Changing Landscape Of Political Communication In The Age Of Social Media: A Review Article

Abstract

This research paper explores the critical role of political communication in democratic societies like India, emphasising the synergy between politics and communication. It traces the historical evolution of political communication from ancient civilizations to the contemporary digital era. The study highlights how social media platforms such as Facebook, Twitter, WhatsApp, Instagram, and YouTube have revolutionized political campaigning, enabling direct engagement with voters and bypassing traditional media. The paper examines the impact of these platforms on voter behaviour and campaign strategies, particularly in Uttar Pradesh, a key political battleground. It also addresses the challenges posed by misinformation and the need for effective content moderation. The research categorizes existing literature into three domains: the rise of social media, the role of social media channels in UP elections, and issues affecting public perception in UP. The study concludes that effective political communication is essential for building lasting relationships, encouraging discussions, and advancing societal welfare in Indian democracy.