An Insight into the Theoretical Perspectives of the Digital Media Strategies in the 21st Century Political Campaigns

In recent years, digital media have become an integral part of political communication during election campaigns. Internet has become an important platform for marginalized and fringed parties, candidates, groups and people to establish an alternative political dialogue to a wider section of society which was earlier not possible for them. Social media has turned a great boom when concerned to connect people. It has enabled us find countless area specific people in one click to target them for a specific programme or scheme. Digital media has changed the pattern of election campaigning. Youth have now joined the campaign and become the part of voting. The Internet provides an arena of informing, involving, mobilizing and connecting activity among the political parties, political candidates, party workers and followers and voters. New digital media has made it easier to get in touch, keep in touch with the party workers, prospective supporters and voters. The internet has become a vehicle through which the opinion of common people can be expressed on matters normally reserved for political leaders. The speed with which digital media communication is being adopted by political parties, representatives and electoral candidates varies according to social, cultural, economic and democratic context. The digital media can enable both politicians and citizens to communicate and serve democratic activities, such as election campaigns. Most of the new media applications and platforms like face book, twitter, multimedia mobile telephones have been used by the political parties and their candidates during elections.