who have never voted before to take part. The #MainBhiChowkidar (I am also a watchman) campaign, which took place in 2019, is one example of how political parties get young people involved in political discussions. In a similar way, campaigns that concentrate on particular issues, such as mental health or gender equality, seek to attract young voters who are aware of social issues.

Chatbots, WhatsApp groups, and targeted SMS campaigns have all played a role in increasing voter engagement. Political parties use these tools to share information about rallies, manifestos, and voting procedures in order to keep first-time voters informed and engaged. However, the influence of social media raises concerns about the spread of misinformation and the creation of echo chambers. Voters who are new to the process may have their political views influenced by biased or false information they come across on the internet. As a result, campaigns must strike a balance between being persuasive and being ethical.

Impact of Influencers and Celebrities

Influencers and celebrities have emerged as powerful tools for political engagement, particularly among young voters. Recognising the aspirational value and reach of public figures, political campaigns frequently collaborate with influencers from diverse fields, including entertainment, sports, and digital content creation. Celebrities have historically been involved in Indian politics, endorsing parties or contesting elections themselves. For instance, Bollywood actors like Amitabh Bachchan and Rajinikanth have significantly influenced voter behaviour in their respective regions. First-time voters, who often idolise such figures, are more likely to pay attention to political messages conveyed by their favourite stars (Mulyawan et al., 2024).

In recent years, social media influencers have gained prominence as opinion leaders. With large follower bases on platforms like Instagram, YouTube, and Twitter, influencers are uniquely positioned to shape political narratives. Collaborating with micro-influencers, who have niche audiences, allows campaigns to target specific groups of first-time voters based on interests such as technology, fashion, or activism. For example, during the 2019 elections, several digital influencers participated in campaigns encouraging voter registration and turnout. Initiatives like #PledgeToVote and #VoteIndiaVote featured influencers sharing personal stories and urging their followers to participate in the democratic process. These campaigns effectively bridged the gap between political messaging and youth engagement, making politics more accessible and relatable.

The Role of Celebrities in Shaping Political Discourse

Celebrities are involved in political campaigns in a variety of ways, in addition to simply endorsing candidates. Many well-known individuals use their platforms to support social causes, particularly those that are important to young people. For instance, Priyanka Chopra and Virat Kohli have indirectly influenced the voting behaviour of young people by supporting causes related to sustainability, gender equality, and education. Political campaigns also use advertisements and events hosted by celebrities to increase their visibility. For example, rallies that have well-known individuals attract a lot of young people, allowing them to express their political opinions (Javaid & Elahi, 2020). In addition, videos of well-known individuals discussing their experiences with voting or their political objectives can motivate people who are voting for the first time to view voting as a significant aspect of being an active citizen. However, relying on influencers and celebrities has its drawbacks. Some people believe that these tactics place too much importance on endorsements from celebrities and not enough on actual conversations about significant political issues. In addition, the truthfulness of the endorsements made by well-known individuals is called into question when they do not have a real personal investment in the causes they are supporting.

Broader Implications for Youth Political Engagement

First-time voters are becoming involved in politics by using influencers, social media, and targeted messaging. Political campaigns that have adopted new strategies have seen a rise in the number of young people who take part in elections. These approaches highlight the fact that emotional appeals and digital narratives are becoming more powerful in influencing how people vote. These tactics present both an opportunity and a challenge for people who are voting for the first time. In influencer-driven campaigns and personalised messaging, critical thinking is necessary to navigate potential biases and disinformation, which can lead to increased engagement (Gherghina & Marian, 2024). To assist young voters in making informed decisions during the tumultuous nature of contemporary campaigns, there are programmes that promote political awareness, initiatives that promote media literacy, and impartial platforms that are available.

3.4 Global Context and Comparison

Young people's political behaviour in different democracies is influenced by cultural, socioeconomic, and technological factors. We can better understand how first-time voters in India engage with the electoral process by comparing and contrasting these variations with countries such as the United States and the United Kingdom. Studying these global contexts can help us learn how to improve youth engagement and democratic processes.

Youth Political Engagement in the United States

Studying the political behaviour of young people has been an important part of American electoral studies because they tend to vote less frequently than older generations. However, in the last few elections, there has been an increase in the participation of young people in social movements and online mobilisation. The 18-24 age group saw a significant increase in voter participation in the 2020 US Presidential Election, and the primary reasons for this were climate change, racial justice, and healthcare. Campaigns used social media platforms such as Instagram, TikTok, and Twitter to connect with young voters, and hashtags like #VoteForYourFuture and #MarchForOurLives were very effective (Putri, 2019). Organisations such as NextGen America and Rock the Vote were essential in getting young people registered to vote and teaching them about how elections work. Voting based on issues is a clear trend among young people in the United States. For example, the Black Lives Matter movement inspired many young people to vote for politicians who advocated for measures to promote racial justice. In a similar vein, young people have changed their voting preferences to prioritise policies that lessen the burden of student loans and make higher education more affordable. This shift is a reflection of their socio-economic concerns.

