2014

Impact of Social Media

on Indian Politics
A Business Research Management Proposal

PGP/17/130

Amol Sheshrao Katkar

Indian Institute of Management Kozhikkode
2/28/2014
 Impact of Social Media on Indian Politics

Table of Contents

Proposed Title............................................................................................................................................... 2
Abstract ........................................................................................................................................................ 2
Introduction .................................................................................................................................................. 3

Problem Structuring ..................................................................................................................................... 5

a) Stakeholder’s Map .......................................................................................................................... 5

b) Causal Loop Model .......................................................................................................................... 6

Literature Review ......................................................................................................................................... 7

Research Objective ..................................................................................................................................... 11

Research Question ..................................................................................................................................... 11

Proposed Methodology and Methods....................................................................................................... 11

Significance and limitations of the study .................................................................................................. 12

References .................................................................................................................................................. 14

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 Impact of Social Media on Indian Politics

Proposed Title:

Studying the Impact of Social Media on Indian politics.

Abstract:

As we know Social media is a highly useful tool in instantly distributing mass

information. It conveys all information to common people of common interest. Now new media

especially social networking sites have given more space to participate common Indian in all

social issues. Apart from serving as a networking medium, social media has also played an

important role in mobilizing people as activists and generating citizen response to political

activities. Recently concluded, Delhi (2014) assembly election has proved it. All big shots of

national & regional political parties used social networking sites extensively to communicate

voters. This paper tries to understand how social media is impacting overall political scenario in

India. How political parties in India and all over the world are using social media as a tool for

their political campaign.

Keywords: Social media, Networking portal, assembly election.

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 Impact of Social Media on Indian Politics

Introduction:
The last decade has witnessed rapid Internet penetration in India. Over the past four

years, Internet usage in India has rose from 100 to 200 million, which is too fast as compared to

time it took to rose from 10 to 100 million. A report from the Internet and Mobile Association of

India (IAMAI) estimates that by the end of June 2014, India would have 250 million Internet

users, and also it is expected to overtake the US as the second largest Internet base in the world.

Indians are rated as one of the most active social media users in the world. The Internet’s

socio-economic impact is becoming more and more visible in India. The Internet is helping

people in India in almost all aspects of life such as education, socialisation, healthcare,

communication, entertainment and development. Now, after transforming many facets of Indian

life, the Internet has found new use and is emerging as a tool for political strategists and leaders

of political parties.

As India’s Internet penetration and its users are growing rapidly, people are entitled with

the Internet’s ability to help them connect and learn about politics, political parties, and their

leaders. The Internet has opened the door of politics in India for all. Almost all major political

parties in India have their presence over internet through websites, Facebook pages, Twitter

accounts and blogs.

Have anyone ever thought that the mare tweeting of a few words can provoke and

organize “mass revolts”, and finally oust totalitarian regimes? In politics, the Internet can be used

in many ways, for example for mobilizing people, fundraising, advertising, recruiting,

messaging, geographic targeting and grassroots organizing. This is now happening in India as

political parties are trying to use the Internet to add new members, create larger volunteer bases,

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 Impact of Social Media on Indian Politics

and asking people for donations, votes and support. For example, the AAP asks for nominations,

suggestions and donations for the upcoming 2014 general elections through its official website.

Now after realizing its impact all political parties are regularly updating their websites and

developing new plans and strategies to maximize the Internet for political benefits. Along with

websites, politicians are using the Internet to express their views and opinions via different social

media platforms like Facebook and Twitter.

