Impact of social media on the politics of Rajasthan with special reference to 2018 assembly elections
Author(s): Puneet Kumar Yadav
Abstract: The integration of social media into India's democratic processes has fundamentally transformed political communication and electoral strategies. Rajasthan's 2018 Assembly Elections marked a watershed moment where digital platforms played a crucial role in shaping voter behavior, campaign strategies, and electoral outcomes. This study examines the multifaceted impact of social media on Rajasthan's political landscape during this pivotal election. A descriptive survey research method was adopted with a sample of 600 respondents equally distributed across six constituencies in Jaipur district (Hawa Mahal, Vidhyadhar Nagar, Civil Lines, Adarsh Nagar, Malviya Nagar, and Sanganer). The study employed stratified sampling with equal gender representation (300 males and 300 females). Data collection utilized structured questionnaires to assess social media usage patterns, political content exposure, and voting behavior. The study revealed that 59.7% of respondents were exposed to political advertisements on social media, with INC content dominating visibility at 66.2% compared to BJP's 33.3%. While 46.3% reported social media "somewhat" influenced their voting decisions, 52.8% stated political content did not influence their opinions at all. Young voters (18-30 years) showed significantly higher influence rates with 82.9% being "very much" influenced by political updates. The analysis confirmed significant relationships between daily social media usage and political influence (χ² = 700.066, p = 0.001). Social media emerged as a significant but not decisive factor in the 2018 Rajasthan Assembly Elections. While it enhanced political awareness and engagement, particularly among younger demographics, traditional factors remained primary determinants of voting behavior. The study demonstrates that social media's role is more supplementary than transformative in electoral decision-making, though its importance continues to grow with increasing digital penetration.
DOI: 10.33545/26646021.2025.v7.i3b.769Pages: 160-165 | Views: 106 | Downloads: 2Download Full Article: Click Here
How to cite this article:
Puneet Kumar Yadav.
Impact of social media on the politics of Rajasthan with special reference to 2018 assembly elections. Int J Political Sci Governance 2025;7(3):160-165. DOI:
10.33545/26646021.2025.v7.i3b.769