Digital influencers and celebrities are becoming increasingly significant in American elections, just as they are in India. Celebrities such as LeBron James and Taylor Swift publicly endorse candidates and encourage their young fans to participate in voting (Soontjens, 2022). These endorsements tend to generate excitement, but they also highlight the increasing connection between pop culture and politics.The person being referred to here is me.

Youth Political Behaviour in the United Kingdom

In the United Kingdom, significant political events have had an effect on the fluctuations in the level of political engagement among young people. Concerns such as the Brexit and climate change have rekindled interest among individuals between the ages of 18 and 24, a demographic that has traditionally been underrepresented in the voting booth throughout history. In the Brexit referendum held in 2016, a generational divide in political leanings was revealed; the overwhelming majority of young people voted against the United Kingdom's decision to withdraw from the European Union (Ondrušková & Pospíšil, 2023). This event brought to light the significance of political parties addressing issues that are central to the lives of young people, such as the promotion of sustainable development, educational opportunities, and global mobility.

The Labour Party, which was led by Jeremy Corbyn and was successful in winning the General Election in 2017, was able to successfully rally young voters by providing free college tuition and improved social welfare. A positive response was received from young people who were already familiar with technology in response to the digital strategy that the party employed, which included viral campaign videos and targeted advertisements. It is illustrative of the diverse political behaviour of young Britons that the Conservative Party's platform of stability and economic growth was appealing to young professionals. This represents the diverse political behaviour of young Britons. Social movements and grassroots organisations are responsible for a significant portion of the influence that is exerted on the political participation of young people in the United Kingdom. Young people have been prompted to make sustainability a top priority when casting their ballots as a result of the rise of environmental advocacy groups such as the UK Youth Climate Coalition and Extinction Rebellion (Ward, 2019). In both India and the United States, the role of social media in empowering young people, igniting meaningful conversations, and providing a platform to voices that are underrepresented is comparable.

Comparative Analysis with India

In spite of the fact that the United States of America, the United Kingdom, and India all make use of digital and social media platforms in order to communicate with young voters, the cultural and political environments in each country result in distinct patterns of youth engagement.

In spite of the fact that there is a discernible youth vote turnout in India, it is influenced by a variety of factors, including socioeconomic status, distance from polling places, and regional inequalities respectively. Problems with voter apathy and mistrust of political institutions are more prevalent in the United States and the United Kingdom, particularly among younger people (Bukari et al., 2023). This is especially true in political institutions. For this reason, there are programmes that are designed to assist individuals in voting, such as early voting in the United States and voter education campaigns in the United Kingdom. Young voters in all three democracies exhibit a preference for issue-based politics.

However, the priorities differ:

• In India, issues like employment, education, and corruption dominate youth discourse.

• In the US, racial justice, healthcare, and climate change are prominent concerns.

• In the UK, Brexit-related policies and environmental sustainability are key drivers.

  
  

The use of social media has had an impact on the political behaviour of young people in each of these countries. Both Instagram and TikTok play a significant role in reaching young voters all over the world; however, due to the diversity of India's regions, content needs to be localised and made available in a number of different languages. This stands in stark contrast to the United States of America and the United Kingdom, both of which have a significant population that speaks English. It is common practice for political campaigns in India to incorporate cultural symbols and stories into their messaging in order to appeal to the diverse youth population of the country. While campaigns in the United Kingdom emphasise the importance of having clear policies and taking personal responsibility, their counterparts in the United States focus on telling stories that are motivational and focusing on themes that are aspirational (Kasmani, 2023). While in the United States and the United Kingdom, economic standing and level of education have a greater influence on the political behaviour of young people, in India, caste, religion, and community all play important roles. This is in contrast to the situation in the United States and the United Kingdom. Socialisation with peers and family groups are universal factors; however, the ways in which they manifest themselves vary from culture to culture.

