Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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A Study of “The Role of Social Media Technologies in Shaping Electoral Politics”

Author(s) Ms. Shabnam, Dr. Rekha Bhadrasen
Country India
Abstract This study aims to examine the influence of technological progress on political systems and activities. Technological progress has significantly reshaped political systems worldwide, introducing new dynamics in communication, electioneering, administration, and citizen participation. To begin with, innovations in communication technologies, particularly social media networks, have liberalized political dialogue by allowing direct interaction between leaders and the public. This transformation has empowered citizens to take a more active role in political debates, fostering a more participatory democratic environment. Furthermore, digital innovations have transformed electoral campaigns and voting practices. From personalized advertisements driven by voter analytics to advanced data-driven strategies for outreach, technology has enhanced campaign efficiency and intensified electoral competitiveness. Additionally, real-time feedback through digital channels enables political actors to respond promptly to shifting public sentiments and emerging issues.
In addition, technology has strengthened openness and responsibility in governance. Open data policies and digital monitoring platforms allow citizens to evaluate government performance, track public expenditure, and hold authorities accountable for their actions. This increased openness promotes public confidence and legitimacy in democratic governance. Nonetheless, these advancements also introduce serious challenges. Cybersecurity risks—such as hacking and disinformation operations—threaten the integrity of elections and erode public confidence in political institutions. The rapid spread of false information and echo chambers on social media further intensifies polarization and distorts public opinion.
Keywords Social Media, Electoral Politics, Modern Technology, Digital Era.
Published In Volume 7, Issue 2, March-April 2026
Published On 2026-04-08
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E-ISSN 3048-7641
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