The 2024 general elections marked a significant shift in opposition parties’ campaign strategies, as they successfully harnessed the power of alternative media. YouTubers, independent journalists, and social media influencers became instrumental in delivering engaging content that resonated with voters, particularly young and first-time voters.
These influencers, often using satire and humor, effectively challenged the traditional narratives presented by mainstream media, which was perceived as pro-ruling government. They addressed issues such as employment, economic growth, and social concerns, which deeply connected with the younger electorate.
While the Bharatiya Janata Party (BJP) maintained a robust social media presence, the opposition matched their efforts by engaging with an increasingly influential youthful electorate in tier-II and -III cities. Independent journalists such as Dhruv Rathee and Akash Banerjee, better known as The DeshBhakt, played a significant role in democratizing the campaigning landscape and adding weight to the opposition’s voice.
Experts emphasized that the opposition’s use of alternative media was a clever move, as nearly a billion Indians are active on these platforms. Social media has proven to be a powerful tool in shaping the narrative, and the opposition effectively tapped into this potential to reach a wider audience than traditional media could.
The success of opposition parties in leveraging alternative media highlights the growing importance of these platforms in political campaigns. It demonstrates the need for political parties to adapt to the changing media landscape and embrace innovative ways to connect with voters.
