Twitter Mediated Sociopolitical Communication During the COVID-19 Pandemic Crisis in India

Abstract

While Twitter has grown popular among political leaders as a means of computer-mediated mass media communication alternative, the COVID-19 pandemic required new strategies for socio-political communication to handle such a crisis. Using the case of India, which was one of the worst-hit countries and is also the world’s largest democracy, this research explicates how political leaders responded to the COVID-19 crisis on Twitter during the first wave as it was the first time such a crisis occurred. Theoretical frameworks of discursive leadership and situational crisis communication theory have been used to analyze interactions based on the usage patterns, the content of communication, the extent of usage in relation to the severity of the crisis, and the possible role of leaders’ position along with the status of their political party. The sample consisted of tweets posted by six prominent political leaders in India across the four consecutive lockdown periods from 25th March to 31st May 2020. A total of 4,158 tweets were scrapped and after filtering for retweets, the final dataset consisted of 2,809 original tweets. Exploratory data analysis, sentiment analysis, and content analysis were conducted. It was found that the tweets had an overall positive sentiment, an important crisis management strategy. Four main themes emerged: crisis management information, strengthening followers’ resilience and trust, reputation management, and leaders’ proactiveness. By focusing on such discursive aspects of crisis management, the study comprehensively highlights how political interactions on twitter integrated with politics and governance to handle COVID-19 in India. The study has implications for the fields of digital media interaction, political communication, public relations, and crisis leadership.