Crafting Digital Dominance: The BJP’s Social Media Strategy and Political Narrative Formation

Abstract

This research paper explores the significant role of social media in shaping the political narrative of the Bhartiya Janata Party (BJP) in India. With the rise of digital platforms as powerful tools for political communication, the BJP has adeptly utilized social media to influence public perception, mobilize support, and advance its policy agendas. The research analyzes how the party's strategic use of platforms like Twitter, Facebook, and Instagram has transformed political campaigning and discourse. By examining key case studies, including election campaigns and major political events, the study highlights how social media has been employed to craft and disseminate the BJP's messaging, engage with voters, and counter opposition narratives. The findings reveal the dual - edged nature of social media as both a platform for democratic engagement and a tool for political maneuvering. This study provides a foundational overview of the study's insights into the intersection of social media and political strategy within the BJP, contributing to the broader understanding of digital politics in contemporary democracies.