Lessons for India from Global Contexts

From the actions taken by the United States and the United Kingdom, India can gain a great deal of knowledge regarding the process of engaging young people in political activities. To begin, comprehensive voter education programmes that are comparable to those already in place in the United States can give first-time voters the ability to make decisions based on accurate information. The formation of partnerships between academic institutions and organisations that are part of civil society can be extremely important in this regard (Sule & Sambo, 2024). In addition, grassroots movements in the United Kingdom demonstrate how involving young people in the process of policymaking can instill in them a sense of ownership over the procedure involved. It is possible to establish advisory boards and councils at both the local and national levels in order to guarantee that the viewpoints of young people are taken into consideration during the decision-making process. Last but not least, in this age of digital technology, it is more vital than ever before to encourage media literacy and combat widespread misinformation. The development of tools that can identify fake news and campaigns that promote responsible use of social media are two ways that the credibility of political discourse can be improved.

CHAPTER 4

CHALLENGES AND OPPORTUNITIES

4.1 Barriers to Participation

There are a number of obstacles that prevent democratic engagement from reaching its full potential. One of these obstacles is the low level of political participation among individuals who are voting for the first time in India. Young people face a number of challenges that prevent them from actively participating in elections. These challenges include a lack of political knowledge and literacy, indifference, disinterest, and cynicism (Ling, 2023). Despite the fact that this demographic is highly influential in determining the outcomes of elections, young people face these challenges. Because of our capacity to comprehend these challenges, the development of strategies that will promote a democratic process that is more inclusive and robust is contingent upon our ability to do so.

Lack of Awareness and Political Literacy

Young people face a significant barrier in their ability to participate in political processes because they lack the knowledge and understanding of politics that is necessary for participation. People who are voting for the first time often have a limited understanding of how elections are conducted, the significance of their vote, and the political positions that are held by the various parties. Lack of exposure to political discourse at home or within communities, as well as inadequate civic education in schools, are common causes of this ignorance. In addition, there is a lack of involvement in political discourse. It is even more dire in rural areas due to the potential underdevelopment of educational infrastructure, which makes the situation even more disastrous (Sitorus, 2024). There may be a dearth of resources for young people in these regions that provide information about their voting rights, the process of registering to vote, and the reasons why it is essential to make decisions based on accurate information. In densely populated cities, a significant number of first-time voters are dissuaded from casting their ballots due to the overwhelming amount of political jargon and the absence of explanations that are easily accessible and understandable.

The situation is only made worse by the widespread dissemination of false information and the lack of media literacy. In spite of the fact that social media is an excellent method for getting people involved, it also has the potential to expose young voters to information that is either false or biased, which can cause them to feel confused or even disillusioned with the political process. This circumstance highlights the significance of programmes that empower young people to become engaged citizens by teaching them how to vote and providing them with the tools they require to do so.

Apathy and Disinterest

There is a widespread problem of first-time voters' lack of interest and apathy, which is one of the most important factors that influences voter turnout. A significant portion of the younger generation views politics as either a field that is plagued by incompetence and corruption or as a field that seems to have no connection whatsoever to their lives. There is a correlation between people's lack of awareness of how their vote will improve their socioeconomic situation and their decreased likelihood of casting a ballot (Hersi & Ali Addo, 2022). The absence of interesting political stories or people to look up to as role models is another factor that contributes to the disillusionment that people feel with politics. As a result of the disparity in the representation of young people and the preponderance of older politicians, politics is perceived as being uninteresting and unfriendly. The inability of political parties to address issues that are unique to young people, such as unemployment, inadequate educational opportunities, and mental health, only serves to further alienate this demographic. When it comes to encouraging political participation, the family and the community play a significant role by themselves. When children are raised in households where political discussions are either not discussed at all or are ignored, they are less likely to learn about politics or to be interested in the subject. Peer groups have the potential to either encourage people to become more involved in their communities or to make them even less engaged, depending on the attitudes that are prevalent within social circles (Bazurli & Portos, 2021).

Cynicism Toward the Political System

The cynicism of young people is another significant barrier that discourages them from voting. According to a significant number of first-time voters, the political system is plagued by issues such as corruption, nepotism, and broken promises. It's possible that people will stop caring about voting altogether if they find themselves losing faith in the government and believing that their votes won't make a difference. The widespread belief in electoral malpractices such as vote-buying, voter suppression, and biased media coverage contributes to an increase in cynicism. Furthermore, as a result of the lack of accountability and transparency that exists within political institutions, young voters lose faith in their ability to bring about democratically significant change (Watunglawar et al., 2024). People have a negative perception of Indian politics for a number of reasons, one of which is that it is extraordinarily cutthroat and full of campaigns that divide people and attacks on individuals. It is possible that first-time voters, particularly those who are looking for practical solutions to critical issues, will experience feelings of exclusion if there is no meaningful discourse and an emphasis on partisan disputes.

