Post-Truth Politics in the Digital Age: An Analytical Study of the Role of Social Media Platforms in Shaping Electoral Discourse during India’s Lok Sabha Elections (2014–2024)
Rambir1 & Dr. Richa Shukla2
1Research Scholar, Department of Political Science, Chaudhary Charan Singh University, Meerut, 250004
2Assistant Professor, Department of Political Science, Shanti Devi Government College Jewer, G.B. Nagar
E-mail- rambir.1357@gmail.com, richashiv10@gmail.com
Abstract:
The rapid expansion of digital communication technologies has fundamentally transformed electoral politics in contemporary democracies. In India, the proliferation of social media platforms has significantly reshaped political campaigning, voter engagement, and public discourse, particularly during the Lok Sabha elections of 2014, 2019, and 2024. This study analytically examines the role of digital and social media platforms in disseminating post-truth political content and shaping electoral narratives in India. Drawing upon secondary data from institutional reports, platform transparency documents, academic literature, and media archives, the research investigates how emotional appeals, misinformation, and strategically curated narratives have influenced electoral discourse in the digital age. The study employs thematic content analysis and comparative electoral analysis to explore the evolution of digital political communication across three electoral cycles. It argues that social media platforms have amplified post-truth tendencies by enabling algorithm-driven visibility, echo chambers, and rapid information circulation, thereby challenging deliberative democratic norms. The findings suggest that while digital media has enhanced political participation and outreach, it has simultaneously facilitated the normalization of misinformation and polarized discourse. The study concludes by highlighting the need for regulatory reform, platform accountability, and digital literacy initiatives to safeguard electoral integrity in India.
Keywords: Post-Truth Politics, Social Media, Lok Sabha Elections, Electoral Discourse, Misinformation, Digital Democracy, India
DOI link – https://doi.org/10.69758/GIMRJ/2602I01VXIVP0001
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