How Social Media Shaped Political Communication in India: A Journey from Padayatra to Social Media

Abstract

The journey of political communication in India has witnessed a profound transformation, moving from traditional methods like Padayatras, political rallies, and small meetings to the adoption of print media, broadcast media, and, most recently, advanced social media platforms such as Twitter, Facebook, WhatsApp, and Instagram. This article explores this evolution in two sections. The first section traces the historical trajectory of Indian political communication, engaging with fundamental theories and perspectives from padayatra to social media and on the role of social media in shaping public discourse. The second section focuses on the significant changes introduced by social media in Indian politics, including increased voter engagement, data-driven strategies, and challenges such as misinformation and echo chambers. By examining these developments, the article highlights how social media has reshaped the landscape of Indian political communication, presenting opportunities and challenges for Indian democracy.