Structural and Logistical Challenges

Those who are voting for the first time typically encounter a number of challenges, some of which are psychological in nature, while others are structural and logistical in nature. The process of registering to vote is typically more difficult for younger people who have recently turned 18 or who have relocated to a city for the purpose of attending school or finding employment. A great number of challenges exist, including the fact that individuals are unaware of the appropriate time to register, the fact that the process is complicated, and the absence of assistance at registration centres. On the day of the election, there are a number of logistical issues that contribute to low voter turnout. These issues include lengthy lines, polling places that are difficult to reach, and a lack of supplies to handle high traffic (Kamil & Indah, 2022). There is a tendency for these issues to be more severe in more rural and remote areas because the infrastructure in those areas is less developed. Additionally, young voters may have a difficult time prioritising voting due to the fact that election dates frequently coincide with other commitments, such as work obligations, academic schedules, or examinations. Despite the fact that early voting and online voting are flexible voting methods that have the potential to resolve these issues, India has not conducted extensive research on either of these methods.

Social and Cultural Factors

Those who are voting for the first time face a variety of obstacles, including those that are social and cultural in nature. Young women, in particular, are discouraged from becoming politically active by the traditional hierarchies and norms that exist within certain communities. As a result of gender dynamics that put restrictions on their mobility and agency, female voters frequently find themselves unable to fully participate in political processes (Harrison, 2023). Certain groups are marginalised or excluded from mainstream political discourse as a result of caste-based discrimination and regional disparities, which further exacerbates the problem. This creates an uneven playing field, which further exacerbates the problem. Underprivileged children and adolescents are prevented from speaking out as a result of this type of exclusion, which also keeps them trapped in a never-ending cycle of disengagement and powerlessness.

Overcoming Barriers: The Way Forward

To get past these problems, we need to change the way we teach, change the way policies are made, and get the government and civil society to work together more. Making civics classes required in schools is one way to help kids learn about their rights and responsibilities as citizens at a young age. Programmes that help people who are voting for the first time and make it easier to register to vote can also get more people to vote. Another important strategy is to use technology to fight false information and teach people how to vote (Razak & Suaheb, 2024). Fake news can be stopped by campaigns that use relatable content, interactive tools, and social media influencers to get young people to vote. To get young people to vote for them, political parties need to focus on policies that help young people and include young leaders in party decisions. It is suggested that politicians and young people take part in town hall meetings, debates, and workshops. This will help first-time voters feel more involved in the political process and give them a sense of control.

4.2 Opportunities for Engagement

Especially first-time voters, India's enormous youth population has a significant opportunity to shape the democratic future of the country. This is especially true for first-time voters. In order to close the participation gap and make the most of these opportunities, it is imperative that the youth of today be actively involved in the democratic process where they are participating. There is a tremendous amount of potential for civic education and awareness campaigns, as well as the utilisation of technology, regarding the mobilisation of young voters.

Use of Technology to Mobilise Young Voters

The proliferation of digital platforms is a particularly useful tactic for reaching out to and energising individuals who are voting for the first time. As a result of the fact that a significant number of India's young people are connected to the internet, the influence of social media, smartphone applications, and other technological advancements could have a significant impact on voter participation. On social media platforms such as Instagram, Twitter, Facebook, and YouTube, a significant number of users are currently engaging in political discourse (Debnath & Hazra, 2023). There are a number of organisations in India that have utilised these channels in order to communicate with young people. These organisations include political parties, nonprofit organisations, and the Election Commission of India (ECI). The dissemination of political information to young people is made more approachable and relatable through the utilisation of live sessions, infographics, memes, and even short videos. Additionally, voter education initiatives can reap the benefits of the power of trends, endorsements from influential individuals, and hashtags.

The proliferation of voter assistance apps for mobile devices is another factor that is playing a significant role. For instance, the "Voter Helpline" app that is offered by the Election Commission of India (ECI) helps to simplify the process for first-time voters by providing resources such as voter registration, polling station locations, and election updates. Additionally, with the assistance of apps that educate voters about party platforms, candidate biographies, and real-time polling updates, young people are able to acquire the knowledge necessary to make more informed decisions. Increasing student engagement in political education can be accomplished through the implementation of gamified methods such as interactive simulations, quizzes, and trivia game (Yudhy, 2023). Young people are encouraged to become politically active through the use of these resources, which make the process of learning about politics enjoyable. Furthermore, teamwork and competitiveness are both encouraged through the use of gamification, which in turn leads to more in-depth conversations about democratic processes and leadership among peers.

