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A CRITICAL STUDY ON ROLE OF SOCIAL MEDIA IN DELHI STATE ELECTIONS 2013 & 2015 MEBIN JOHN Registered Number: 1424060 A dissertation submitted in partial fulfilment of the requirements for the degree of Master of Arts in Communication and Media Studies CHRIST UNIVERSITY Bengaluru 2016 Program Authorized to Offer Degree: Department of Media Studies ii CHRIST UNIVERSITY Department of Media Studies This is to certify that I have examined this copy of a master’s thesis by Mebin John Registered Number: 1424060 and have found that it is complete and satisfactory in all respects, and that any and all revisions required by the final examining committee have been made. Committee Members: [AMUTHA MANAVALAN] _____________________________________________________ Date: __________________________________ iii iv I, Mebin John, confirm that this dissertation and the work presented in it are original. 1. Where I have consulted the published work of others this is always clearly attributed. 2. Where I have quoted from the work of others the source is always given. With the exception of such quotations this dissertation is entirely my own work. 3. I have acknowledged all main sources of help. 4. If my research follows on from previous work or is part of a larger collaborative research project I have made clear exactly what was done by others and what I have contributed myself. 5. I am aware and accept the penalties associated with plagiarism Date: v vi CHRIST UNIVERSITY ABSTRACT A Critical Study on Role of Social Media in Delhi State Elections 2013&2015 Mebin John Social media is often hailed as an instrument of digital democracy and social change. This perception is deeply rooted in the well acknowledged potential of ICT’s as ‘agents for development and empowerment .It has liberated people from the tyranny of the free flow of information and ideas. The Delhi elections held in 2013 and 2015 made a revolutionary change in India’s political equations. It shows the emergence of a new party Aam AadmiPart, Aam Aadmi Party and its victory. Before 2013 Delhi election Aam Aadmi Party didn’t get much attention nationwide, but after Aam aadmi party’s victory in 2013 election held at Delhi, it also got much reorganisation among Indian politics. (As it happened: Delhi goes to polls, 2015) One of the major reasons of Aam Aadmi party’s victory during 2013 Delhi election was the campaigns done through the social media. It answers the question the that heard often was about whether the massive Social Media campaigns run by political parties in India would have an impact or not. The researcher examined the role of the social media and its impact on the Delhi election results 2013 and 2014. Keywords: Socialmedia,, Delhi elections, Social media in elections, Aam Aadmi Party vii ACKNOWLEDGEMENT My sincere gratitude to my Guide, Amutha Manavalan for her constant guidance ,encouragement and support. I thank Fr. Biju K. Chacko, the Co-Ordinator of the Course, also thank the Head of the Department Prof. Naresh Rao for his support. I wish to extend my heartfelt thanks to Suparna Naresh, Aasita Bali, , Rajesh A., Kannan S. Shantaraju S. Ivory Lyons and Chandrasekhar Vallath for their valuable feedback and restless assistance in bringing out this research. I also would like to thank the Dean Dr. John Joseph Kennedy, my family and friends for the encouragement and devotion, without whom this thesis would never have been completed. ix x DEDICATION To my loving family and friends xi xii 1. TABLE OF CONTENTS Chapter 1 Introduction .......................................................................................... 1 1.1 Introduction ............................................................................................ 1 1.2 Statement of the problem ....................................................................... 1 1.3 The Purpose of the study........................................................................ 2 Chapter 2 Review of Literature .................................................................................. 4 2.1 Review of literature................................................................................ 4 Chapter 3 Methodology ............................................................................................. 19 3.1 Introduction ........................................................................................ 19 3.2 Research Problem ............................................................................... 22 3.3 Literature ............................................................................................ 23 3.4 Expert interview: ................................................................................ 24 3.5 Survey ................................................................................................. 25 3.6 Objectives and Theoretical Frame work ............................................ 25 Chapter 4 Findings and Analysis.............................................................................. 27 4.1 Social Media and Indian Elections ...................................................... 27 4.2 Expert Interview................................................................................... 30 4.3 Survey...................................................................................................37 4.4 Deconstruction of survey result............................................................53 Chapter 5 Conclusion .. .............................................................................................70 5.1 Introduction .......................................................................................... 70 5.2 Summary of results .............................................................................. 71 5.3 Future of Social media in India ............................................................ 73 5.4 Conclusion ........................................................................................... 74 Bibliography............... ...............................................................................................76 Appendix.....................................................................................................................79 xiii LIST OF FIGURES Figure 4.1 Ttwitter Account of Narendra Modi ........................................................... 28 Figure 4.2 Facebook Page of Aam Aadmi Paty ........................................................... 30 Figure 4.3 Face Book Pageoof India Against Corruption ........................................... 31 Figure 4.4 Different Media the Audience Prefer ......................................................... 38 Figure 4.5 How People Get Information About Elections ........................................... 39 Figure 4.6 Which Type of Media People Prefer To Access Information .................... 40 Figure 4.7 Reach of Political Parties in Social Media ................................................. 41 Figure 4.8 Influence of Social Media Before Voting .................................................. 42 Figure 4.9 Direct Contact Made by Political Party Leaders Through Social Media ... 43 Figure 4.10 Social Medias Impact in Aam Aadmi Partys's Victory In 2013 Election 44 Figure 4.11 Aam Aadmi Party’s Presence in Social Media After 2013 ...................... 45 Figure 4.12 Focus of Political Parties in Social Media After 2013 Elections. ............ 46 Figure 4.13expression of Political Opinions And Statements by The Youth of Delhi 47 Figure 4.14 Followers of Social Media Accounts Of Politicians ................................ 48 Figure 4.15 Influence of Social Media in Aam Aadmi Partys 2015 Election Victory.49 Figure 4.16 Face Book Page of BJP Delhi State ......................................................... 55 Figure 4.17 Twitter Account of Aravind Kejariwal ..................................................... 58 Figure 4.18 Face Book Page of Indian National Congress .......................................... 62 Figure 4.19 Internet Connections in Various Cities Of India ...................................... 67 Figure 4.20 Official Facebok Account of Indian Army ............................................... 68 xiv Chapter 1 INTRODUCTION 1.1 Introduction Social media is often hailed as an instrument of digital democracy and social change. This perception is deeply rooted in the well acknowledged potential of ICT’s as ‘agents for development and empowerment. This ’neo-develop mentalist’ paradigm legitimizes the view that social media has indeed democratized the dissemination of information by giving voice to the voiceless. It has liberated people from the tyranny of the free flow of information and ideas. This is the key to social media’s tremendous appeal, exponential growth and over whelming challenge to conventional media. Social media has emerged as a major platform to share ideas , exchange views comments and opinions and participate in dissemination of information. With its e- magazines-newspapers ,collaborative projects (e.g Wikipedia), blogs and micro blogs (eg. Twitter), Content communities(e.g. Youtube) and social networking sites (e.g Facebook), social media has begun to pose a considerable threat to the readership and revenue of traditional med ia as more and more people are joining the online communities and depending on social media for news and information as well as interpretation and analysis of events and policies. 1.2 Statement of the problem With over 170 million internet Users, India has emerged as the third largest user of

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