Note: Urbanization and Literacy as factors in Politicians’ Social Media Use in a largely Rural State: Evidence from Uttar Pradesh, India

Abstract

With Twitter growing as a preferred channel for outreach among major politicians, there have been focused efforts on online communication, even in election campaigns in primarily rural regions. In this paper, we examine the relationship between politicians’ use of social media and the level of urbanization and literacy by compiling a comprehensive list of Twitter handles of political party functionaries and election candidates in the run-up to the 2022 State Assembly elections in Uttar Pradesh, India. We find statistically significant relationships between political Twitter presence and levels of urbanization and with levels of literacy. We also find a strong correlation between vote share and Twitter presence in the winning party, a relationship that is even stronger in urban districts. This provides empirical evidence that social media is already a central part of electoral outreach processes in the Global South, but that this is still selectively more relevant to voters in, and politicians standing for elections from urban and higher-educated regions.