The increased use of technology in political campaigns has led to the formation of digital advocacy groups with the objective of reaching out to individuals who are voting for the first time. Through the utilisation of online panel discussions, podcasts, and webinars, these organisations intend to address the challenges that young voters face and to raise awareness about the significance of voting. With the assistance of AI-driven tools and sophisticated data analytics, political campaigns are also able to tailor their messaging to specific demographics.

The proliferation of false information and fake news is one of the most significant challenges that the internet era has brought about (Harrison, 2020). However, there are also ways to deal with these issues that have become possible as a result of technological advancements. In order to provide young voters with access to information that is reliable, partnerships between social media companies and regulatory bodies, platforms that check facts, and campaigns that promote media literacy can be of great assistance. People who are voting for the first time are able to make informed decisions thanks to the establishment of a trustworthy environment that is made possible by technology.

Role of Civic Education and Awareness Campaigns

Civic education plays a crucial role in preparing young voters for active participation in the democratic process, especially first-time voters. An informed electorate is fundamental to a functioning democracy, and ensuring that young individuals understand the importance of their vote, how elections work, and their role in shaping political outcomes is key to fostering long-term engagement in the democratic system. By instilling knowledge and values related to voting and political participation, civic education helps empower young people to become informed and responsible citizens. As the next generation of voters enters the electoral process, it is essential that they are equipped with the tools to navigate the complexities of democracy effectively. In educational institutions, schools and colleges are critical spaces for building political awareness among young people. Civics and political science classes provide students with a foundational understanding of how democracy functions, the significance of elections, and the impact of voting on society. These subjects not only teach the mechanics of voting but also emphasise the importance of informed decision-making and the broader implications of electoral choices. Furthermore, engaging in activities like mock elections and political debates allows students to practice the skills necessary for active political engagement. These interactive experiences make the learning process more engaging and help students develop a deeper appreciation for the democratic system.

To complement classroom education, various outreach programmes play a vital role in reaching first-time voters, particularly those in rural and underserved areas. Many young people in these regions may lack the resources or support to fully understand the voting process. Community outreach programs, seminars, and workshops can bridge this gap by providing tailored information and assistance. These programmes focus on helping young people understand how to register to vote, navigate the voting process, and make informed decisions on election day. Non-governmental organisations (NGOs) and youth-focused groups are often at the forefront of these efforts, ensuring that young people in remote or underserved areas have access to the knowledge and resources they need to participate in elections. The Election Commission of India has recognised the importance of educating the electorate, especially first-time voters, and has implemented various initiatives to promote voter participation. One such initiative is the "Systematic Voter Education and Electoral Participation" (SVEEP) programme, which aims to enhance public awareness about elections, encourage voter registration, and promote active participation in the electoral process. SVEEP leverages partnerships with schools, businesses, and media outlets to reach a broad audience. By collaborating with educational institutions, media channels, and corporate entities, these campaigns are able to target diverse demographics and ensure that young people are well-informed about their civic duties. SVEEP has been instrumental in increasing voter awareness, particularly among young people who may not otherwise have access to formal civic education.

The role of media in civic education cannot be overstated. Newspapers, radio, and television remain powerful tools for disseminating information about elections, voting procedures, and the importance of civic participation. However, in the digital age, social media platforms have become increasingly significant in shaping young people's political opinions and encouraging voter turnout. Campaigns that emphasise the importance of voting, share the experiences of first-time voters, and debunk common myths about the electoral process are crucial in encouraging young people to cast their votes. Influencers, athletes, celebrities, and social media moguls play a pivotal role in these campaigns. Their endorsement of voting initiatives resonates strongly with younger audiences who look up to these figures. When high-profile individuals publicly support voter turnout campaigns, it helps normalise voting and reinforces the message that voting is not only a civic responsibility but also a cool and worthwhile activity. In addition to leveraging influential figures, it is crucial for awareness campaigns to be inclusive and accessible to all young people. First-time voter campaigns must address barriers such as gender inequality, language differences, and disability to ensure that every young person, regardless of background, feels empowered to participate. Making the voting process more inclusive and creating a welcoming environment can significantly increase the likelihood of young people participating in elections. For example, campaigns should provide materials in multiple languages, create accessible voting mechanisms for individuals with disabilities, and promote gender equality in political engagement. Such efforts ensure that no young person is excluded from the democratic process due to these barriers.

