Social Media Strategies in Election Campaigns:A Study of a U.P Assembly Election 2022

Abstract

In the present networked society, social media has become a part of our daily life.  With its growing influence on the voters, social media have emerged as a powerful vehicle of political communication in India like any other country. Various social media tools are used by both politicians and citizens  to engage and influence each other. User-generated information on social media has a significant impact on how people perceive politics and how they vote.
On the eve of elections, politicians use social media platforms to build online profiles, share messages, and spread their agenda.  A quick glance at the social media accounts of politicians reveals that since the Delhi assembly election in 2013, the usage of social media technologies in political campaigns has been steadily increasing. Political parties and candidates tried to use social media as much as they could during the UP-assembly election of 2022 in an effort to sway voters. 
This paper analyses the social media campaign strategies of the mainstream political parties and their candidates in the Aligarh (Koil) constituency through an analysis of their Facebook pages.