Beruflich Dokumente
Kultur Dokumente
PGP/17/130
Table of Contents
Proposed Title............................................................................................................................................... 2
Abstract ........................................................................................................................................................ 2
Introduction .................................................................................................................................................. 3
References .................................................................................................................................................. 14
Proposed Title:
Abstract:
information. It conveys all information to common people of common interest. Now new media
especially social networking sites have given more space to participate common Indian in all
social issues. Apart from serving as a networking medium, social media has also played an
important role in mobilizing people as activists and generating citizen response to political
activities. Recently concluded, Delhi (2014) assembly election has proved it. All big shots of
national & regional political parties used social networking sites extensively to communicate
voters. This paper tries to understand how social media is impacting overall political scenario in
India. How political parties in India and all over the world are using social media as a tool for
Introduction:
The last decade has witnessed rapid Internet penetration in India. Over the past four
years, Internet usage in India has rose from 100 to 200 million, which is too fast as compared to
time it took to rose from 10 to 100 million. A report from the Internet and Mobile Association of
India (IAMAI) estimates that by the end of June 2014, India would have 250 million Internet
users, and also it is expected to overtake the US as the second largest Internet base in the world.
Indians are rated as one of the most active social media users in the world. The Internet’s
socio-economic impact is becoming more and more visible in India. The Internet is helping
people in India in almost all aspects of life such as education, socialisation, healthcare,
communication, entertainment and development. Now, after transforming many facets of Indian
life, the Internet has found new use and is emerging as a tool for political strategists and leaders
of political parties.
As India’s Internet penetration and its users are growing rapidly, people are entitled with
the Internet’s ability to help them connect and learn about politics, political parties, and their
leaders. The Internet has opened the door of politics in India for all. Almost all major political
parties in India have their presence over internet through websites, Facebook pages, Twitter
Have anyone ever thought that the mare tweeting of a few words can provoke and
organize “mass revolts”, and finally oust totalitarian regimes? In politics, the Internet can be used
in many ways, for example for mobilizing people, fundraising, advertising, recruiting,
messaging, geographic targeting and grassroots organizing. This is now happening in India as
political parties are trying to use the Internet to add new members, create larger volunteer bases,
and asking people for donations, votes and support. For example, the AAP asks for nominations,
suggestions and donations for the upcoming 2014 general elections through its official website.
Now after realizing its impact all political parties are regularly updating their websites and
developing new plans and strategies to maximize the Internet for political benefits. Along with
websites, politicians are using the Internet to express their views and opinions via different social
The Internet is definitely emerging as a new force in Indian politics, but an important
question is whether it is good for Indian politics? As per Christina Maza , “The Internet is giving
a voice to previously marginalized people and groups and allowing for the articulation of
alternative political discourses to a wider audience than ever before.” This is to some extent
applicable in the Indian political scenario. The Internet in India is offering opportunities for
people to participate in interactive political social media campaigns and become political
activists. It is also helping voters to better know and chose candidates. Metrics such as voter data
and candidate details such as attendance in Parliament, criminal records, when available on
social media, will change the way the voter sees towards a candidate (IRIS Knowledge
Foundation & IAMAI, 2013). As per present circumstances, it can be easily seen that Internet
use will shortly bring a paradigm shift to Indian politics. Presently, the Internet is providing new
opportunities for political mobilization and participation in India. In fact, changing a lot of
things for both leaders and voters. These, however, are still early days for the Internet in Indian
politics, and one cannot predict with certainty how much will Internet will impact Indian
elections which are usually designed around sentiments, public rallies, and low voter turnouts,
Problem Structuring
a) Stakeholders Analysis:
Government
Political
Policymakers
parties
Social
media
Election
community
commision
Voters
This has imposed new challenges over its New medium to express views
governance on the actions of candidates etc. Can know and chose candidate more rationally
Increased and almost free medium for Use this medium to raise voice against social and
campaigning undemocratic actions causing political outrest.
