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Social media and It's impact on the voting behavior
We all know that 21st century is the era of information and technology and in this era social media has made the world a 'global village', with a quick transfer of information overriding the challenges of time and distance.

Social  media  has  gradually  become  one  of  the  important  means  of  influencing  the  society  and  this  influence  is  based  exclusively  on  its  social  aspects  of  interaction  and  participation.  The  social  media has  become  a  powerful  medium  which  may  affect  voting  behavior  because  of  its  potential  to  provide  direct  and  cheap  access  to  the  production  and  consumption  of  current  information  at  any  part  of  the  world.  

Social media is effecting on youth in different angle of social life, political awareness, educational learning, trends adopting, and so on. In rural India, Social Media is still irrelevant. There are still no mobile or internet network is unavailable or people are not aware with social media lack of their education or awareness. Hence, traditional media still has significant impact in creating awareness among people in rural area. Most of the times we came to know that, people are also go with their emotions to vote in elections in rural areas. So that, this research is also try to find out that in near future will social media completely erase the role of traditional media in rural area too. 

Rajdeep Sardesai in his book "2014 The Election That Changed India" (2015), has mentioned, "Social media collapsed the distance between voter and politician. The personal connect worked." Later, he has also stated by giving the example of 16th General Election, "Several parts of rural India in particular still are not connected to the Net Revolution. But when you look at the millions who now use smart phones ? the internet and mobile association claims that mobile internet users had touched 185 million by mid-2014. There is little doubt that digital media can no longer be ignored in any future election plan." 

Another veteran journalist Vir Sanghvi, in his book, "Mandate: Will of The People" (2015) has stated about the story of Indian politics in a gripping, page turning style. He has also added about how social media cleared the way for Narendra Modi in the 2014 general election. He also put social media as one of the major factors which began the bang with announcing Narendra Modi's arrival. 

Social media is recent and most favourite form of media. It is a useful tool for youth, So its use is essential to get information and knowledge when youth going to connect the social media should keep in mind that basic purpose to usage and always remember that they are going to share the information or links are not only for their gratification and interest but also for all their contacts and friends community, So be carefully utilize with social responsibility, ethically, religiously and politically appropriate links should be share. 

We should always keep in mind the society standards, social norms, religious values and do not share the links that create hatred different communities among the different segments, groups, religions, cultures and races. The relevant information should be preferred on social media sites. It has been facing more criticism for spreading fake news or misleading information merely. Where the users need to maintain the responsibility and need to think or check the facts at least once before sharing any post on social media.

However, it is clear that social media play a significant impact on voting behaviour of voters.  Social media is replacing the traditional media but in remote areas traditional media still has significant impact in creating awareness among people. Social media provides platform to the people to get connected to parties they favour. 

Despite of the all the criticism, personally I have found that social media is now becoming the hub of fake news and misleading information. Social media also has wider impact on the society or the nation to aware people & sharing information on real time. With the increased use of social media the current article focused mainly on use of social media as a tool for election campaign.

Editorial NOTE: This article is categorized under Opinion Section. The views expressed in this article are solely those of the author and do not necessarily represent the views of In case you have a opposing view, please click here to share the same in the comments section.
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