The Shift in Campaigning
Traditional election tactics (rallies, speeches) now combine with digital strategies.
Social media, especially WhatsApp, has become a powerful tool in political messaging.
The trend began with Modi’s 2014 campaign using Twitter to bypass mainstream media.
Over 88 crore Indians use the internet; WhatsApp has 59+ crore users.
Infiltrating Community Spaces
Political activists insert voters into WhatsApp groups disguised as local forums.
These groups slowly introduce propaganda through casual conversations.
Once viral, misinformation spreads to mainstream media, amplifying its impact.
Organised Digital Strategy
BJP uses “WhatsApp Pramukhs” to manage voter communication at booth levels.
Voters are profiled by caste, religion, and more to tailor messages.
Content (videos, memes, fake images) is tracked and spread based on engagement.
Hyperlocal Targeting & Voter Profiling
Parties use voter data to form targeted WhatsApp groups.
Telangana Congress highlighted rural distress; BJP focused on religious appeals.
TDP in Andhra ran 1.5 lakh groups focused on caste and jobs; YSRCP used apps like “Team Jagananna.”
State Examples: Five Elections, One Strategy
Telangana: Congress used digital volunteers; BJP ran religiously targeted groups.
Andhra Pradesh: TDP used caste-based campaigns; YSRCP promoted schemes.
Maharashtra: BJP highlighted infrastructure; Opposition struggled with fact-checking.
Haryana: BJP spread caste-focused narratives via folklore; Congress lagged digitally.
Delhi: AAP & BJP clashed with memes and viral content on governance and legacy.
Incentivising Digital Volunteers
BJP apps like Kamal Connect and Saral gamify outreach and track volunteers.
Congress rewarded volunteers with digital smart cards and party opportunities.
TDP and YSRCP also built strong digital engagement systems using real-time data.
Democratic Concerns
The blend of digital with traditional campaigning blurs propaganda from truth.
Encrypted platforms like WhatsApp spread misinformation rapidly and secretly.
Fact-checking struggles against the speed and volume of content.
Manipulated content shapes perceptions and undermines informed voting.
What Lies Ahead
Digital influence in elections is set to grow.
Without checks, the infodemic may distort democracy irreversibly.
Civil society, media, and informed citizens must act to preserve electoral integrity.
The choice is between active resistance or quiet acceptance of digital manipulation.
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