खंड 1 No. / Issue 3 May (2024): Role of Social Media in Shaping Political Attitudes among Indian Millennials

This work seeks to establish the relationship between social media and the political

perceptions of the Indian millennials given that they are the most active digital media users.

The research question is derived from the current popularity of social media in politics and

scarce empirical research on the effects of social media within the Indian context. Therefore,

the current study uses secondary data to synthesize the literature and analyze how social

media usage, the kind of content, and interactions affect political beliefs. The data collection

and analysis techniques used in this research are thematic analysis of the information

gathered from academic journals, industry reports, and credible online articles.

Main discoveries show that the frequency of social media use is positively connected with the

level of political participation, however, the type of this participation depends on the content

of the material shared and the form of the involvement. The study also reveals that social

media acts as a source of information to the voters thus making the electorate informed and at

the same time social media can also spread fake news thus polarizing the voters. As for the

findings of the study, the first conclusion deals with the need for increased media literacy

and, therefore, the consumption of a greater variety of content to counteract the negative

consequences of echo chambers and misinformation, to promote a less polarized political

debate among Indian millennials.

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