Young Citizen's Political Engagement in India

Abstract

Social media has emerged as a dominant digital medium platform in contemporary society. The quick development of social media has instigated changes concerning the way publics to interact with a group of people with similar ideologies, the quality of information they share, or the opportunity to acquire and share ideas. Social media use has a major influence on public relations, marketing, and political communication. Therefore, politicians are formulating their strategies to reach increasingly networked individuals. The chapter defines political engagement concept, focuses on excessive use of social media to understand how the emergence of digital citizenship is changing political engagement. In addition to this, the chapter also examines whether the use of social media exercise any effect on 2014 and 2019. General elections outcome or not and discuss the proposed conceptual framework for future empirical testing. The chapter highlights the various concerns needed to be taken care of while using social media as a marketing tool for promoting political participation and engagement.