• Nagabhushana T.G.

Political parties play a pivotal role in shaping public opinion, influencing voter behavior, and framing political discourse. Through their ideologies, media strategies, and electoral campaigns, political parties seek to sway public sentiment and gain electoral support. This article explores the mechanisms through which political parties influence public opinion, examining the tools they use, the challenges they face, and the consequences of their influence on democratic processes. By reviewing existing literature, analyzing current trends, and proposing solutions to address potential issues, the paper emphasizes the importance of maintaining ethical standards in political messaging to safeguard the integrity of democratic institutions.

Political Parties, Public Opinion, Electoral Campaigns, Media Strategies, Voter Behavior, Political Discourse, Ideology, Democracy, Political Communication, Public Perception.

"The Role of Political Parties in Shaping Public Opinion", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.959-963, December-2018, Available :http://www.jetir.org/papers/JETIR1812F55.pdf

"The Role of Political Parties in Shaping Public Opinion", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp959-963, December-2018, Available at : http://www.jetir.org/papers/JETIR1812F55.pdf