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A
Study on the Impact of Social Media in Political decision making among the youth’s
in India

S. NazimSha*, Dr. M. Rajeswari**

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* Research Scholar, School of Management, Hindustan Institute of
Technology and Science, Padur, Chennai India. – [email protected]

**Associate Professor, School of Management, Hindustan Institute of
Technology and Science, Padur, Chennai India. 
[email protected]ac.in

 

Abstract

News related to politics are exchanged directly
through Social media than Traditional media. And the most of the younger
generations are more exposed to Social media so these political messages
reached them easily and also influences them. The
key duty of this text is to demonstrate the influence of Social Media
in political higher cognitive process among the youth
in Bharat by investigation ancient technique for
Political showcasing and therefore the Digital strategy.

Introduction

Social Media is
one of the most powerful medium for marketing, & social connection of users
all over the world on several social Media websites and it is very difficult to
speculate the impact these social networks had on the world. Using Social
Media in politics is the most effective way in reaching concepts to large
number of individuals within a brief span of time and
youth square measure to an excellent way to present the knowledge and conjointly.
The govt. officers these days became competent in their use
of Social media. Social Media helps in building a brand during political
campaign. Nowadays it fathoms to which get-togethers’ conviction framework
people give more help in the midst of choice campaign. Using social Media as a
tool for political campaign is not a new concept it is a better way to reach a
voter base and also it is an efficient way to explain events, ideals and plans
thus building a web presence of a political candidate and furthermore the data
gave through web-based social networking will be more instructive and
furthermore appealing. People can share their views
and can know others views. Impact Social Media in politics have given a
way for youth’s in joining politics. Facebook, Twitter, Instagram, You Tube,
Google and, Pinterest of political competitors have created an informal character. standard selling medium, as
an example, Usage of Radio and TV for campaigns came to a halt because
it took long a really very long time of
reachability nevertheless the employment of Social Media
instruments aforesaid higher than achieved a
large variety of people over the globe in an
exceedingly number of years. this text investigates impact
of Social Media when making a decision a political authority. Social
media may be a higher thanks to reach the youth
as they’re technological savvy even if we will see
poster and cutouts of parties and political candidates.

Literature
Review

 

Social Media
is fundamental in our lives today and it is one of the basic approaches to
connect with voters for lawmakers. It helps in assuming and knowing legislative
issues. It is a source to exchange ideas and information thus helps in a
healthier democracy.

Impact of social
networking websites on the education of the youth

Here the Researcher conveys that long range informal
communication locales, for example, Facebook, Myspace and Twitter are picking
up ubiquity with the pace of time and because of
their seductive highlights the young of this age is
interested towards them.

Impact of social
networking sites in the changing mindsets of youth on social issues

The young take dynamic investment
and moreover brings their voices up keeping in mind the
tip goal to precise their sentiments and views on
social problems being examined on these destinations.

The presidential elections in Romania 2014

The presidential election which took place in
Romania, had two rounds where Victor

Ponta who was the leader of the Romania won with 40%
of the votes, while Klaus Iohannis his opponent, had only 30% of the votes. But
the second round of elections was won by Klaus Lohannis who became the President
finally. And the reason was later found to that use of social media contributed
to these results. https://www.youtube.com/watch?v=v7N2GpEEAgw

Elements
of online networking as another instrument in Indian general race 2014

 

With regards to connection between government
officials, online networking and open, recognizes number of capacities that
Internet have as takes after:

 

• Politicians advance their controlled discourse and
present their perspective without being hindered by columnists or by media
organize constraint.

 

• Social media has given benefit for government
officials to post a possible political motivation.

 

• By methods for online networking, political
gatherings or government officials can discuss issues in public.

 

• By utilizing the web-based social networking
instruments, lawmakers and political gatherings communicates obviously with all
the more effectively with their supporters, past institutional and bureaucratic
rigors.

