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Introduction
Social media is a tool, or more accurately, a piece of technology that emerged with the modern digital age. It allows people to communicate and express their ideas over platforms like Instagram, Twitter, Facebook, and others. This is, however, a definition suited for ideal conditions. In reality, when society itself is not perfect, how can social media remain free from flaws? This article explores the role of New Media in politics, focusing on the use of social media in India's political scene and asking whether it has changed from being a platform for expression into a tool for manipulation.
Social Media and Its Role in the Current Political Landscape
The political landscape, both in India and globally, has shifted dramatically in terms of how media is used. Traditional political marketing through newspapers, television, and magazines has become obsolete giving way to an increasing focus on New Media channels, especially social media platforms. Major political parties and figures now have a strong presence online. In India, for example, national parties like the BJP, Congress, and Samajwadi Party, as well as U.S. parties like the Democrats and Republicans, all have millions of followers on these platforms. It's not just parties—politicians themselves also maintain significant online followings.
This surge in social media presence stems from the fact that these platforms operate with little regulation or oversight from institutional bodies, both nationally and globally. However, the freedom once associated with social media is being squeezed by governments, who pressure platforms to remove posts that are critical of their actions. This trend has grown as political investments in social media have increased. A clear example of this is when the Indian government asked Twitter to remove certain posts and accounts during the farmer protests, sparking backlash from Twitter and civil society. Moreover, India holds the title of "Internet shutdown capital" of the world, showing how the government exerts pressure to control what happens on social media.
Social media platforms are designed to encourage free communication and the sharing of ideas. Political parties use these platforms to share their views and, sometimes, spread propaganda in ways that appeal more to the public today. Since these platforms are open to everyone, political parties have the freedom to present their ideologies, often using humorous tactics like short reels. This allows them to express their opinions and criticise opponents without facing too much backlash, even for views that would traditionally be seen as controversial.
Political actors across the globe have manipulated social media to the point where it has shifted from being a tool for communication to one for controlling ideas and opinions. This manipulation affects how people think and influences their decisions, often without receiving much negative feedback. Something that was supposed to be an idea of free flow of communication has been turned into a political weapon by the current political strata of the world. To understand how social media is used to manipulate citizens, let’s look at the example of the Indian General Elections of 2024.
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The Use of Social Media in the Indian General Elections of 2024
The 2024 Indian general election witnessed extensive social media warfare, with political parties actively using these platforms to promote their ideas and criticize their rivals. These elections were more reliant on social media strategies than on traditional media. In this election, the incumbent government saw a decline in support and a rise in the vote share for opposition parties, which could be credited to the strategic use of social media for spreading their messages.
According to Statista’s global rankings, the BJP is the largest political entity worldwide in terms of membership, and its presence on social media is equally dominant. Its IT cell plays a crucial role in promoting the party's ideologies and ensuring its presence in all major discussions. The BJP’s IT cell regularly creates memes that target opposition parties, inflate their achievements, and articulate their political agenda. This has helped the party maintain strong support among the youth and middle-aged populations, as confirmed by the CSDS-Lokniti survey.
However, as political dynamics evolve, opposition parties like the INC and Samajwadi Party have realized the value of effectively using social media to connect with younger voters. This election was marked by intense social media battles between political ideologies, personalities, and parties. While these platforms offer relatively unrestricted usage for political parties, issues like defamation, the hurting of identities, or differences in opinion can still trigger legal intervention, as seen when the Election Commission ordered the removal of deepfake videos involving figures like Union Minister Amit Shah and Congress leader Rahul Gandhi.
In a country as diverse as India, it’s crucial that the population remains vigilant against such tactics. Any group gaining an unfair advantage based on misleading social media content can disrupt the unity of India’s political landscape. Indian politics has shifted from being a space of consensus to a battleground of warring ideologies, far from the vision the nation’s founding leaders had in mind. Former Prime Minister Atal Bihari Vajpayee once said, “Governments will come and go, parties will rise and fall, but this country must endure.” Unfortunately, Indian politics seems to have forgotten this principle, becoming more focused on vote banks than on the developmental goals for the people and the country.
A Divided Space
The ruling party has not only used social media to dominate the political campaigns of other parties but has also restricted the public’s right to political expression by pressuring platforms to remove certain posts and accounts. In some cases, individuals have even been arrested for allegedly threatening national security or hurting sentiments by expressing their views online. Despite these challenges, the opposition did not back down, making bold accusations even when there was little evidence to support them.
This situation reflects a broader issue in India’s political sphere—social media, which was meant to be an open space for discussion and sharing ideas, has been transformed into a toxic platform used by political players to push propaganda and secure votes.
In India, social media is increasingly used to manipulate voters, sometimes by creating divisions among the population. False accusations and fabricated content are common, and these tactics often mislead the public and sway voting behaviour. This "divide and rule" approach is ironic, considering India fought for unity during its independence movement. Some parties have exploited social media's lack of regulation, using controversial posts to solidify their voter base.
The people of India must recognize these manipulations and be critical of the content they encounter on social media. Unfortunately, most users are unaware of how their opinions are being shaped by political campaigns, turning them into mere pawns in the hands of parties. This is a dangerous trend that could negatively impact public discourse for future generations. Civil society must step in and take action to ensure that political campaigns align more closely with the foundational ideals of India.
Conclusion
We’ve explored how social media has evolved from a public platform into a powerful tool for political manipulation. Initially used by the general public, it has now been overtaken by political forces. This raises a crucial question for all of us: With so much information and misinformation at our fingertips, will we take the easy path of believing everything we see, or will we be more vigilant and critical of the content we consume? As the saying goes, “People have no one to blame for their deception but themselves.”
By Yug Singh Chauhan
Bio
Yug Singh Chauhan is a Second Year English Hons. student from Hindu College. He has an avid interest in journaling, literature, politics and economics along with the aspirations in field of Journalism.
References
Social Media by Andrea Calderaro
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