SOCIAL MEDIA'S DIGITAL DIVIDE IN POLITICAL ENGAGEMENT: BRIDGING REACH, CREDIBILITY, AND DEMOCRATIC INCLUSIVITY IN UTTAR PRADESH, INDIA

Pranshu Mishra; Areena Mirza; Prashant K Trivedi; Mohit Sharma

doi:10.29121/shodhkosh.v7.i10s.2026.8076

Authors

Pranshu Mishra Ph. D Scholar, Amity School of Communication, Amity University Uttar Pradesh, Lucknow, Uttar Pradesh, India
Dr. Areena Mirza Assistant Professor, Amity School of Communication, Amity University Uttar Pradesh, Lucknow-226028, Uttar Pradesh, India
Dr. Prashant K Trivedi Associate Professor, Giri Institute of Development Studies, Sector - O, Aliganj, Lucknow, India
Dr. Mohit Sharma Associate Professor, Galgotias University, Greater Noida, Uttar Pradesh, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i10s.2026.8076

Keywords:

Social Media, Political Campaigns, Digital Divide, Voter Behaviour, Platform Credibility, Democratic Participation, Political Inequality, Digital Communication

Abstract [English]

This research paper examines the role of social media in political campaigning in Uttar Pradesh, which is a politically significant state and has a large and varied electorate. The use of digital platforms was found to increase campaign outreach, albeit disproportionately across demographic lines. The study analyzes survey data from 503 individuals across 17 cities. The results show that social media enables rapid dissemination of political content but lacks the credibility of traditional media. Four main dimensions are identified as online accessibility and political participation, accessibility and platform reach, quality and privacy of information, and lastly, participation of youth in politics. Out of these four dimensions, accessibility and platform reach were found to be the most important. Information quality and privacy were found to be of moderate importance. It was also found that respondents with formal education participate more than those who do not have formal education. The urban-rural gap was found to be relatively insignificant. The study showed that social media penetration is extremely high, but a negligible number of respondents believe it to be trustworthy. Unlike social media, traditional media was considered to be more trustworthy. The research shows that access to the internet does not ensure equal participation. In political communication, not only trust but also systemic and perceptual barriers must be considered.

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