Algorithmic Campaigning: Mapping the Agenda-Building Power of Political Parties on Social Media during Elections

Authors: Ajay Kumar Singh

DOI: https://doi.org/10.37082/IJIRMPS.v13.i2.232667

Short DOI: https://doi.org/g9vgvs

Country: India

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Abstract: Social media has emerged as a powerful tool in election politics, giving political parties the ability to influence public opinion through direct, unfiltered contact. This study looks at how political parties create and spread issue-based narratives during election campaigns using social media sites like Facebook, Instagram, and Twitter (X). The study uses a mixed-methods strategy, using digital engagement measurements throughout a three-month campaign cycle and content analysis of over 10,000 posts from five major Indian political parties. It is based on agenda-setting theory and digital political communication. Using platform-specific visual content, emotional appeals, and repetitive messaging, the findings show a purposeful approach to framing important issues, including nationalism, economic performance, and leadership credibility. In the study, the phrase "algorithmic agenda-building" is used to characterise how platform algorithms give engagement-optimised content disproportionate visibility. The public discourse and wider news coverage are influenced by this visibility in addition to user interaction patterns.
By identifying patterns in narrative framing and algorithm-driven amplification, the study highlights the growing role of digital infrastructures in shaping electoral discourse. The paper concludes with recommendations for enhancing algorithmic transparency and strengthening public media literacy to safeguard democratic communication in the digital age.

Keywords: Keywords: Political Communication, Agenda-Setting Theory, Social Media Campaigns, Electoral Strategy, Algorithmic Visibility, Digital Political Discourse, Narrative Framing,

Paper Id: 232667

Published On: 2025-03-28

Published In: Volume 13, Issue 2, March-April 2025

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