AStudy on the Influence of Social Media on Political decision making among theyouth’s in IndiaS.

NazimSha*, Dr. M. Rajeswari*** Research Scholar, School of Management, Hindustan Institute ofTechnology and Science, Padur, Chennai India. – [email protected]**Associate Professor, School of Management, Hindustan Institute ofTechnology and Science, Padur, Chennai India. –[email protected]

in AbstractSocialMedia has become a fuel for political exchanges nowadays and it directly orindirect stimulates the interest among youth for deciding the lawmakers as wellas for politic-al participation. The key duty of this article is to demonstratethe influence of Social Media in political decision making among the youth inIndia by investigating Traditional technique for Political showcasing and theDigital strategy.IntroductionSocial Media has become one of the most powerful medium formarketing, networking & for social connection of users across the world onseveral social Media websites and it is very difficult to determine the impactthese social networks had on the world.

Now a new trend has emerged that isSocial Media in politics which is one of the best ways to get and reach ideasto large number of people within a short span of time and youth are to a greatextent presented to this data andalso the government officials nowadays have become competent in their use of Socialmedia. Social Media helps in building a brand during political campaign. Nowadaysit fathoms to which get-togethers’ conviction framework people give more helpin the midst of choice campaign. Using social Media as a tool for politicalcampaign is not a new concept it is a better way to reach a voter base and alsoit is an efficient way to explain events, ideals and plans thus building a webpresence of a political candidate and furthermore the data gave through web-basedsocial networking will be more instructive and furthermore appealing. Peoplecan share their views and can know others views. Impact Social Media inpolitics have paved a way for younger generation to join politics. Facebook,Twitter, Instagram, You Tube, Google Plus, Pinterest of political competitorshave made a casual character.

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Conventional Marketing medium, for example, Radioand TV utilized amid before political battle and way to entryway visits lookingfor votes have now changed as it took long a very long time of reachability yetthe utilization of Social Media instruments said above achieved a huge numberof individuals over the world in a couple of years. This articleinvestigates impact of Social Media in deciding a political authority. Socialmedia is a better way to reach the youth as they are technological savvy eventhough we can see poster and cutouts of parties and political candidates Objectives·        To contemplate the influence of Social Mediaamong youth.·        To contemplate the effect of Social Mediaon governmental issues ·        To study the influence of Social Media inFuture Political campaigns. ·        To measure the compelling Time spends byindividuals in Social Media.·        To study the changing patterns inpolitical campaigns from Traditional media to Social media. Literature Review Social Media is fundamental in our lives todayand it is one of the basic approaches to connect with voters for lawmakers. Ithelps in assuming and knowing legislative issues.

It is a source to exchangeideas and information thus helps in a healthier democracy. Impact ofsocial networking websites on the education of the youthHere theResearcher conveys that long range informal communication locales, for example,Facebook, Myspace and Twitter are picking up ubiquity with the pace of time andbecause of their alluring highlights the young of the present age is interestedtowards them.Impact of social networking sites in thechanging mindsets of youth on social issuesThis paperclarifies that men invest more energy when contrasted with ladies on informalcommunication destinations to audit these social issues but then ladies areexceptionally touchy to issues like these existing on the planet. The youngtakes dynamic investment and furthermore brings their voices up keeping in mindthe end goal to express their sentiments and perspectives on social issuesbeing examined on these destinations.Thepresidential elections in Romania 2014The presidential races composed in November 2014, inRomania, occurred in two rounds. whereVictor Ponta (the leader of the Romania right then andthere) won with 40% of the votes, while Klaus Iohannis (a generally new hopefulin the Romanian political field), his significant opponent, accumulated just 30%of the votes. But the second round of elections was won by Klaus lohannis whowas the President finally. And the reason was later found to that use of socialmedia contributed to these results.

