THE RISE OF DIGITAL CAMPAIGNING: A COMPARATIVE STUDY OF POLITICAL PARTIES’ SOCIAL MEDIA STRATEGIES IN SOUTH ASIA

Abstract

The political landscape, especially in South Asia, has undergone remarkable changes with the growing accessibility of the internet and the quick development of digital technologies. South Asia, which has in excess of 1.8 billion people and a youthful population, is increasingly active in digital politics. The widespread use of smartphones and the availability of Facebook, X, WhatsApp, Instagram, and YouTube are compelling political parties to abandon outmoded campaign techniques in favor of more real-time, agile, and data-centric strategies. The goal of this paper is to conduct a detailed, cross-border study of the social media strategies of the principal political parties of India, Pakistan, Bangladesh, and Sri Lanka, with an emphasis on the role of digital campaigning in the contemporary politics of the region.The investigation considers how BJP and INC, PTI and PML-N, AL and BNP, and SLPP and UNP strategically issue political messages and construct counter-narratives through social media as political storylines to summon and galvanize political devotees tailor opposition using comparative analysis, social media, and case studies as tools. It also further seeks to comprehend how political advertisement, emotionally charged content, and leadership branding campaigns are crucial for the targeted audience. The findings further indicate that the concern of data privacy, cyber bullying, the risk of curated echo tourism, manipulation through bots and fake accounts, and the spread of misinformation are some of the greatest challenges of online voter engagement. In conjunction, the study shows that these challenges, along with technology and emotional connection to the campaigns deepen control over the voters, and therefore, their reach and impact is determined by the technical organization of the political party. By adopting a comparative approach, this study highlights the distinct patterns, differing approaches, and common problems in the practice of digital political campaigning in South Asia. It finishes with suggestions to foster responsible digital campaigning, improve di gital literacy among the electorate, and provide regulation to safeguard democratic principles in the context of contemporary digital society.