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The Role of Media in Electoral Politics: A Study in the Indian Context
Author(s): Zafar KhanAbstract
The media plays a crucial role in shaping electoral politics by influencing public opinion facilitating political discourse and providing a platform for electoral debates. In the Indian context where elections are celebrated as the hallmark of democracy media—both traditional and digital—serves as an intermediary between political actors and the electorate. Over the years the evolution of media has significantly transformed electoral strategies campaign outreach and voter engagement. Political parties extensively use media to communicate their ideologies counter opponents and shape public perception making media an indispensable component of modern electoral politics. The growing influence of digital media has redefined political campaigns allowing for real-time interaction between politicians and voters. Social media platforms such as Facebook Twitter and WhatsApp have enabled targeted advertising data-driven campaigns and mass mobilization. However alongside these benefits media’s role in electoral politics is often questioned due to concerns related to misinformation fake news and biased reporting. The prevalence of deepfake technology algorithmic manipulation and the spread of propaganda raise significant ethical and regulatory concerns. Furthermore the influence of corporate ownership and political affiliations in mainstream media has led to a credibility crisis making independent journalism an essential safeguard in democratic elections.