Can make or break government Almost all parties have their presence over social
Challenges over Filtering contents on social media through websites, blogs etc.
media since might prove to be reason for Parties using this medium to reach young and
Enforcing IPR, ensuring online privacy. socially sound voters and attract them
BJP, Congress, AAP,SP etc.
Policymakers Community
b) Causal Loop:
+
Social Media
and Internet
Penetration
Effective Awareness
government aginst Socio-
actions economic
The causal loop diagram explains the impact of social media on Indian politics , as one can
observe increase in internet penetration increases the total number of social media users this will
have positive effect on society as it will help increasing awareness against various socio-
economic issues. This increase will attract more and more political parties to have their presence
over internet. Voters will get much more insights and choice to make rational decision among
candidates. This will enforce Existing Government to take decisions in favour of people and
liberalise internet policies to ensure freedom of speech which would again increase social media
penetration.
Literature Review
1. “Social Media, American Interests, and the Arab Spring”
Arab Spring events that began in late 2010 changed the political scenario in many countries all
over the world. The contribution of the social media and Internet to the events of the Arab
Spring has led to idea that open access and a free Internet can eventually turn out to be a good
weapon. This paper examines that idea, through examples that highlight the dangers associated
with it. The ability of social media to quickly reach masses and allow them to share and spread
This paper examines the role of social media in political change scenario in the context of the
Arab Spring uprisings. Clay Shirky’s and Malcolm Gladwell’s arguments regarding the
importance of social media use in revolutions are analysed. This essay finally concludes by
outlining Evgeny Molotov’s arguments, and his contentions that Internet and social media can
serve as tools of oppression rather than emancipation, and disseminators of hatred and
propaganda rather than democracy and tolerance. Finally, it also analyses the roles,
This paper by Dr. Atanu Mohapatra studies the role of the media as an - institutional limb of the
modern democracy‖ during the recently held Jan Lokpal movement which was unprecedented in
many ways. This article also points out that massive use of social media in Lok Pal movement
turned out to be a trend setter and can be seen as a successful experimentation for good cause.
People can use social media content to get the status of a movement and identify the goals it
wants to achieve. Finally it essays out how the movement that was initiated by the social media
influenced the traditional media which ultimately resulted in grabbing the attention of whole
This paper by Parida S. K. and Das A analyses the importance of social media and at the same
time emphasizes on the importance of innovative ideas for its effective impact. It also points out
how politicians are using social media for wooing younger population with reference to a study
of recent developments in the state of Odisha undertaken by Chief Minister Naveen Patnaik who
has to woo young voters, who constitute approx. above 40 percent of the total electorates in the
state, This paper concludes with a notion that social media will become an important platform for
election campaign in near future. And no doubt Social media will prove to be a game changing
Public Perception"
This article by Mr. Ratnesh Dwivedi emphasizes over social media’s role in publicizing political
activities such as protests, and also tries to answer two important questions in the context of
Is there any evidence that such actions have led to substantive political change?
Is it possible to develop a set of reflectors to more effectively capture the impact of new
It concludes with findings that the roles of the social media, in promoting good governance
This article written by Alessandro Cisilin focuses on current developments in Indian politics
those are influenced by social media regards with next year’s assembly elections in the rapidly-
growing “IT-India”.
It also gives brief summary of successful social media political campaigns all over the world till
now such as one that is very famously referred to as is first Obama presidential victory in 2008.
This book by Philip Behke is a compilation of 13 essays and studies that show the role social
networking in political communication in Asian countries. Each of the 13 chapters shows how
online networking communities and social networks such as Facebook, Twitter and blogs, are
now a days used as a medium in the general political communication the Asia — either active
or passive way. This book talks about prime ministers, politicians, Presidents and their first steps
with Twitter and Facebook, and also about the politically influenced bloggers who are
courageous enough to expose their self-opinions to a large audience. The facts and figures in the
This research addresses the issue of developing political interest by evaluating one of its key
influencer, the social media. Using a panel of 499 teenagers those are surveyed annually for
three consecutive years, this study examines how political interest is affected by constant
political discussion within a teenager’s friends, teachers and family. Analysis of the data
confirmed that parents who discuss politics have children’s who are interested in the politics.
