Journal Press India®

Penetration of Digital Media in Indian Democracy

Vol 17 , Issue 2 , July - December 2016 | Pages: 87-101 | Research Paper  

https://doi.org/10.51768/dbr.v17i2.172201607


Author Details ( * ) denotes Corresponding author

1. * Navodita Pande, Assistant Professor, Jagran Institute of Management & Mass Communication, Kanpur, Uttar Pradesh, India
2. Ashrita Shukla, Assistant Professor, Jagran Institute of Management & Mass Communication, Kanpur, Uttar Pradesh, India

Purpose: Indian elections 2014 have strongly used digital media in their campaign. In fact, it is assumed that the key to BJP’s success was the engagement achieved with supporters, through the use of social mediums. Therefore, this study aims to understand the influence of digital political marketing among youth. The study also helps to identify the political objectives achieved through digital marketing. Although things started late in India but geared up very soon and surpassed many benchmarks in the world of digitization. 
Methodology: The research is based upon Questionnaire. Sample include 80 youths from different spheres whom set of few questions were asked. Research questions would depend upon the following objective: (i) To understand the influence of digital political marketing among youth, (ii) Effectiveness of online tools in targeting youth for political purpose, (iii) Identification of political objectives achieved through digital marketing, (iv) Assessment of implementation of various policies through digital media, (v) Assessment of accessibility of such digital marketing tools.
Findings: Political parties have strongly used social media which helped them to state their ideologies in a better way. Political campaigning through internet has wild fire effect in terms of spreading messages and to engage with audience rather than manipulating them in their decision making skills.
Research Limitations: The accuracy of analysis is dependent on accuracy of data. Respondents might answer superficially.
Practical Implications: Digital media is playing a considerable role in Indian democracy so this study would probably help to understand more, the use of digital media in different corporations especially in politics. This study might facilitate academicians to get the perspective of digital political marketing among youth.
Originality: There has been sufficient research articles focussing upon impact, growth, effect, etc., of digital media on youth. Even talking about digital literacy wouldn’t be new. But through this paper we found that how much digital political marketing is influential among youth. This study would probably be the first to identify political objectives achieved through digital marketing and also help to assess, if this media is really helpful to implement the various political policies.

Keywords

Digital Hiteracy, Digital Marketing, Digital Media, Political Marketing.

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