The Internet is definitely emerging as a new force in Indian politics, but an important

question is whether it is good for Indian politics? As per Christina Maza , “The Internet is giving

a voice to previously marginalized people and groups and allowing for the articulation of

alternative political discourses to a wider audience than ever before.” This is to some extent

applicable in the Indian political scenario. The Internet in India is offering opportunities for

people to participate in interactive political social media campaigns and become political

activists. It is also helping voters to better know and chose candidates. Metrics such as voter data

and candidate details such as attendance in Parliament, criminal records, when available on

social media, will change the way the voter sees towards a candidate (IRIS Knowledge

Foundation & IAMAI, 2013). As per present circumstances, it can be easily seen that Internet

use will shortly bring a paradigm shift to Indian politics. Presently, the Internet is providing new

opportunities for political mobilization and participation in India. In fact, changing a lot of

things for both leaders and voters. These, however, are still early days for the Internet in Indian

politics, and one cannot predict with certainty how much will Internet will impact Indian

elections which are usually designed around sentiments, public rallies, and low voter turnouts,

television, print or radio ads, popular welfare schemes.

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 Impact of Social Media on Indian Politics

Problem Structuring

a) Stakeholders Analysis:

Government

Political
Policymakers
parties

Social
media
Election
community
commision

Voters

Detailed Stakeholder chart :

Election Commision Voters

 This has imposed new challenges over its  New medium to express views
governance on the actions of candidates etc.  Can know and chose candidate more rationally
 Increased and almost free medium for  Use this medium to raise voice against social and
campaigning undemocratic actions causing political outrest.

Government Political Parties

 Can make or break government
 Challenges over Filtering contents on social
media since might prove to be reason for
 Enforcing IPR, ensuring online privacy.
Policymakers
Almost all parties have their presence over social
media through websites, blogs etc.
 Parties using this medium to reach young and
socially sound voters and attract them
 BJP, Congress, AAP,SP etc.
Community

 Better internet policies  Helps to understand and unite over issues

 Bridge rural urban internet gap  Raise voice against social issues
 promote the Internet as a tool for socio-
economic development

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 Impact of Social Media on Indian Politics

b) Causal Loop:
+
Social Media
and Internet
Penetration

Liberal Internet Social Media

Policies Users

Effective Awareness
government aginst Socio-
actions economic

Rational Political parties

Decision making presence over
by Voters internet

The causal loop diagram explains the impact of social media on Indian politics , as one can

observe increase in internet penetration increases the total number of social media users this will

have positive effect on society as it will help increasing awareness against various socio-

economic issues. This increase will attract more and more political parties to have their presence

over internet. Voters will get much more insights and choice to make rational decision among

candidates. This will enforce Existing Government to take decisions in favour of people and

liberalise internet policies to ensure freedom of speech which would again increase social media

penetration.

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 Impact of Social Media on Indian Politics

Literature Review
1. “Social Media, American Interests, and the Arab Spring”

Arab Spring events that began in late 2010 changed the political scenario in many countries all

over the world. The contribution of the social media and Internet to the events of the Arab

Spring has led to idea that open access and a free Internet can eventually turn out to be a good

weapon. This paper examines that idea, through examples that highlight the dangers associated

with it. The ability of social media to quickly reach masses and allow them to share and spread

information resulted in the rapid spread of Arab Spring

2. “Social Media, Political change and Human rights”.

This paper examines the role of social media in political change scenario in the context of the

Arab Spring uprisings. Clay Shirky’s and Malcolm Gladwell’s arguments regarding the

importance of social media use in revolutions are analysed. This essay finally concludes by

outlining Evgeny Molotov’s arguments, and his contentions that Internet and social media can

serve as tools of oppression rather than emancipation, and disseminators of hatred and

propaganda rather than democracy and tolerance. Finally, it also analyses the roles,

responsibilities, and accountability of social media companies in the sake of revolution.

3. “Lokpal and the role of media in propping up anticorruption movement in India”.

This paper by Dr. Atanu Mohapatra studies the role of the media as an - institutional limb of the

modern democracy‖ during the recently held Jan Lokpal movement which was unprecedented in

many ways. This article also points out that massive use of social media in Lok Pal movement

turned out to be a trend setter and can be seen as a successful experimentation for good cause.

