Social media -the new weapon in indian democracy

Abstract

Media has always been a significant pillar of the society. Apart from reporting the happenings, it also builds public opinion. This puts media in a powerful position in a democracy. The media space has changed a lot with the emergence of social media. It is a platform that reflects the pulse of the society. For the world's largest democracy India, elections fit as the greatest religion. Political marketing is growing in at a fast pace with every party bringing in more of newer tools and techniques to woo electorate. Formally launched on 26th November 2012, Aam Aadmi Party (AAP) ran its agenda and emerged as the second most voted party in the Capital. It drew young voters by creating an online buzz, using social media platforms like Facebook, Twitter and YouTube. AAP effectively used these platforms to interact with voters, make voters aware about the party's manifesto and raising funds for their party, besides keeping the campaigning cost within limit. AAP strongly believes that social media would not be about "influencing" but "shaping opinion and policies". Even, regular tweets by celebrities and media barons motivate the general mass in creating their own opinion. The present study highlights the impact of social media as a platform of nation building through political, social and cultural democracy.