Can tech reshape the poll campaign in 2024 ?

Technology has the potential to significantly reshape the landscape of political campaigns for the Lok Sabha elections in 2024. Tech pundits says, technology could influence the electoral process in the coming General Elections, which is round the corner.

While digital outreach methods offer several advantages in terms of cost-effectiveness and targeted engagement, mass campaign rallies continue to play a significant role in Indian politics due to their emotional impact, visibility, personal connection, symbolism, logistical considerations, and security concerns.

Social media platforms will continue to play a pivotal role in political campaigning. Parties and candidates will leverage platforms like Facebook, Twitter, Instagram, and TikTok to reach out to voters, share their messages, mobilize support, and engage in real-time interactions.

Social media creates a perpetual demand for parties to produce online content, with campaign rallies being particularly valuable. Scholars have found that rallies achieve a range of purposes, such as solving asymmetric information within a party and enabling clientelistic exchanges between parties and voters.

Data analytics will enable political parties to better understand voter demographics, preferences, and sentiments. By analyzing large datasets, parties can tailor their campaign strategies, target specific voter segments, and personalize communication to appeal to individual voters.

Photographs and videos revealing low turnout are fodder for an opposition party to exploit on social media to mock the rally-organising party for its apparent lack of support. This can negatively impact voter perceptions about the rally-organising party and demobilise voters from participating in its campaign.

On the other hand, if a large crowd turns out for a rally, the rally-organising party can boast about the crowd turnout on social media. This can positively influence voter perceptions and mobilise voters to participate in its campaign.

VR and AR technologies will be utilized to create immersive campaign experiences. Virtual rallies, 360-degree videos, and interactive AR filters will enable voters to engage with candidates and experience campaign events in innovative ways.

AI algorithms will be used to optimize campaign strategies, predict voter behavior, and analyze sentiment across social media platforms. AI-powered chatbots and virtual assistants will automate campaign tasks and provide personalized responses to voter inquiries.

Given the increased reliance on digital technologies, cybersecurity will be paramount to safeguarding the electoral process from cyber threats and disinformation campaigns. Parties will invest in robust cybersecurity measures to protect their data, infrastructure, and online presence.

As technology continues to evolve, political campaigns may increasingly integrate online and offline strategies to effectively engage with diverse voter demographics. However, it will be essential to ensure ethical use of technology and adherence to electoral laws to maintain the integrity and fairness of the electoral process.

S Mohini Ratna, Editor, VARINDIA