People can use social media content to get the status of a movement and identify the goals it

wants to achieve. Finally it essays out how the movement that was initiated by the social media

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influenced the traditional media which ultimately resulted in grabbing the attention of whole

India and World

4. Social media in relation to politics in Odisha, India: An Overview.

This paper by Parida S. K. and Das A analyses the importance of social media and at the same

time emphasizes on the importance of innovative ideas for its effective impact. It also points out

how politicians are using social media for wooing younger population with reference to a study

of recent developments in the state of Odisha undertaken by Chief Minister Naveen Patnaik who

has to woo young voters, who constitute approx. above 40 percent of the total electorates in the

state, This paper concludes with a notion that social media will become an important platform for

election campaign in near future. And no doubt Social media will prove to be a game changing

platform in future elections.

5. "The Penetration of Social Media in Governance, Political Reforms and Building

Public Perception"

This article by Mr. Ratnesh Dwivedi emphasizes over social media’s role in publicizing political

activities such as protests, and also tries to answer two important questions in the context of

social media and its power to bring governance.

 Is there any evidence that such actions have led to substantive political change?

 Is it possible to develop a set of reflectors to more effectively capture the impact of new

technologies and social media over questions of political change?

It concludes with findings that the roles of the social media, in promoting good governance

are recognized by many governments and policy-makers in these countries.

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 Impact of Social Media on Indian Politics

6. Deconstructing Social Media in India.

This article written by Alessandro Cisilin focuses on current developments in Indian politics

those are influenced by social media regards with next year’s assembly elections in the rapidly-

growing “IT-India”.

It also gives brief summary of successful social media political campaigns all over the world till

now such as one that is very famously referred to as is first Obama presidential victory in 2008.

7. Philip Behnke (2010), Social Media and Politics.

This book by Philip Behke is a compilation of 13 essays and studies that show the role social

networking in political communication in Asian countries. Each of the 13 chapters shows how

online networking communities and social networks such as Facebook, Twitter and blogs, are

now a days used as a medium in the general political communication the Asia — either active

or passive way. This book talks about prime ministers, politicians, Presidents and their first steps

with Twitter and Facebook, and also about the politically influenced bloggers who are

courageous enough to expose their self-opinions to a large audience. The facts and figures in the

essays show evidence for this across a broad perspective.

8. “Social Networks and Development of Political Interest”.

This research addresses the issue of developing political interest by evaluating one of its key

influencer, the social media. Using a panel of 499 teenagers those are surveyed annually for

three consecutive years, this study examines how political interest is affected by constant

political discussion within a teenager’s friends, teachers and family. Analysis of the data

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confirmed that parents who discuss politics have children’s who are interested in the politics.

Friends were often found to be on par with parents in their ability to influence political interest,

and results about teachers showed that some courses, such as history, can play an important role.

9. “Social Media Sites of Politicians Influence Their Perception by Constituents”.

This research paper by Annie Hellweg points out how politicians can use their Facebook and

Twitter handles in the most effective and innovative fashion and incorporate these new social

media outlets as campaign tools and strategy. It concludes as voters value personable content

over general electability. Voters received more positively politicians with personable content

compared to those who relied on professional content from Twitter which was studied.

10. “The Impact of Social Media in Social and Political Aspects in Malaysia: An

Overview”.

This paper by Lalitha Muniandy examines the impact of social media in the political and social

aspects, specifically in the Malaysia. Social media has changed the Malaysian sphere in all

aspects of life. Social aspects cover basically on how social media is helping Malaysian people

to communicate with each other. And Political aspects talks about the changes brought by social

media in the politics of Malasia.

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 Impact of Social Media on Indian Politics

Research Objective

The Objective of this research is to analyse the Role of Social media in modern day Politics and

study its impact on Indian Political scenario in the context of upcoming General Elections.

