Changing Trends of Political Campaigning: A Comparative Analysis of 2009, 2014 and 2019 Elections in North India

ABSTRACT

Change is the law of nature and the same thing can also be seen in techniques and strategies of political campaigning of general elections in India. In this study, we aim to explore the changing trends in the political campaigning of general parliamentary elections from 2009 to 2019 in North India. This comparative study contains the extent of social medias influence on voter behaviour, its role in building public opinion and its impact on electoral success for political parties. The data collected using questionnaires from respondents offer valuable insights into the qualitative aspects of these changes. Participants were asked to evaluate their trust in social media versus mainstream media, the role of social media in raising political awareness among women, and its effectiveness in conveying information about political events, protests and conferences. Understanding these trends is important in understanding the evolving nature of political communication and how it shapes democratic processes. By enlightening the impact of social media on voting behaviour and political participation, this study aims to contribute to a broader lesson on the role of media in modern elections. Besides this study explores the ground realities of changing trends in political campaigning comparatively.

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