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Changing Dynamics of Political Communication in the Digital Era: A Case Study on India
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Author(s): Romica Bhat (Amity University, Rajarhat, India)and Sayantan Ghosh (Amity University, Rajarhat, India)
Copyright: 2026
Pages: 26
Source title:
Digital Space in the Wake of Shrinking Traditional Media
Source Author(s)/Editor(s): Alfred Okoth Akwala (Technical University of Kenya, Kenya), Denish Ouko Otieno (Kenya Institute of Mass Communication, Kenya)and Amos Moraro Marube (Technical University of Kenya, Kenya)
DOI: 10.4018/978-1-6684-9356-4.ch002
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Abstract
This case study examines how political communication in India has evolved with the rise of digital technology, analyzing its impact on political campaigns, voter engagement, and public discourse. The study delves into the significance of social media platforms, digital messaging apps, and online news outlets in shaping the political landscape in the world's largest democracy.In recent years, India has witnessed a significant surge in internet and smartphone usage, leading to a transformation in the way political parties and leaders interact with their constituents. This study investigates the various tools and strategies employed by political actors to connect with voters and disseminate their messages in a digital-first environment.
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