Letters to the EDITOR: Role of Social Media in Election Campaigns

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Role of social media in election campaigns

In recent years, social media has emerged as one of the most powerful tools in modern political campaigning. No longer limited to entertainment or casual conversation, platforms like Facebook, Twitter (X), Instagram, and YouTube have transformed into influential arenas where political narratives are built, tested, and amplified. With the rapid increase in smartphone penetration and internet accessibility, social media has become the frontline for political engagement, shaping the way candidates communicate and voters respond.

The ability to reach millions of users instantly makes social media an indispensable asset in any election campaign. Unlike traditional forms of media that require significant financial investment and depend heavily on third-party gatekeeping, social media offers a direct, unfiltered line of communication between politicians and the public. This real-time interaction not only helps candidates build their image but also allows them to respond quickly to public concerns, emerging issues, or political criticism. For younger demographics especially, social media often serves as the primary source of political news and election-related content.

Campaigning on digital platforms is also remarkably cost-effective. Candidates and political parties, regardless of their size or financial strength, can engage with diverse audiences through organic content or affordable targeted advertising. This has levelled the playing field to some extent, allowing newer voices and independent candidates to compete in a digital space alongside established political heavyweights. Furthermore, the analytics and data available through social media allow strategists to tailor content according to audience demographics, geography, and interests—making campaign messages more personalised and effective.

Beyond direct engagement, social media also plays a critical role in shaping public perception. Through curated posts, live videos, and behind-the-scenes glimpses, politicians are able to humanise themselves and build emotional connections with voters. The medium allows for storytelling that is visual, personal, and engaging—an essential feature in a time when public attention spans are short and highly fragmented.

However, the growing influence of social media in elections is not without its challenges. The spread of misinformation, deepfake content, and politically motivated fake news has raised serious concerns about voter manipulation and digital ethics. Organized disinformation campaigns, often executed using bots or paid troll networks, can distort public opinion and polarise communities. As a result, social media companies are under increasing scrutiny to enforce transparency, content regulation, and fact-checking mechanisms—especially during election seasons.

The impact of social media on elections has been clearly visible in both global and Indian political landscapes. In India, for instance, the 2014 and 2019 general elections demonstrated the strategic use of social media, with political parties deploying digital teams to manage online narratives and voter outreach. The integration of memes, hashtags, influencer collaborations, and live campaign coverage reflected a new era of tech-savvy politics.

Social media has redefined how election campaigns are conceived, delivered, and experienced. It has opened up new possibilities for engagement, made campaigning more accessible, and turned digital influence into a decisive factor in electoral outcomes. While it brings innovation and reach, the medium also demands responsibility—from both politicians and platforms—to uphold the integrity of democratic processes.

Chandasmita Kashyap

Guwahati, Assam

Deep slumber

Finally, decades after Late Bishnuram Medhi’s government, our government has awakened from a deep slumber to reclaim the government, xatra, forest, VGR, and PGR land from the illegal encroachers of doubtful nationality. Every bonafide Asomiya, with the exception of the three so-called 'Gogois', should be appalled by the rate and type of encroachment by people of doubtful nationality. Maximum illegal encroachment by the people of erstwhile East Pakistan took place during the tenure of former CM Tarun Gogoi, who was guided by a cabinet minister with doubtful integrity during whose tenure as forest minister rhino poaching almost became a routine. We all know that the encroachers are like locusts and weeds. They thrive in any weather condition.

Eviction and deportation are the only two viable options. So, the eviction and deportation of these kinds of parasites must be carried out without any leniency. So, my fellow Asomiyas, let us stand together behind our government’s current drive, or else, the writing is very much on the wall.

Joel goyari.

Tangla

Disheartening speech

Jorhat MP Gaurav Gogoi’s speech on the floor of the parliament in the ongoing monsoon session was very disheartening. Though he may be more fluent in Hindi than his mother tongue, his repeated attack on our armed forces is regrettable. He, like his master Junior Gandhi (Rahul Gandhi), has more faith in the foreign forces than in our armed forces.

When our Air Force has categorically denied any shooting down or damage to our Rafales and other fighter planes, then why does he believe in the false propaganda circulated by the Pakistani social media handlers? We all know that according to Pakistani social media handlers, they claim victory in 1948, 1965, 1971, the Kargil War, and the latest one during Operation Sindoor. Commoners like us are forced to believe that Junior Gogoi, whose wife is working under the Pakistani government, has certain compulsions to please his wife’s bosses.

The height of all jokes was when Gaurav Gogoi questioned why our fighter bombers fired missiles from a distance instead of going near to the target. He should ask himself in which era he is living. Someone should remind him that modern warfare is highly developed, where an advanced military can cause immense damage to the opposition camp without coming closer to the opposition territories. He also asked PM Modi to reclaim POK, but before asking such a question, he should question the veterans of the Congress party about why Pandit Nehru and Indira Gandhi gave away POK to Pakistan in the first place.

If people like Gaurav Gogoi and Rahul Gandhi are at the helm of a national-level political party, then I am sorry to state that the future looks bleak for INC. Both the MPs need good and quality education in every sphere. I want to remind Gaurav Gogoi that he is elected by the voters of Jorhat to be the voice of common people of India, not to act as the spokesperson of Donald Trump and Pakistani intelligence agency ISI.

Pratap Chandra Dutta,

Silapathar.