In barely ten weeks, four states and one Union Territory will head into elections, setting off a familiar spectacle of rallies, slogans, jingles and promises — but through very unfamiliar mediums. If 2019 was remembered as India’s first “WhatsApp election” and 2024 as a “digital-forward” contest, the coming polls point to a hybrid phase where legacy media, social platforms, influencers and artificial intelligence collide. The stakes are not merely electoral outcomes, but the integrity of democratic choice itself.
From street corners to smartphone screens
Indian electioneering has always adapted to communication shifts — from loudspeakers and wall posters to television debates. What has changed in the last decade is scale and speed. Campaigns today unfold simultaneously offline and online, with narratives shaped as much by viral clips and reels as by manifesto launches. Podcasts, short videos, and targeted messaging now complement public rallies, making elections a 24×7 media event rather than a periodic political exercise.
Fake news as a structural feature of elections
Fake news is no longer an aberration; it has become embedded in electoral competition. Often described as yellow journalism turbocharged by technology, it spreads at algorithmic speed with little accountability. While India has no statutory definition of fake news, the Australian eSafety Commissioner’s description — fictional news created to serve specific agendas — captures its operational reality.
The concern is amplified by scale. With three out of five Indians accessing news online, misinformation can influence perceptions long before corrections arrive. Surveys by the Pew Research Centre indicate that Indians rank fake news among their highest public anxieties, reflecting how deeply it has penetrated everyday information flows.
Why elections are especially vulnerable
Elections concentrate attention, emotion and uncertainty — ideal conditions for misinformation. Though voting happens offline, persuasion increasingly occurs online. With over 90 crore internet users, shaping narratives now requires little more than a coordinated digital push. Research by the Indian School of Business and CyberPeace has shown that nearly half of all fake news circulating online in India is political in nature, underlining how electoral incentives drive disinformation.
Platforms, algorithms and the attention economy
Social media and messaging platforms such as Facebook, X and WhatsApp enable rapid dissemination of content that blurs fact and fiction. Doctored videos, AI-generated images and selectively edited clips gain traction because algorithms reward engagement, not accuracy.
Television remains influential — India has close to 900 private channels and television reaches over 23 crore homes — but consumption habits are shifting decisively. According to the Reuters Institute, seven out of ten Indians now prefer online news, with social media acting as a primary gateway. Yet, despite this shift, newspapers in both English and regional languages continue to enjoy relatively higher credibility, highlighting a trust deficit in purely digital ecosystems.
The rise of influencers as political intermediaries
One of the most significant changes in political communication is the emergence of influencers as opinion shapers. Backed by professional research and production teams, they command loyalty driven by personal branding rather than institutional authority. Among Gen Z audiences, influencers overwhelmingly outperform traditional celebrities in trust and reach.
Recognising this influence, politicians across parties — and even the Union government — have actively engaged them. The empanelling of influencer agencies through platforms like MyGov reflects how state communication itself is adapting to influencer-driven ecosystems.
Deepfakes and the new frontier of manipulation
Perhaps the most disruptive development is the use of deepfakes — AI-generated or digitally altered audio-visual content designed to convincingly mimic real individuals. From deceased political leaders “addressing” meetings to fabricated endorsements by film stars, such content surfaced prominently during the last general elections.
The scale is sobering. In the two months preceding polling, crores of AI-generated calls were reportedly made to voters, simulating the voices of political leaders. Even major platforms faltered, with instances of AI-generated ads inciting violence slipping through moderation systems. These developments blur the line between persuasion and deception.
Regulation, institutions and unanswered questions
As the constitutional authority overseeing elections, the Election Commission of India is expected to set guardrails for electoral fairness. Yet, regulatory responses to digital misinformation and AI-driven content remain tentative. Recent administrative exercises have raised concerns about institutional capacity to keep pace with rapidly evolving technologies.
The larger question is whether existing electoral frameworks — designed for an analogue age — can safeguard democratic choice in a hyper-digital environment.
What to note for Prelims?
- Concept of fake news and absence of a legal definition in India
- Role of social media platforms in elections
- Deepfakes and AI-generated political content
- Functions and powers of the Election Commission of India
What to note for Mains?
- Analyse how digital media has transformed electoral campaigning in India
- Discuss the challenges posed by fake news and deepfakes to electoral integrity
- Examine the role of influencers as new political intermediaries
- Evaluate the adequacy of existing institutional and regulatory mechanisms in addressing AI-driven misinformation
