• Anant Jain

There is no doubt that political parties haveutilized the social media, which were initially meant to connect the people and express their views,in politics very well. It is widely used during election campaign. Here, U.S. and Indian election campaign have been discussed to explain how it has changed the very way of the campaign. The Internet first surfaced as a tool for presidential campaigning in the 2000 U.S. presidential race. Both candidates Al Gore and George W. Bush created simple websites for the 52 percent of American adults who were active online by that time.14 However, these small steps became essential for further elections.These campaign websites were the product of the static Web 1.0, where citizens could obtain campaign news, policy preferences, background information, and personal family photos from content posted by the candidates. At this time, the Web 1.0 technology was revolutionary because the campaign websites allowed citizens to learn about politicians and their platforms in a direct fashion.15Nevertheless, these communication tools were linear and non- interactive. Users could only read that information. Social media has a profound effect on elections. Oftentimes, social media compounds with the mass media networks such as cable television. For many individuals, cable television serves as the basis and first contact for where many get their information and sources. Cable television also has commentary that creates partisanship and builds on to people's predispositions to certain parties. Social media takes mass media's messages and oftentimes amplifies and reinforces such messages and perpetuates partisan divides. In an article by the Journal of Communication, they concluded that social media does not have a strong effect on people's views or votes, but social media does not also have a minimal effect on their views. Instead, social media creates a bandwagon effect when a candidate in an election commits an error or a great success, then users on social media will amplify the effect of such failure or success greatly.

Politics ,Social Media

"Politics & Social Media (A Case Study of UP Election 2022)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 2, page no.a109-a123, February-2023, Available :http://www.jetir.org/papers/JETIR2302017.pdf

"Politics & Social Media (A Case Study of UP Election 2022)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 2, page no. ppa109-a123, February-2023, Available at : http://www.jetir.org/papers/JETIR2302017.pdf