Importance of New Media Technology in Political Communication– A Case Study of Political Campaigning in India

Intikhab Alam Shamsi
2020 Zenodo  
In future, the survival of any political organizations including winning elections is directly related to use of new media technologies. Recently, elections in US and India have amply demonstrated the political party's dependence on new media technology, particularly use of social media to reach out to the voters. In the recent past, we have seen the fall of governments where social media and new media have played a crucial role in what was later termed as the 'Arab Spring'. Does anyone think
more » ... at in 2020-or maybe even in 2015-we'll still have big-money television ad buys, regardless of who's paying for them? The magnitude of technological change over the past 10 years has been astonishing; the next 10 will sure be so. New social media are already changing the way political organizations attract supporters. The recent Lok Sabha elections have demonstrated beyond any doubt that a political party's heavy reliance on new media technologies is necessary to provide a firm platform to form a government. According to Y.L.R Moorthi, Professor of Marketing at the Indian Institute of Management, Bangalore, there is a difference between a regional brand going national and a politician going national.
doi:10.5281/zenodo.7132896 fatcat:xtjaaaexyncn5lkhmv763m7ln4