In today’s digital age, social media has become a formidable force in shaping election outcomes, as seen vividly in Kerala’s recent Vadakara Lok Sabha elections. A contentious social media post labeling Left Democratic Front (LDF) candidate K K Shailaja as a “kafir” and UDF candidate Shafi Parambil as a devout Muslim sparked a fierce political clash, highlighting the platform’s dual-edged impact.
Social media platforms, from Facebook to WhatsApp, play a crucial role in both winning and losing elections. They provide a stage for candidates to reach a broad audience, but they also amplify misinformation and divisive tactics. In Kerala, the post that inflamed communal tensions and accused the CPI(M) of orchestrating a communal campaign reflects how digital platforms can be weaponized for political gain.
The significance of social media in elections was further demonstrated in the 2020 U.S. presidential election, where both candidates, Donald Trump and Joe Biden, utilized platforms like Twitter and Facebook to mobilize supporters. Trump’s aggressive social media strategy was credited with galvanizing his base, while Biden’s targeted, fact-based approach helped counter misinformation and build support.
In India, the 2014 and 2019 general elections underscored social media’s influence. The Bharatiya Janata Party (BJP) leveraged platforms effectively to disseminate its message and engage voters, contributing to its sweeping victories. Conversely, social media mishaps and negative campaigns can backfire. The 2020 Delhi Assembly elections saw Aam Aadmi Party (AAP) use social media to counter the BJP’s narrative and connect with voters, leading to a decisive victory.
The Vadakara controversy exemplifies how social media can intensify electoral battles. With allegations of manipulated posts and communal campaigning, it is evident that social media’s role is double-edged. While it offers unprecedented reach and engagement, it also necessitates vigilant monitoring to prevent misuse.
As electoral battles increasingly play out online, understanding social media’s power is crucial for both winning campaigns and avoiding pitfalls. The ongoing digital transformation in politics underscores the need for ethical practices and strategic acumen in navigating this influential medium.