The focus of these awareness campaigns should be to create a positive, inclusive, and motivating environment that encourages first-time voters to participate in the electoral process. When young people see that voting is both an individual right and a collective responsibility, they are more likely to feel a sense of ownership and agency in the democratic process. Campaigns that highlight the personal significance of voting—such as showcasing the real-life impact of elections on communities, education, jobs, and health—can further inspire young voters to see their vote as a powerful tool for change. Additionally, these campaigns must work to overcome apathy by making political engagement more relatable and demonstrating how political decisions can shape their lives. Moreover, it is important for these campaigns to focus on voter education rather than merely voter turnout. Educating young voters on how to make informed choices, understand political platforms, and critically evaluate candidates can help them make decisions that align with their values and interests. This informed participation, coupled with high voter turnout, leads to a stronger, more representative democracy. Campaigns that address the importance of making an educated vote can help shift the narrative from simply encouraging young people to vote to ensuring that they are voting thoughtfully and purposefully. In conclusion, civic education and awareness campaigns are vital tools in fostering a politically engaged generation of voters. By integrating civic education into school curricula, organising outreach programmes for first-time voters, and leveraging media and influential figures, we can ensure that young people are not only aware of the importance of voting but also equipped with the knowledge and motivation to participate meaningfully in the democratic process. By addressing the barriers that prevent young people from voting and creating an inclusive, supportive environment, these campaigns have the potential to increase voter turnout and shape a future where every young voice is heard in the political sphere. Ultimately, fostering a culture of informed and active participation among first-time voters will contribute to the strengthening of democracy in India and around the world.

Bridging the Gap Between Technology and Education

The unique combination of civic education and technology makes it possible to create a comprehensive plan for getting people to vote. Some online platforms offer interactive educational content, webinars, and quizzes that can make learning about politics more fun and easy to get to. Giving students real-time access to resources and help is another way that gamified tools and apps can be used with school programmes. Educational institutions, tech companies, and the government can all work together to take these efforts to the next level. As an example, partnerships with sites like Coursera and YouTube can be used to make free courses on civic duty. Then, targeted ads on Instagram and Twitter can be used to get the word out about these courses.

CHAPTER 5

CONCLUSION AND RECOMMENDATIONS

5.1 Key Findings

This study provides a comprehensive understanding of the factors shaping the political behaviour of first-time voters in India, focusing on their motivations, actions, and the challenges they face. The findings highlight that technology, economic changes, and cultural influences significantly impact how young voters make their electoral decisions. Technology has emerged as a game-changer, with social media and mobile applications playing a pivotal role in shaping political engagement among first-time voters. Social media platforms such as Instagram, Twitter, and WhatsApp serve as vibrant hubs for political discourse, enabling young voters to stay informed, engage in meaningful conversations, and form strong opinions on pressing issues. Digital campaigns, gamified voter education initiatives, and mobile apps simplify voter registration, increase awareness of voting rights, and provide real-time updates, thereby fostering a deeper connection between young voters and the democratic process. This tech-driven engagement has redefined political campaigning, emphasising accessibility, relatability, and issue-based awareness. Socio-economic factors like education, employment, and income levels further influence voting patterns among first-time voters. The findings indicate that individuals with higher education levels are more likely to exhibit political awareness and participate actively in elections. Education equips young voters with the knowledge and critical thinking skills necessary to evaluate political platforms, policies, and candidates effectively. Employment status also plays a crucial role in shaping political preferences, as issues like economic policy, job creation, and social welfare gain prominence among working youth. Additionally, income disparities highlight differences in voter priorities, with lower-income groups often emphasising basic necessities, while higher-income voters may focus on long-term developmental policies.

Urban and rural disparities remain a significant factor in influencing voter behaviour. Urban youth, with greater access to technology and digital tools, tend to engage more with online political campaigns and discussions. In contrast, rural youth rely more heavily on traditional methods of communication, such as community meetings and word-of-mouth. This divide reflects the varying levels of infrastructure development and access to resources across regions, which directly impact how information reaches young voters and shapes their political understanding. Cultural influences, such as caste, religion, and regional identities, continue to hold substantial sway over voting preferences. These traditional identities are deeply embedded in India’s socio-political fabric and often guide electoral decisions, especially in rural areas where community ties and social norms are strong. However, the study notes a gradual shift among younger voters toward issue-based and ideological decision-making. This change can be attributed to increased exposure to diverse perspectives through technology and social media, which challenge traditional biases and encourage critical evaluation of political platforms. Gender dynamics reveal a positive trend, with more young women actively participating in the electoral process. Initiatives aimed at increasing women’s political representation and awareness campaigns targeting gender equality have contributed to this progress. However, challenges persist, particularly in regions where socio-cultural norms restrict women’s political engagement. Efforts to address these barriers through education, advocacy, and community involvement are essential to ensure equal participation for young women in shaping the democratic process.