The usage of online interpersonal interaction by
Indians was first included in the midst of the 2008 Mumbai ambushes when
information shared through Twitter and Flickr among Indians and the outside
4. “The second mass usage of electronic interpersonal interaction in
India was the May 2009 national races, when, all of a sudden, online voter
enlistment and straightforwardness campaigns started” where first time
political social occasions endeavored to associate with voters through casual
correspondence locales. Among major political
social affairs in India, BJP has the best interest in digital
administration. BJP started using the online person to person communication
even before 2009 general race, which it lost. Nevertheless, starting late, it
has plunge promote into web based systems administration. A couple of senior pioneers like Sushma Swaraj,
Rajnath Singh, Arun Jaitley, Narendra Modi and many are on long range
relational correspondence districts. Narendra Modi as the BJP’s prime peaceful
probability for the 2014 general race has his own gathering for his web based
systems administration organization 5.

Objectives

·        
To ponder the
influence of Social Media among youth.

·        
To contemplate
the effect of Social Media on governmental issues

·        
To study the
influence of Social Media in Future Political campaigns.

·        
To measure the
compelling Time spends by individuals in Social Media.

·        
To
study the changing patterns in political campaigns from Traditional media to Social media

 

Hypothesis draw

 

H0: There is an influence of Social Media among youth
in deciding the policy makers

H1: There is no influence of Social Media among youth
in deciding the policy makers

H0: There is a change in Political campaigns from
Traditional media to Social Media.

H1: There is no change in Political campaigns from
Traditional media to Social Media.

H0: There is an influence of Social media in Future
political campaigns.

H1: There is no influence of Social media in Future
political campaigns.

 

Research Methodology

Sample design: – The sample size should be 707,882,162 as per
Morgan’s table at 95% confidence, with a 5% margin of error. The study is done
by using judgement sampling. A sample of 50 youth have been taken across India.
The Correlation test has been used for finding the relationship between two or
more factors and analysis.

Data Collection: In view of this questionnaires were sent to 50
respondents and the inquiries were asked where their responses are noted.
Respondents mainly from Educational Institutions, Employees from both
Government and Private sector.

Data Analysis Tool: The data gathered was analyzed using different
statistical tools for verification such as tables & graphs. Analysis test
was done in Excel program.

 

 
Results
& Discussions
Statistical Representation
 

 

1.     
From
the Graph 1 it is known that

·        
Most of the respondents emphatically
consent to the way that interchanges identified with governmental issues
through Social Media amid race crusades can acquire achievement.

·        
Most of the respondents firmly concur that
reachability through Social Media is high when contrasted with Traditional
Media.

·        
Most of the respondent’s consent to the
Election battles in future will be completely through Social Media.

·        
Most respondents consent to
the method that correspondences known with
governmental problems through Social Media
amid choices can bring out new thoughts and voices. 

·        
Most of the respondents concur that Social
Media urges youth to hitch governmental problems

·        
Most of the respondents emphatically
concur that Social Media is great stage to talk about administrative issues

·        
Most of the respondents emphatically
concur that Social Media helps in knowing a Political Candidate better.

·        
Most of the respondents unequivocally
concur that Social Media is the new pattern for present day ages as it meets
the prerequisites.

·        
Most of the respondents firmly concur that
political interchanges through Social Media is more secure.

·        
Most of the respondents firmly concur
Legislators welcome Social Media previously decisions.

·        
Most of the respondents emphatically
concur that imaginative Election battles can be seen through Social Media.

·        
Most of the respondents emphatically
concur by favoring political shows in Social Media.

·        
Most of the respondents firmly concur
those political correspondences through Social Media helps in managing voters.

·        
Most of the respondents concur that
political correspondences affected them in choosing an administrator.

·        
Most of the respondents emphatically
concur that political correspondence through Social Media helps in maintaining
voters.

·        
Most of the respondents emphatically
concur seeing posts against legislators through Social Media.

Correlation
Analysis

SL
NO

Hypothesis

Calculated
value

Significance
of r

Tests

1

There
is an influence of Social Media among voters in deciding the policy makers

0.97

Tc
= 2.83,
P
= 0.01 & Degree of freedom = 21
Null
Hypothesis accepted

 

2

There
is a change in Political campaigns from Traditional media to Social Media.

0.84

Tc
= 2.66,
P
= 0.01 & Degree of freedom = 60
Null
Hypothesis accepted

Correlation
&
Significance
Test

3

There
is an influence of Social media in Future political campaigns.

