Changing face of media use during political campaign
2014 elections ushered in a new era of a political campaign in India. Narendra Modi and the BJP perfectly identified the new-age campaign medium of the 21st century. They were the first political entities in India to use social media aptly to reach the hearts and minds of voters. BJP’s strategy to monitor its support base through social media for the formulation of election strategy drew success in 2014. It prompted all other political parties to explore the path of the political campaigns through digital mediums. All in use: Any political campaign for elections involves all forms of media. But in recent times social media’s role in election campaigns is on the rise. From current panchayat elections in Odisha to the assembly polls in five states including UP, candidates and political parties are using social media extensively to maximize their reach. But mainstream media platforms are not forgotten. Social media is being used extensively by political parties as it enables them