The findings also highlight the challenges faced by first-time voters, including political apathy, lack of awareness, and limited access to resources. Many young voters, particularly in rural areas, lack sufficient knowledge about their rights and the electoral process. Political cynicism, fuelled by dissatisfaction with governance and a perceived lack of representation, further dampens enthusiasm for active participation. Addressing these issues through targeted voter education programmes, awareness campaigns, and grassroots engagement is crucial to overcoming these barriers. On the positive side, there are numerous opportunities to enhance youth participation in Indian democracy. Technology offers innovative ways to engage first-time voters, from interactive apps that simplify the voting process to gamified campaigns that make political education more appealing. Social media platforms provide a space for young voters to connect with like-minded individuals, discuss issues, and amplify their voices. Civic education programmes in schools and colleges also play a vital role in fostering political literacy and encouraging active citizenship among the youth. In conclusion, the study underscores the multifaceted nature of political behaviour among first-time voters in India. Their decisions are shaped by a complex interplay of technological advancements, socio-economic conditions, cultural influences, and personal experiences. While traditional factors like caste and religion continue to play a role, the growing influence of technology and issue-based voting marks a shift toward a more informed and participatory electorate. By addressing the challenges and leveraging the opportunities identified in this study, stakeholders can empower first-time voters to play a more active role in shaping India’s democratic future.

5.2 Recommendations

Based on the study's findings, a comprehensive set of recommendations can be proposed to political parties, policymakers, and researchers to address the barriers faced by first-time voters and enhance their participation in India's democratic process. These recommendations focus on leveraging technology, designing targeted strategies, and promoting civic awareness to foster greater engagement. Political parties hold a crucial role in engaging first-time voters and ensuring their active participation in elections. To effectively appeal to this demographic, parties should embrace data-driven approaches. Utilising data analytics and AI tools can help political parties gain a deeper understanding of the needs, concerns, and preferences of young voters. By segmenting the youth electorate based on factors like age, region, and socio-economic status, campaigns can be tailored to address specific interests, such as education, technology, and employment opportunities.

Engagement through social media is another powerful tool for political parties. Platforms like Instagram, Twitter, and YouTube are widely used by the youth and offer opportunities for real-time interaction. Parties can host live sessions, question-and-answer forums, and produce short, impactful videos to communicate their policies effectively. Collaborating with influencers and content creators allows parties to amplify their messages and connect with the youth on platforms where they are most active. Such interactive campaigns not only create awareness but also foster a sense of inclusion among young voters. Moreover, political manifestos must align with the priorities of first-time voters. Issues such as climate change, job creation, and digital infrastructure resonate deeply with the youth. Clear and concise commitments to these concerns in party manifestos demonstrate a genuine understanding of young voters’ aspirations. Integrating these issues into broader campaign strategies will make parties more relatable and appealing to the younger demographic.

Policymakers have a significant role in addressing structural barriers that hinder the participation of first-time voters. One of the key measures is the incorporation of civic education into school and college curricula. Comprehensive modules on voting, democratic processes, and the role of youth in governance can instill a sense of responsibility and political literacy among students. Such early education ensures that young individuals understand the significance of their participation in shaping the country’s future. The Election Commission of India (ECI) and non-governmental organisations (NGOs) should intensify awareness campaigns targeting first-time voters, particularly in rural and underserved regions. These campaigns should address common barriers, such as political apathy, lack of interest, and misinformation. Tailored programmes that highlight the importance of voting and the impact of individual participation on the democratic process can inspire greater engagement.

Bridging the digital divide is another critical step. While urban youth often have access to digital tools, rural areas lag in technological outreach. Policymakers should implement initiatives to promote digital literacy in rural regions. These programmes can teach young voters how to use voter registration apps, navigate reliable sources of political information, and engage with online platforms for political discussions. Ensuring access to technology and information in these areas will empower rural youth to participate actively in the electoral process. Establishing platforms such as youth councils or forums at both local and national levels can provide young voters with opportunities to engage directly with policymakers. These councils can serve as a bridge between the youth and decision-makers, allowing young individuals to voice their concerns, share ideas, and contribute to policy-making processes. Such platforms can also foster leadership skills and encourage sustained political involvement.

Further research is essential to deepen the understanding of first-time voters’ behaviour and to refine strategies for their engagement. Conducting longitudinal studies can provide valuable insights into how the political behaviour of first-time voters evolves over time and across subsequent elections. Such studies can reveal patterns in voting preferences, changes in political awareness, and the long-term impact of early voting experiences on civic participation. Exploring region-specific dynamics is equally important. The unique challenges faced by voters in tribal areas, metro cities, and economically backward regions require targeted interventions. Region-specific research can uncover localised barriers and help design customised strategies to address the diverse needs of young voters across India.

