Role of social media in the Madhya Pradesh Assembly Election 2023 A Study of Digital Campaigning and Voter Engagement

Abstract

The Madhya Pradesh Assembly Election 2023witnessed an unprecedented integration of social media platforms in political campaigning and voter outreach. This study examines the role social media played in shaping public opinion, disseminating political narratives, and influencing voter behavior during the election. By analyzing campaign strategies of major political parties on platforms like Facebook, Twitter, Instagram, and WhatsApp, the paper highlights how digital communication complemented traditional methods to reach diverse demographics. The research draws on content analysis of social media posts, engagement metrics, and survey data from voters to evaluate the effectiveness of these platforms in mobilizing support and countering misinformation. The findings suggest that social media significantly enhanced political visibility, especially among younger and urban voters, while also posing challenges related to polarization and the spread of fake news. This paper contributes to understanding the evolving dynamics of electoral politics in India in the digital age and offers insights into how social media is reshaping democratic participation. Nevertheless, the study highlights critical concerns regarding the spread of misinformation, the formation of echo chambers, and increasing digital polarization—all of which have the potential to undermine democratic integrity. It underscores the urgent need to promote digital literacy, implement ethical frameworks, and hold platforms accountable to ensure that social media remains a channel for inclusive, transparent, and well-informed political engagement. This research adds valuable insight to the growing conversation on the digital transformation of electoral politics in India and sheds light on the changing dynamics of voter-candidate interaction in the modern democratic era.