EMERGENCE OF SOCIAL MEDIA AND ITS EFFECT ON POLITICAL BEHAVIOUR
Keywords:
social media, politics, fake newsAbstract
The recent trends in politics have demonstrated the viable role that social media play in propagating the political actions of the political parties, government and other political institutes. From Political Participation to Political Communication, Political Behaviour impacts all such factors, and social media acts as a catalyst for political behaviour. The 2014 Elections in India that saw for the first time extensive use of Social media in election campaigns, apart from that, the 2009 Iranian revolution, 2012 Arab Spring and the 2016 US Presidential Elections, all these political events demonstrated the reach and impact of social media on politics. With over a billion combined users across the globe, social media is seen as a major platform for political actions. It culminates opinions and influences the reactions of citizens. Its unparalleled reach amongst the youngster has prompted the political agents to resort to social media. In addition to the vast audience that it caters to, social media is the fastest medium to communicate a message at mass level. Its reach across the borders without hassle aids in shaping opinions on International Political subjects. It can be used to create pressure from outside the country or to influence other country’s citizens for their support or dissent, as the case may be. This paper aims at studying the impact of social media on political behaviour. Objectives of this paper were chosen after much deliberation on contemporary political trends and changes that have occurred since the beginning of this century. The primary aim is to understand the various components of political behaviour that are influenced by social media and also to elucidate upon the manner in which such influence is exerted. Further, merits and demerits of social media’s impact on politics have been analysed critically to reach a fair and just conclusion.
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