The Role of Digital Media in Shaping Public Opinion on Indian Politics: A Mixed-Methods Approach

Authors

Dr. H. Lalzuithangi

Abstract

This research paper examines the role of digital media in shaping public opinion on Indian politics using a mixed-methods approach that integrates quantitative data analysis with qualitative insights. The study explores how digital platforms like WhatsApp, Facebook, and Twitter influence political engagement and opinion formation among Indian citizens. The research involved an online survey conducted in 2017 with 700 respondents, capturing data on digital media usage, political engagement, and perceived impacts on public opinion. Key findings reveal that daily usage of digital media is a strong predictor of political opinion formation, with the type of content and source credibility also playing significant roles. The study highlights the dual influence of digital engagement and misinformation, with themes such as echo chambers and political engagement emerging prominently. The mixed-methods approach addresses a gap in existing literature by providing a comprehensive understanding of digital media's impact, emphasizing the need for media literacy, regulatory frameworks, and diverse content exposure to mitigate misinformation and polarization. These insights are valuable for policymakers, media practitioners, and scholars, offering a deeper understanding of the evolving digital landscape and its implications for democratic participation in India.

Keywords

Digital media, public opinion, Indian politics, mixed-methods, social media influence, misinformation

The Role of Digital Media in Shaping Public Opinion on Indian Politics: A Mixed-Methods Approach. Dr. H. Lalzuithangi. 2018. IJIRCT, Volume 4, Issue 6. Pages 1-10. https://www.ijirct.org/viewPaper.php?paperId=2409001