Social Media As A Tool For Political Messaging: Assessing Rahul Gandhi's Communication Strategy In The 2023 Karnataka Assembly Election

Abstract

The Karnataka assembly election of 2023 marked a watershed moment in the convergence of media and politics, as the profound influence of various digital platforms has transcended traditional boundaries, reshaped public opinion, and redefined the contours of political discourse. The symbiotic dance between political parties and social media platforms in the electoral landscape showcased a profound testament to the immense impact that the media, particularly social media, exerts on the democratic landscape, paving the way for a new era of political campaigns defined by innovation, connectivity, and the relentless pursuit of the hearts and minds of the electorate. This paper delves into a comprehensive study of the impactful election campaigning speeches delivered by Rahul Gandhi, a prominent figure in Indian politics, during the highly significant 2023 election campaign. Using a combination of primary and secondary data, this study meticulously handpicked three captivating YouTube speeches directly from the official channel of the 'Indian National Congress. Through an examination of these speeches, this paper unveils the nuances of his communication style, elucidating the impact he aimed to create during this crucial electoral event. This research sheds light on the dynamics of political communication and showcases the potential of YouTube as a powerful platform for political campaigning.