Social Media Relevance in Political Management in India

Abstract

In the present digitalized era every sphere of life is affected by high use of social media which has become a vital medium of communication and political management is no exception in this regard. Political parties are also exploiting the social media means in impacting the voters and in creation of their political image and marketing. India’s 2014 general election has witnessed the extensive use of this social media platform as a means of disseminating effective communication and information. Methodology: in this research the author has reviewed the literature related with the social media use in political management. Findings: Social media in recent days has become a vital medium for political mobilization, creating political awareness in social media users, influencing expected voters, using virtual platforms on social media in the form of Tweeter, You Tube, What App, Facebook and many more. This also proving to be cost efficient and helping politicians in the time saving and schedule management during the busy schedule especially at the time of elections. Implications: Emergence of social media as an important tool for political management and influencing youth and voters, opening various job opportunities for the youth by handling of social media accounts of politicians and political parties and assuming role of political marketers. The findings are valuable to political parties and academicians. The study can be used by them. Originality: This research work is purely the author’s work and all the references are duly cited by the author.