0.93

Tc
= 4.32,
P
= 0.001 & Degree of freedom= 12Null Hypothesis accepted

 

 

Graph 2: Scatter Diagram

Conclusion

These days the majority of the officers are using
Social Media as they will bring out new voices and it’s extraordinarily
significant at the period of decisions as message, posts, chronicles,
methods of insight known with battles will while not bottomless of a stretch
contact individuals thus it’s monotonous individuals will particularly
grasp by exhibiting their responses in help or against the chiefs through
inclinations, comments, if content is decent they will even share the message
to another person. These choices don’t appear to be open in antiquated medium
of advancing. Still some mood that Social media for political fight isn’t a
prevalent way as they lean toward the current theories and strategies. Here
lion’s offer of individuals agree upon that Social Media is essential target
stream concerning political trades since it is best flexible course for higher
correspondences. more youthful age slant toward Social media for solidly run
together with pioneers and may in like manner take Associate in Nursing
enthusiasm for call campaigns and is most secure strategy in talking in regards
to administrative issues than up close and personal and also it helps in
knowing a political competitor higher. greater a piece of the officials invites
Social media and is successfully drawn in with it. along these lines Social
media fulfills the need of blessing day age Associate in Nursing and impacts in
choosing a director inside the blessing and future time.

Appendix

 

Statement

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Political
Communications through Social Media impacted you in deciding a lawmaker.

 

 

 

 

 

Social Media helps in
knowing a political candidate better.

 

 

 

 

 

Political campaigns witnessed a change from
Traditional media to Social media

 

 

 

 

 

Innovative political campaigns can be witnessed
through social media.

 

 

 

 

 

Future political campaigns can be witnessed through
Social media.

 

 

 

 

 

Social Media is a good platform for discussing political
issues.

 

 

 

 

 

Youth politics got stimulated through Social Media

 

 

 

 

 

Youth’s requirements are mostly satisfied by Social
media

 

 

 

 

 

Social Media is
welcomed by people during elections

 

 

 

 

 

Reach is more through Social Media than Traditional
Media

 

 

 

 

 

Political communications through Social Media helped
is sustaining voters

 

 

 

 

 

Do you entertain posting views against legislators
through Social media.

 

 

 

 

 

Political communications through social Media is
safer than discussing face to face 

 

 

 

 

 

Political issues discussed through Social Media
bring out new voices

 

 

 

 

 

Political
communications through social Media is a success.

 

 

 

 

 

 

 

 

Bibliography
and References

·        
Navodita
Pande & Ashrita Shukla, To Study the Penetration of Digital Media in Indian
Democracy presented in the XVII Annual International Seminar Proceedings;
January, 2016.

http://www.internationalseminar.org/XVII_AIS/TS3_PDF/2.Navodita%20Pande%20&%20Ashrita%20Shukla.pdf

 

·        
Ravi
Tondaq (2014). Social Media: Social Media and its Importance in Political
Campaign, https://www.slideshare.net/RaviTondak/social-Media-for-political-campaign

 

·        
Using
Social Media to Win Your Political Campaign http://www.politicalcampaigningtips.com/using-social-Media-to-win-your-political-campaign/

 

·        
Politics & Social Media: A Great Mix! http://globalminds.ca/social-Media-marketing/politics-Media-ten-ways-use-social-Media-boost-political-campaign/

·        
From Wikipedia, Social media and political communication in the Unites
States https://en.wikipedia.org/wiki/Social_media_and_political_communication_in_the_United_States

·        
Emily Langer (2014) What’s Trending? Social Media and its effects on
Organizational Communication in the Journal of Undergraduate
Research XVII, Faculty Sponsor: Ronda Leahy, Communication Studies. https://www.uwlax.edu/urc/JUR-online/PDF/2014/Langer.Emily.CST.pdf

·        
 Masahiro Yamamoto, Mathew
J. Kushin (2013) More Harm Than Good? Online Media Use and Political
Disaffection Among College Students in the 2008 Election in the JOURNAL
OFCOMPUTER MEDIAITED COMMUNICATION. http://onlinelibrary.wiley.com/doi/10.1111/jcc4.12046/full

·        
Editor (September 9,2014) Social Media can increase youth’s political
interest in the Ballots & Bullets | School of Politics & International
Relations, University of Nottingham.

Social media can increase youth’s political interest

·        
Vikrant Patil (January 28th, 2017) Role of Social Media in
Indian Politics in the Digital Vidya Blog. http://www.digitalvidya.com/blog/author/vikrant/.

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