Author: Sweta priya
Publication Year: 2024
Keywords: thesis
Abstract: ABSTRACT
The power of media has always been there to help build perceptions and today the digital media is defining the message. Social Media has transformed politics globally. In the Indian political arena, the term Social Media became popular in the parliament elections of 2014 but much has changed since then, in these years, the number of internet users has more than doubled to almost half a billion users and the number of urban internet users today surpasses the total number of users in 2014. With high level of awareness, national issues have become a part of the core narratives at the local level also.
It is believed that the fourth pillar of democracy is the mass media. Liberal media theory highlights the value and necessity of independent media in a democratic society. On this platform, political parties also start the online campaigns. Social Media political discourse has grown in significance for young people in this environment. What results from young people participating in political debate on Social Media? The relationship between social media, youth, and politics is a topic of interest raised by this query.
Before liberalization in 1991, the conventional mass media were either concentrated in a few number of government hands, like Doordarshan and Akashwani, or in the private sector, like individual proprietorship in India. These equations have changed with the introduction of Social Media. The question that now needs to be answered is how these changes have affected political discourse throughout the political spectrum. Can social media be referred to as people's media?
Social Media's ability to mobilise people is now widely recognized. The 2011 Arab Spring and the 2012 India anti-corruption movement are frequently cited as the most pertinent examples of political mobilization. Whether political debate on Social Media can inspire the youth in Uttar Pradesh is an intriguing subject.
In the modern world of democracies, political engagement is seen as a requirement for success. Participation in politics is what makes democracy work. The usage of the media in politics is facilitated. How effective is Social Media here? It's interesting to be known of this fact. People criticise the media for taking a biassed stance. Social Media's growth as a form of alternative media is regarded as democratising mass media. This makes the contents accessible to anybody, everywhere, at any time. Knowing how Social Media democratised information in these circumstances has been important. Innovation is always led by young people. Social Media includes two key components. The young person has two direct entry points to this platform, and he may also complete this process using his smartphone. Studies in these fields indicate that youngsters use their smartphones frequently. He makes advantage of social networking in a similar manner. If his engagement has boosted his interest in politics, that would be interesting to know.
Significance of this study can be attributed to the rapidly growing internet and Social Media penetration all over the world and most specifically in India. It has urged everyone to be innovative to get benefitted. It all started with 2008 US elections and then there after whole world have time to time experienced the power of social media through various revolts etc. In India, the General Elections of 2019 establishes it's important to see how Indian political parties are making use of these newly identified medium of campaigning to reach out wider audience.
Social Media has emerged as a vital tool of communication and has created new ways of mobilizing public opinion and encouraging interactive participation in political and civic activities. Such a scenario has equipped the netizens to critically monitor the governments and vested interests of political parties. Conversations seeded online have found their way into mainstream media, and get read, seen and discussed in towns and villages.
Can social media, especially Facebook and Twitter, be used for an effective political engagement among youth in India?
The popularity of Facebook among youth has brought about a significant change in the way political communication is carried out with the aim is to engage the voters, first time voters, individuals, opinion leaders and similar people. It is for this reason that the Facebook-Cambridge Analytica data scandal was a major political scandal in early 2018 when it was revealed that Cambridge Analytica (A political Consulting Firm) had harvested the personal data of millions of people's Facebook profiles without their consent and used it for political advertising purposes. The purpose of this study is to understand the scope of Social Media as a tool for influencing political effectiveness, knowledge and participation among youth. And up to what extent the political parties engage in Social Media discourse for political campaigns and what are the activities young people do on Facebook and Twitter related to political engagement?
The research intends to complement and question the existing theoretical and conceptual perspectives of Agenda Setting Theory applicable to media content producers and media users.
In order to achieve the purpose of the research project, the thesis is divided in to following 05 chapters:
Chapter 01: Introduction
The study's topic is introduced in this chapter. Indian Youth and Political conversation on Social Media have been discussed in the first chapter of the introduction. Social Media is described in the chapter as a new avenue for political communication. India has become the world's IT superpower. This significant advancement made it easier for communication systems to go digital
Chapter 02: Literature Review
The theoretical side of Social Media and political communication is covered in the second chapter. This chapter analyses several perspectives and another relevant element about politics and Social Media. The theoretical underpinning for the connection between Social Media and politics is introduced in this chapter. The part of Social Media in political mobilization is the main point of emphasis.
Chapter 03: Research Methodology
This chapter describes the systematic research methods used to obtain a high level of reliability and validity with the intention of attaining the study objectives. The thesis's description of the tools utilised is also found in this section. The objective is to evaluate and investigate the different essential conceptions and models relevant to this investigation and to forward the goals of the research, data and information are gathered, assembled, and examined.
Chapter 04: Data Analysis and Findings
This chapter describes the recorded responses of the respondents and the analysis of the response. The objective of the chapter is to analyse, synthesis and fine tune the results of the survey conducted to understand the significance of the Social Media in political communication among youth.
Chapter 05: Conclusion & Recommendations
This study recommended and suggested the influence of variables such as Usage of Social Media Engagement, political knowledge, political efficacy and civic engagement on the political participation level of youth in three age categories named as youth childhood, youth adulthood and youth in two states viz. Bihar and Jharkhand.
This chapter concluded that Social Media platforms are highly influential in creating political effectiveness, knowledge and participation among youth. It also established that political parties engage in Social Media discourse for political campaigns.
It was also concluded that young people are actively engaged on Social Media platform like WhatsApp, Facebook, YouTube and Twitter in various types of discourses which can lead to political engagement and establishes the uses of Social Media in political communication among India Youth.
Sweta Priya
Guide: Dr. Pranav Singh
University: Rama University, Uttar Pradesh
Shodh Ganga Link: View Thesis
Category: Social Media
View All Theses Back to Home