• Yallavva Revappa Patrot

Abstract: In recent years, India has witnessed a paradigmatic shift in its political landscape, driven in large part by the penetration of digital technologies and the rapid growth of social media. This paper examines the emergence of “digital populism” in Indian politics, a phenomenon wherein political actors employ digital platforms not only for communication but also for the consolidation of power, personalization of leadership, and strategic mobilization of emotions. While social media has democratized information flow and opened avenues for greater civic participation, it has simultaneously enabled disinformation, polarization, and algorithmic manipulation. Through a critical engagement with existing literature, empirical case studies, and theoretical frameworks, this research seeks to unravel how Indian political parties—particularly the Bharatiya Janata Party (BJP)—have weaponized social media to construct populist narratives that thrive on a direct, unmediated relationship between leaders and “the people.” The paper argues that Indian democracy is now navigating an era where digital populism is becoming a dominant mode of political engagement—one that challenges the norms of deliberative democracy and raises urgent questions about transparency, accountability, and the future of political discourse.

Keywords- Social media, Campaign, Politics, Party, Election

"Social Media and Political Communication in India: Evolution, Key Media Forms and Trends ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.c549-c554, January-2026, Available :http://www.jetir.org/papers/JETIR2601266.pdf

"Social Media and Political Communication in India: Evolution, Key Media Forms and Trends ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppc549-c554, January-2026, Available at : http://www.jetir.org/papers/JETIR2601266.pdf