Additionally, the impact of emerging technologies on electoral processes warrants further investigation. Technologies such as artificial intelligence (AI), blockchain, and machine learning are increasingly influencing political campaigns and voter engagement. Researching their implications on electoral transparency, voter security, and personalised campaigning can provide actionable insights for enhancing the democratic process. By implementing these recommendations, political parties and policymakers can address the challenges faced by first-time voters and create an environment that encourages their active participation. Leveraging technology, fostering political awareness, and designing inclusive strategies will empower young voters to contribute meaningfully to India’s democratic future. Furthermore, ongoing research and innovation will ensure that the evolving needs of the youth electorate are met, strengthening the foundation of India’s democracy for generations to come.

5.3 Concluding Remarks

First-time voters play a pivotal role in the functioning of India’s democracy. Their participation has the potential to shift electoral outcomes and influence the nation’s political trajectory. As the world’s largest and youngest democracy, India has a unique responsibility to empower and engage its youth to uphold the democratic ideals enshrined in its Constitution. The findings of this study underscore the urgent need to address the challenges that inhibit first-time voters from fully participating in the democratic process. Barriers such as political apathy, low political literacy, and socio-economic constraints require targeted interventions to ensure this demographic becomes a cornerstone of the nation’s democratic framework. Political apathy among first-time voters is one of the most pressing challenges. Many young people feel disconnected from politics, perceiving it as irrelevant to their daily lives or mistrusting its capacity to address their concerns. To bridge this gap, there is an urgent need for civic education that fosters political awareness and responsibility from an early age. Schools and colleges must prioritise comprehensive programmes that educate students about voting rights, democratic processes, and the significance of active participation in governance. Empowering young citizens with knowledge can transform disinterest into enthusiasm and cynicism into constructive engagement.

Financial and socio-economic barriers also play a significant role in limiting first-time voters’ participation. Factors such as limited access to technology in rural areas and disparities in education and employment opportunities create uneven levels of engagement. Policymakers must implement targeted initiatives to promote digital literacy and economic empowerment. Bridging the digital divide, particularly in underserved regions, can ensure equal access to information and tools that enable young voters to make informed choices. At the same time, technology offers unprecedented opportunities to mobilise young voters. Social media platforms, mobile apps, and digital campaigns have become indispensable tools for political engagement. These platforms allow for real-time interaction, provide up-to-date information, and offer spaces for debate and discussion. Political parties and civic organisations must continue to innovate in this digital space, using it to reach young voters where they are most active and fostering meaningful dialogue that resonates with their priorities.

Creative outreach programmes also have a crucial role in addressing the barriers faced by first-time voters. Collaborations between political parties, civil society organisations, and influencers can amplify youth-centric campaigns and create a sense of inclusion. Interactive formats such as town halls, live Q&A sessions, and gamified voter education initiatives can make the political process more accessible and engaging for the youth. Additionally, addressing issues that matter most to young people—such as climate change, job creation, and digital infrastructure—can ensure their voices are heard and their concerns addressed in political manifestos and policymaking. Ultimately, the responsibility for empowering first-time voters lies with all stakeholders in India’s democracy. Schools and educational institutions must provide the foundational knowledge required for political literacy. Political parties must design campaigns that are inclusive, youth-focused, and responsive to the evolving aspirations of young voters. Civil society must act as a bridge, advocating for the rights and needs of first-time voters and holding political entities accountable. India’s democracy is only as strong as its ability to engage its youngest citizens in meaningful ways. First-time voters represent not just the future but the present of the nation’s political landscape. Their active participation is essential for shaping policies that reflect the needs and ambitions of the country’s diverse population. By addressing challenges, leveraging opportunities, and fostering collaboration across sectors, India can create an environment where first-time voters feel valued and empowered to contribute. Ensuring their informed and enthusiastic participation will strengthen India’s democracy, securing its vibrancy and relevance for generations to come.

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By Krishanu Kalita

Krishanu Kalita is currently pursuing his Bachelor's degree in Political Science from Arya Vidyapeeth College, Guwahati, Assam. Being a passionate researcher with a deep fascination for political science and the intricate dynamics that shape societies. Driven by an insatiable curiosity, that thrives on uncovering new insights and exploring the "why" behind the world's most pressing issues. With a love for rigorous analysis and a commitment to expanding knowledge,he brings a fresh perspective to his work, blending academic rigor with a genuine enthusiasm for discovery.

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