Paper Details

The examination of the impact of modern technology on political and social life primarily focuses on mediated communication. It is widely accepted that contemporary political and social life is largely conducted through various forms of mass media. It explores how different technologies of the modern era, such as the printing press, the development of electronic and digital media, and the more intricate and interactive nature of present-day social media, affect political and social life. Although the study places more emphasis on social media's influence on political life rather than social life, it is probable that the findings discussed here can be applied to a broader understanding of the media's impact on society and social life. Considering that India is a diverse and sizable country, it is expected to have complex political climates. Since the first appearance of Internet presence in the political landscape during the 1996 elections, India has witnessed a novel form of political campaigning known as "cyber politics," utilizing the Internet and other digital technologies. The current study looks at the relationship between social media's use and ascent as instruments for Indian political parties' election campaigns. Social media is becoming an important campaign tool in the Indian electoral system. Political parties and candidates can more successfully and quickly contact a large number of voters with the aid of social media. Social media gives political parties and candidates the opportunity to communicate directly with voters about their values, objectives, and successes, which increases their sense of involvement in the campaign.

Social Media, Election Campaign, Mediated Communication, Mass Media, Digital Technologies