https://www.youtube.com/watch?v=v7N2GpEEAgw Elementsof online networking as another instrument in Indian general race 2014  With regards to connection between governmentofficials, online networking and open, recognizes number of capacities thatInternet have as takes after:  • Politicians advance their controlled discourse andpresent their perspective without being hindered by columnists or by mediaorganize constraint.  • Social media has given benefit for governmentofficials to post a possible political motivation.  • By methods for online networking, politicalgatherings or government officials can assemble open and welcomes them topartake in discourse on a few issues of open intrigue.  • By utilizing the web-based social networkinginstruments, lawmakers and political gatherings communicates obviously with allthe more effectively with their supporters, past institutional and bureaucraticrigors.The usage of online interpersonal interaction byIndians was first included in the midst of the 2008 Mumbai ambushes wheninformation shared through Twitter and Flickr among Indians and the outside4.

“The second mass usage of electronic interpersonal interaction inIndia was the May 2009 national races, when, all of a sudden, online voter enlistmentand straightforwardness campaigns started” where first time politicalsocial occasions endeavored to associate with voters through casualcorrespondence locales. Among major political social affairs in India, BJP hasthe best interest in web based systems administration. BJP started using theonline person to person communication even before 2009 general race, which itlost.

Nevertheless, starting late, it has plunge promote into web based systemsadministration. A couple of senior pioneers like Sushma Swaraj, Rajnath Singh,Arun Jaitley, Narendra Modi and many are on long range relationalcorrespondence districts. Narendra Modi as the BJP’s prime peaceful probabilityfor the 2014 general race has his own gathering for his web based systemsadministration organization 5.  Web based systems administration has in like mannercredited with supporting the new Aam Aadmi Party and its confident, ArvindKejriwal, won a surprising triumph in Delhi against major political socialaffairs.

In any case, electronic long range informal communication can in likemanner be subject to significant misuse. A couple of lawmakers have beenreprimanded for boosting their unmistakable reputation by means of onlinesystems administration media with multitudes of fans who don’t exist and ofusing electronic long range interpersonal communication to spread theiradversaries. More repulsive, web based systems administration have been used tofan viciousness against religious and ethnic get-togethers.   Hypothesis draw H0:Thereis an influence of Social Media among youth in deciding the policy makers H1:There is no influence of Social Media among youth in deciding the policy makersH0:Thereis a change in Political campaigns from Traditional media to Social Media.H1:Thereis no change in Political campaigns from Traditional media to Social Media.H0:Thereis an influence of Social media in Future political campaigns.

H1:Thereis no influence of Social media in Future political campaigns. Research MethodologySampledesign: – The sample size should be 707,882,162  as per Morgan’s table at 90% confidence , witha 10% margin of error. The study is done by using judgement sampling. A sampleof 50 youth have been taken across India. The Correlation test has been usedfor finding the relationship between two or more factors and analysis.Data Collection:In view of this questionnaires were sent to 50 respondents and the inquirieswere asked where their responses are noted. Respondents mainly from EducationalInstitutions, Employees from both Government and Private sector.DataAnalysis Tool: The data gathered was analyzed usingdifferent statistical tools for verification such as tables & graphs.

Analysistest was done in Excel program.     Data Analysis and Interpretation 1.      Graph1: Statistical Representation   Series 1: Strongly Agree,Series 2: Agree, Series 3: Strongly Disagree, Series 4: Disagree, Series5: Neutral 2. Quantifying the relationbetween six variables through Correlation Coefficient method       SL NO Hypothesis Calculated value Significance of r Tests 1 There is an influence of Social Media among voters in deciding the policy makers 0.

97 Tc = 2.83, P = 0.01 & Degree of freedom = 21   2 There is a change in Political campaigns from Traditional media to Social Media. 0.

84 Tc = 2.66, P = 0.01 & Degree of freedom = 60 Correlation & Significance Test 3 There is an influence of Social media in Future political campaigns. 0.93 Tc = 4.