Friends were often found to be on par with parents in their ability to influence political interest,
and results about teachers showed that some courses, such as history, can play an important role.
This research paper by Annie Hellweg points out how politicians can use their Facebook and
Twitter handles in the most effective and innovative fashion and incorporate these new social
media outlets as campaign tools and strategy. It concludes as voters value personable content
over general electability. Voters received more positively politicians with personable content
compared to those who relied on professional content from Twitter which was studied.
10. “The Impact of Social Media in Social and Political Aspects in Malaysia: An
Overview”.
This paper by Lalitha Muniandy examines the impact of social media in the political and social
aspects, specifically in the Malaysia. Social media has changed the Malaysian sphere in all
aspects of life. Social aspects cover basically on how social media is helping Malaysian people
to communicate with each other. And Political aspects talks about the changes brought by social
Research Objective
The Objective of this research is to analyse the Role of Social media in modern day Politics and
study its impact on Indian Political scenario in the context of upcoming General Elections.
Research Questions
Below are the Research Questions which will be addressed during this research project:
1. Is the Internet/Social media really emerging as a new player in the world of politics?
2. Can Social media presence change how voters think and make decisions?
4. How political parties are capitalising over free and widespread network of social media?
5. How has and how Internet will continue to change the politics in India?
The proposed methodology is basically based on the research objectives. Research would
be done through various methods and correct data support for hypothesis. Theory provides a
Literature Review would help as a starting point to build more insights and
understanding over the problem. Research would help to make hypothesis based on
findings related to impact of social media over the years on world politics.
Business Research Methods Page 11
Impact of Social Media on Indian Politics
After bringing hypotheses after historical literature survey we should test those
hypotheses with proper data analysis. Data related to users of various social media sites
and voters will be useful to make conclusions. Data can be collected through proper
media penetration all over the world and most specifically in India. It has urged everyone to be
innovative to get benefitted. It all started with 2008 US elections and then there after whole
world have time to time experienced the power of social media through various revolts etc.(eg.
Arab spring).
Now as General Elections (2014) In India are approaching fast its important to see how
Indian political parties are making use of these newly identified medium of campaigning to reach
out wider audience. Also its important to study dark side of Social media.
Limitations:
This research will be conducted in the major cities with focus groups being selected from
each place. Also it is fact that Social media presence of rural population is almost negligible so
this study would not be able to efficiently capture impact over rural areas.
Since this research involves qualitative data, the data can be influenced by
The non-cooperation of the social media users might lead to the delay in the information
being collected. and also there is problem of fake profiles that may result in wrong data.
Reference
1) Jordan Cook (2013), “Social Media, American Interests, and the Arab Spring” Dalhousie
2) Sarah Joseph (2012) “Social Media, Political change and Human rights”. 35 B.C. Int’l &
3) Dr. Atanu Mohapatra (2013), “Lokpal and the role of media in propping up
4) Parida S. K. and Das A. (2014), Social media in relation to politics in Odisha, India: An
6) Alessandro Cisilin (2013), Deconstructing Social Media in India. Journal of south asia
Singapore
10) Annie Hellweg (2011) “Social Media Sites of Politicians Influence Their Perception by
11) Lalitha Muniandy (2013), “The Impact of Social Media in Social and Political Aspects
12) Schipul, E., & Keeney, D. (2011). War of words: Social media's role in provoking
13) http://cgcsblog.asc.upenn.edu/2014/02/14/is-the-internet-becoming-a-new-political-
mantra-in-india/
14) http://www.policymic.com/articles/19998/how-facebook-changed-politics-forever