Abstract :Social media has emerged as a powerful tool in modern Indian politics, deeply influencing political communication, public opinion formation, and electoral strategies. Platforms such as Facebook, Twitter (X), Instagram, and YouTube have provided political parties and leaders the opportunity to connect directly with the public. Through these channels, rapid dissemination of information has become possible, leading to an increase in political awareness. Furthermore, social media has made election campaigns more targeted and effective, utilizing data analytics and micro-targeting.

However, along with its positive impacts, several challenges have also surfaced, such as the spread of fake news, trolling, and the digital divide. These issues have raised questions regarding the transparency and fairness of the democratic process. Thus, social media acts as a double-edged sword in modern Indian politics, which on one hand strengthens democracy, and on the other hand, presents new challenges.

Keywords: Social Media, Indian Politics, Public Opinion Formation, Election Campaign, Fake News, Digital Democracy, Political Communication, Micro-targeting.

The Influence of Social Media on Modern Indian Politics

Kumudini Kashyap

Research Scholar (Department of Political Science)

Shri Khushal Das University, Hanumangarh, Rajasthan

Zulfikar

Research Supervisor

Shri Khushal Das University, Hanumangarh, Rajasthan
, Micro-targeting.