32, P = 0.001 & Degree of freedom = 12    Graph 2: Scatter Diagram 1.     Fromthe Graph 1 it is known that ·        Most of the respondents emphaticallyconsent to the way that interchanges identified with governmental issuesthrough Social Media amid race crusades can acquire achievement. ·        Most of the respondents firmly concur thatreachability through Social Media is high when contrasted with TraditionalMedia. ·        Most of the respondents consent to theElection battles in future will be completely through Social Media.

·        Most respondents consent to the way thatcorrespondences identified with governmental issues through Social Media amiddecisions will bring out new thoughts and voices. ·        Most of the respondents concur that SocialMedia urges youth to join governmental issues ·        Most of the respondents emphaticallyconcur that Social Media is great stage to talk about administrative issues·        Most of the respondents emphaticallyconcur that Social Media helps in knowing a Political Candidate better. ·        Most of the respondents unequivocallyconcur that Social Media is the new pattern for present day ages as it meetsthe prerequisites. ·        Most of the respondents firmly concur thatpolitical interchanges through Social Media is more secure. ·        Most of the respondents firmly concurLegislators welcome Social Media previously decisions. ·        Most of the respondents emphaticallyconcur that imaginative Election battles can be seen through Social Media.

·        Most of the respondents emphaticallyconcur by favoring political shows in Social Media.·        Most of the respondents firmly concurthose political correspondences through Social Media helps in managing voters. ·        Most of the respondents concur thatpolitical correspondences affected them in choosing an administrator. ·        Most of the respondents emphaticallyconcur that political correspondence through Social Media helps in maintainingvoters. ·        Most of the respondents emphaticallyconcur seeing posts against legislators through Social Media.

2.     Fromthe Graph 2 it is known thatTheobserved correlation coefficient is +0.97, +0.84, +0.

93 when six variables werecompared This implies that the various Responses of Respondents and Questionsof variables are highly positively correlated.  ConclusionThese days every one ofthe officials are utilizing Social Media as they can bring out new voices andit is exceptionally valuable at the season of decisions as message, posts,recordings, philosophies identified with battles can without much of a stretchcontact individuals accordingly it is tedious. Individuals can specificallyinclude by demonstrating their reactions in support or against theadministrators through preferences, remarks, if content is great they can evenshare the message to someone else. These alternatives are not accessible inTraditional medium of promoting. Still some vibe that Social media forpolitical battle isn’t a superior path as they lean toward the old philosophiesand strategies. Here lion’s share of individuals concur upon that Social Mediais primary target stream with regards to political interchanges as it is bestadaptable route for better correspondences. More youthful age incline towardSocial media for straightforwardly associate with pioneers and can likewisetake an interest in decision crusades and is most secure technique in talkingabout governmental issues than face to face.

Greater part of the lawmakerswelcomes Social media and is effectively engaged with it. Therefore Socialmedia satisfies the necessity of present day age and effects in choosing anadministrator in the present and future time.Appendix   Statement Strongly Agree Agree Neutral Disagree Strongly Disagree Political Communications through Social Media impacted you in deciding a lawmaker.           Social Media helps in knowing a political candidate better.           Political campaigns witnessed a change from Traditional media to Social media           Innovative political campaigns can be witnessed through social media.           Future political campaigns can be witnessed through Social media.

          To talk about legislative issues Social Media is a good platform.           Social created a positive impact in youth politics.           Social media satisfies the Modern generations requirements           Legislators Welcome Social Media before Elections.           Reachability is high through Social Media than Traditional Media           Political communications through Social Media helped is sustaining voters           Do you entertain posting views against legislators through Social media.

          Political communications through social Media is safer than discussing face to face            Political issues discussed through Social Media bring out new voices           Political communications through social Media is a success.                   Bibliographyand References·        Navodita Pande & Ashrita Shukla,To Study the Penetration of Digital Media in Indian Democracy presented in theXVII Annual International Seminar Proceedings; January, 2016.http://www.internationalseminar.

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