2023, Vol. 5, Issue 2, Part B

This research paper provides a comprehensive analysis of the use of social media as a political communication tool by Indian Prime Minister Narendra Modi. It examines the evolution of social media in political campaigning, from its early adoption by leaders like Howard Dean and Barack Obama to its pivotal role in Narendra Modi's election campaign. The study delves into Prime Minister Modi's extensive presence on various social media platforms, including Facebook, Twitter, Instagram, and YouTube, and highlights his remarkable engagement with millions of followers worldwide. It analyzes his strategic use of social media to showcase government achievements, promote initiatives, and encourage citizen participation. Furthermore, the paper examines the role of social media in governance, emphasizing how Modi's administration leveraged these platforms to foster transparency, accountability, and public engagement. The research also investigates Modi's use of social media as a tool for international communication, discussing his interactions with world leaders, promotion of bilateral relationships, and the impact on India's soft power. It explores the concept of Twitter diplomacy and its effectiveness in establishing personal connections with global leaders.

This research paper contributes to the scholarly understanding of the transformative role of social media in political communication and governance. It offers insights into the strategies employed by Prime Minister Modi to effectively utilize social media platforms, and the implications of his digital influence on shaping public opinion and engaging with citizens in the digital age. The findings of this study have implications for policymakers, political leaders, and researchers interested in the intersection of social media, politics, and governance.