Role of new media in political communication during election
Rahul Kushwaha, Sushma Gandhi
Each and every Political parties have realized the power of the New Media/ social media to reach out to a wider range of audience These activities ranging from making online membership or joining social groups, posting their massages on web portal sites like face book, twitter or by uploading motivational videos on You Tube by political parties. New media which includes social media has playing a vital role of communication which created new ways of political mobilizing for public opinion and encouraging voter to participating in political activities.
Traditional communication differs from the digital era new media communication for politicians which create more challenges to those who are not keep him or herself up-to-date with technology, because it changes the way of communication which impact more easily and effectively on society, youth and civilians. Electoral campaigns are extremely captured by new media techniques using the internet, which had never been done before when people communicated through traditional method of communication.
Recently everyone have seen the power of new media, social media communication in US presidential election where Mr. Barak Obama wins and in India, Aam Adami Party wins state election in Delhi twice in a year and got a historical majority and Mr. Narendra Modi wins Parliamentary election in 2014 by doing the high level digital campaigns through new media.
Subsequently, developments in technologies of communication like radio, television and film took place outside the control of political forces which enhance the reach ability to remote to remote area in very easily in less time. Therefore new media is a quick development into an important way to influence society is part of the advancement of information and communication technologies.
The traditional of voter behaviour were more or less built on social structure variables. Today all parties and politicians knew who their voters were and how they should be addressed to make strong electoral background. During the past couples of years, everyone noticed that the ties between parties and their voter have been weakening in most democratic countries.
Due to new techniques developments and modernization of society changes the mindset of voters and commercialization which boom up the media industry market has force politicians to adopt the new media techniques to communicate with citizens of area or country. Now new media make greater efforts to gain the attention of mass including youth brigade of developing society. And therefore ignoring the new media communication process could be dangerous for the leaders or political parties.