The 2014 Indian general election on Twitter: an analysis of changing political traditions

Abstract

This study investigates how politicians and citizens cooperate to create an e-democracy based on information dissemination and political awareness in an ICT environment, especially during elections. This research is conducted in the Indian context, where new ICT channels, such as Facebook and Twitter, were extensively used for campaigning and citizen engagement prior to elections. We downloaded 98,396 tweets posted by the official Twitter accounts of the top ten political parties during a two month period prior to election and conducted a three-level analysis to identify the overall trend in usage, the interactive characteristics of tweets and the functions driving the Twitter usage of political parties. Our findings show that the more successful parties used Twitter to push timely updates on online and offline campaign activities, to their followers. The exemplary use of Twitter for campaigns was by the Bharatiya Janta Party (BJP) Twitter account for interacting with the public, and by the Aam Aadmi Party (AAP) account for self-promotion and highlighting its party manifesto. Further, we identify the new paradigms created by political parties to engage and inform voters, driven on modern ICT. Our study is the first in analyzing Twitter usage by Indian political parties, and its findings corroborate seminal research in other developing countries.