SOCIAL MEDIA AS A TOOL FOR POLITICAL COMMUNICATION: ANALYZING THE USAGE AND MOTIVATIONS OF POLITICAL LEADERS IN BIHAR
DOI:
https://doi.org/10.29121/shodhkosh.v4.i2.2023.1938Keywords:
Social Media, Political Communication, Politicians, Public Engagement, Political PartiesAbstract [English]
The increasing use of social media by politicians in India has emerged as a critical tool for political communication. Platforms such as Twitter, Telegram, Facebook, WhatsApp, and Instagram are enabling politicians to overcome traditional communication barriers, facilitating direct engagement with their constituents. These platforms allow politicians to shape their public image, endorse social causes, and address political challenges. Social media promotes heightened public engagement, fosters networking, and supports the organization of ideas, thereby influencing public discourse and inspiring collective action. This study aims to explore the extent of social media usage by political leaders in Bihar, as well as the motivations driving their engagement with these platforms. Data were collected through a self-administered questionnaire completed by 175 politicians from six major political parties in Bihar. The findings indicate that most participants utilize social media not only to access general and political news but also to stay informed about updates from others.
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