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1. “The Effect of Social Media on Individual Voters in India” By- ASHISH KUMAR ROUTRAY Roll- 22MST001 Guided by - Prof. SUDHIR KUMAR SAHU

2. OPENING DISCUSSION Where do you get your news from: newspapers, TV, radio, internet, social media? Where do your parents/guardians get their news from? What about your grandparents or other older relatives? Do you have the same habits as your parents/guardians? Do you think it is important to follow the news?

3. INTRODUCTION Days has gone when social media platforms were only being used for making social circle and forming connections. People are passionate with social media especially when it comes to discussing critical and sensitive issues like politics , economy etc. GROWTH OF SOCIAL MEDIA IN RESPECT TO OTHERS The growth of social media has been exponential in last 5 years . Radio took 38 years to reach 5 crore mark TV took 14 years to reach the same mark But The Social Media Took less than 4 years to reach that mark

4. SOME NEWS HEADLINES PUBLISHED IN TOP NEWSPAPERS ELECTION 2024 IS ALL ABOUT SOCIAL MEDIA – B.B.C INDIA’S SOCIAL MEDIA ELECTION BATTLE- T.O.I PM MODI THE SOCIAL MEDIA POLITICIAN – THE HINDU PEOPLE ARE MOVING TOWARDS SOCIAL MEDIA FROM TRADITION MEDIA – W.I.O.N

5. OBJECTIVE PRIMARY OBJECTIVE Does social media actually have any impact on Indian individual voters and help them decide their final casting votes? How important it is for a politician or a political party to be active on social media platforms ? SECONDARY OBJECTIVE To find how much social media users rely on social media networking for political purposes.

6. HYPOTHESIS Null Hypothesis Ho:- There is significant impact of Social Media on Indian individual voters to decide them to cast votes . Alternative Hypothesis H1:- There is no significant impact of Social Media on Indian individual voters to decide them to cast votes .

7. METHODOLOGY Study design – Hypothesis Testing & Sentiment Analysis Duration of study – 40 days data collection (Google Form) Study population – All who are above 18 and eligible for casting votes Sample Size – 162 Method Of collection- Questionnaire format

8. DATA ANALYSIS: SAMPLE DESCRIPTION Total Respondents- 162 Male=84 Female=78

9. Occupation of the Respondent Student-53 Employed-76 Unempoyed-6 Entrepreneur-20 Retired-7

10. Which social media platforms are you active on? Facebook-112 Whatsapp-157 Instagram-111 Twitter-59

11. Did you ever vote before 2019 general elections Yes- 85 No- 54 Maybe- 23 Maybe means respodents donot want t o share the view

12. Did you vote in 2019 general elections Yes-112 NO-50

13. How important do you think it is for a politician or a political party to be active on social media platforms Very Important-56 Not Important-26 Somewhat Important-13 Important-29 Fairly Important-38

14. Do you follow political campaigns on social media Yes-98 No-64

15. What inspired you to vote in 2019 general elections Political party leader-73 Political campaigning on social media-46 Political rallies-14 Political events-23 Not Voted-6

16. Would you be influenced to vote for a particular politician based on the content you have read about him/her on social media Yes-110 No-52

17. Testing Of Hypothesis Using Chisquare Test for hypothesis testing   Expected values   Age group yes no 18-24 32.59259 15.40741 25-35 40.74074 19.25926 36-46 19.69136 9.308642 47-59 10.8642 5.135802 60 above 6.111111 2.888889 Finding Expected value of the given data Age group yes no row total 18-24 34 14 48 25-35 42 18 60 36-46 21 8 29 47-59 6 10 16 60 above 7 2 9 Column Total 110 52 162

18. Here we have calculated value of chisquare is 7.769 and for 4 df tabulated value is 9.488. So our null hypothesis may be accepted and there is influence of social media on individual voters. Age group Opinion Observed expected O-E (O-E)^2 (O-E)^2/E 18-24 yes 34 32.59259 1.40741 1.980802908 0.06077464   no 14 15.40741 -1.40741 1.980802908 0.128561706 25-35 yes 42 40.74074 1.25926 1.585735748 0.038922605   no 18 19.25926 -1.25926 1.585735748 0.082336276 36-46 yes 21 19.69136 1.30864 1.71253865 0.086969039   no 8 9.308642 -1.308642 1.712543884 0.183973547 47-59 yes 6 10.8642 -4.8642 23.66044164 2.177835611   no 10 5.135802 4.864198 23.66042218 4.606957625 60 above yes 7 6.1111 0.8889 0.79014321 0.129296397   no 2 2.888889 -0.888889 0.790123654 0.273504331 CHI SQUARE= 7.769132 Chi square df= (5-1)*(2-1)= 4 Tabulated value= 9.488

19. Sentiment Analysis *Sentiment score 0.599 indicates a strong positive sentiment over the statement that respodents thinks it is important to be active on social media platforms Positive sentiment 1 Negative sentiment -1 Neutral sentiment How important do you think it is for a politician or a political party to be active on social media platforms? Not Important -1 somewhat important important 1 Fairly important 1 very important 1 Statement Respondants Not Important 26 somewhat important 13 important 29 Fairly important 38 very important 56 Sentiment score 0.599

20. Limitations The number of sample size is less I t could reach only those people who had online accounts on social networking sites or emails. There also was an underrepresentation of older generation nearly around 18% of the total population size

21. Conclusion T he number of respondents who are actively using one or more social networking sites is huge and has increased potential of growth in future from political aspect. A lthough most people don’t seem to be influenced by the political news and content on social media sites, they became heavily reliant on the political updates of social media during general elections. S ocial media bridges the age gap, does not discriminate between different demographic groups or political engagement of users, it does not appear to be having influence on changing the final casting vote of a citizen in India. Social networking sites offers political candidates and parties a new possibility adoption to market themselves, which could be more valuable in long run as compared to use of traditional communication and marketing mediums.