Research Questions

Below are the Research Questions which will be addressed during this research project:

1. Is the Internet/Social media really emerging as a new player in the world of politics?

2. Can Social media presence change how voters think and make decisions?

3. How social media is impacting overall political scenario in India?

4. How political parties are capitalising over free and widespread network of social media?

5. How has and how Internet will continue to change the politics in India?

6. Is the emergence of the Internet good for politics in India?

Proposed Methodology & Methods

The proposed methodology is basically based on the research objectives. Research would

be done through various methods and correct data support for hypothesis. Theory provides a

descriptive explanation of various phenomena. Theory should provide a number of testable

hypotheses encouraging systematic re-evaluation. Methodology refers to systematically

structured ways to test hypotheses provided by theories.

 Survey of the Literature

Literature Review would help as a starting point to build more insights and

understanding over the problem. Research would help to make hypothesis based on

findings related to impact of social media over the years on world politics.
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 Survey of Media and People and Focus Group

After bringing hypotheses after historical literature survey we should test those

hypotheses with proper data analysis. Data related to users of various social media sites

and voters will be useful to make conclusions. Data can be collected through proper

questionnaire and focus group interviews

Significance of the Study and the Limitations:

Significance of this study can be attributed to the rapidly growing internet and social

media penetration all over the world and most specifically in India. It has urged everyone to be

innovative to get benefitted. It all started with 2008 US elections and then there after whole

world have time to time experienced the power of social media through various revolts etc.(eg.

Arab spring).

Now as General Elections (2014) In India are approaching fast its important to see how

Indian political parties are making use of these newly identified medium of campaigning to reach

out wider audience. Also its important to study dark side of Social media.

Limitations:

This research will be conducted in the major cities with focus groups being selected from

each place. Also it is fact that Social media presence of rural population is almost negligible so

this study would not be able to efficiently capture impact over rural areas.

Since this research involves qualitative data, the data can be influenced by

opinions/perceptions which can change the result.

The non-cooperation of the social media users might lead to the delay in the information

being collected. and also there is problem of fake profiles that may result in wrong data.

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Reference
1) Jordan Cook (2013), “Social Media, American Interests, and the Arab Spring” Dalhousie

Journal of Interdisciplinary Management(DJIM). Volume 9, spring-2013

2) Sarah Joseph (2012) “Social Media, Political change and Human rights”. 35 B.C. Int’l &

Comp. L. Rev. 145

3) Dr. Atanu Mohapatra (2013), “Lokpal and the role of media in propping up

anticorruption movement in India”. IJSSR, Vol.2(3), March (2013)

4) Parida S. K. and Das A. (2014), Social media in relation to politics in Odisha, India: An

Overview. International Journal of Interdisciplinary and maultidisciplinary studies, Vol.1

5) Mr. Ratnesh Dwivedi (2011) "The Penetration of Social Media in Governance,Political

Reforms and Building Public Perception" Manthan: International Journal of Mass

Communication 6.1 (2011): 163-167.

6) Alessandro Cisilin (2013), Deconstructing Social Media in India. Journal of south asia

woman studies, Vol.14 No. 1

7) Mark Granovetter (2005), “Impact of Social Structure on Economic outcomes”. Journal

of economic Perspective. Vol. 19 No. 1 winter 2005

8) Book : Philip Behnke (2010), Social Media and Politics. konrad-Adenauer-Stiftung,

Singapore

9) Eugenie Dostie-Goulet (2009) “Social Networks and Development of Political Interest”.

Journal of Youth studies. Vol. 12 No. 4

10) Annie Hellweg (2011) “Social Media Sites of Politicians Influence Their Perception by

Constituents”. The Elon Journal of Undergraduate Research in Communications • Vol. 2,

No. 1 • Spring 2011

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11) Lalitha Muniandy (2013), “The Impact of Social Media in Social and Political Aspects

in Malaysia: An Overview”. International Journal of Humanities and Social Science. Vol.

3 No. 11; June 2013

12) Schipul, E., & Keeney, D. (2011). War of words: Social media's role in provoking

revolutionary change. Public Relations Tactics, 18(4), 10-11.

13) http://cgcsblog.asc.upenn.edu/2014/02/14/is-the-internet-becoming-a-new-political-
mantra-in-india/

14) http://www.policymic.com/articles/19998/how-facebook-changed-politics-forever

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