Vol 4 Issue 8 Sept 2014

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Electronic copy available at: http://ssrn.com/abstract=2498823

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ISSN No.2230-7850
Indian Streams Research Journal is a multidisciplinary research journal, published monthly in English,
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Iresh Swami
Pratap Vyamktrao Naikwade
ASP College Devrukh,Ratnagiri,MS India Ex - VC. Solapur University, Solapur
R. R. Patil
Head Geology Department Solapur
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Salve R. N.
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Bharati Vidyapeeth School of Distance
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Chakane Sanjay Dnyaneshwar
Arts, Science & Commerce College,
Indapur, Pune
Awadhesh Kumar Shirotriya
Secretary,Play India Play,Meerut(U.P.)

N.S. Dhaygude
Ex. Prin. Dayanand College, Solapur
Narendra Kadu
Jt. Director Higher Education, Pune
K. M. Bhandarkar
Praful Patel College of Education, Gondia
Sonal Singh
Vikram University, Ujjain

Rajendra Shendge
Director, B.C.U.D. Solapur University,
Solapur
R. R. Yalikar
Director Managment Institute, Solapur
Umesh Rajderkar
Head Humanities & Social Science
YCMOU,Nashik
S. R. Pandya
Head Education Dept. Mumbai University,
Mumbai

Alka Darshan Shrivastava

G. P. Patankar
S. D. M. Degree College, Honavar, Karnataka Shaskiya Snatkottar Mahavidyalaya, Dhar
Maj. S. Bakhtiar Choudhary
Director,Hyderabad AP India.

Rahul Shriram Sudke

Devi Ahilya Vishwavidyalaya, Indore

S.Parvathi Devi
Ph.D.-University of Allahabad

S.KANNAN
Annamalai University,TN

Sonal Singh,
Vikram University, Ujjain

Satish Kumar Kalhotra

Maulana Azad National Urdu University

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Electronic copy available at: http://ssrn.com/abstract=2498823

Indian Streams Research Journal

ISSN 2230-7850
Volume-4 | Issue-8 | Sept-2014
Available online at www.isrj.net

MEDIA EFFECTS ON POLITICAL ELECTIONS

Shrikant Yelegaonkar
Associate Professor , Social College of Arts and Commerce, Solapur.

Abstract:-This paper means to examine the impacts of media on political decisions. Today,
broad communications have taken different structures like TV, film, radio and above all, online
networking. All these distinctive parts of media help altogether towards forming the air of
political races. This paper will concentrate on the hugeness of media towards the political
decisions. In today's current society, nobody has enough time to get included in the decision
fights by and by. Individuals normally have a tendency to encounter the decision battles through
the electronic media. This paper will inspect how different types of media, particularly the
expanding impact of social networking, effects the race battles and at last the consequences of
political decisions.
Keywords:Media Effects , Political Elections , political decisions , broad communications .
INTRODUCTION
Individuals living in settled majority rule governments or the social orders that are experiencing significant
change to popular government generally encounter the decision fights through the electronic media. The expanding
impact of media permits more voters to dissect the political fights of distinctive hopefuls. The expanding pattern and
prominence of political 'television shows' universally have secured a reality that individuals like to see newscasters
political show hosts to give presumptions on legislators. Individuals are currently more wary to the assumptions of
others. All these television shows give the general individuals a chance to investigate the genuine faces behind the
"great" identities of government officials. Further, media is having influence in molding the sentiments of overall
population with respect to the legislators (Hamm, Thomas, 1997).
In today's cutting edge society, media impacts popular's suppositions about the governmental issues,
government officials, political fights and at last decisions. I accept that media is working with a plan to make
mindfulness in broad daylight in regards to the deceptions overall in our political society. The United States
legislators normally accuse media for its biasness and giving negative perspectives about the race fights. Essentially,
government and media both have critical impact on one another. Media has a tendency to help voters dissect the
different attributes and past execution of the competitors which help voters to assess every hopeful deliberately. I
accept media, open and governmental issues has a cyclical relationship.
Media is known for having a trademark to impact voters' sentiments. TV political syndicated programs
impart the essential issues to the voters in regards to the races furthermore have the capacity to persuade an
enormous number of voters to reshape their sentiments. The TV medium has a considerable force to effect the
reasoning of residents in connection with the political races. Nonetheless, government additionally impacts the part
of media. Governments are typically reprimanded for guiding the media's substance through managing the TV's
substance furthermore through using open authorities in news sources. Then again, media has a tendency to set the
political plans close to the decisions by concentrating on the past exhibitions and present issues of the
administrations. (John, 1995, Pp. 150-175).
The Influence and Relationship of the Media in Politics, Campaigns and Elections - In a period of
opportuneness and interest for data, the media assumes a vital part in educating general society about governmental
issues, battles and races. Anyway while the general population requests data from the media, there is additionally an
underlying pessimism in the American society against the media and government officials for negative fight scope
and an apparent media inclination. What is regularly missed is the impact the administration has on the media, and
Shrikant Yelegaonkar ,MEDIA EFFECTS ON POLITICAL ELECTIONS Indian Streams Research Journal | Volume 4 | Issue 8 |
Sept 2014 | Online & Print

Electronic copy available at: http://ssrn.com/abstract=2498823

.Media Effects On Political Elections

similarly, the impact the media has on the legislature. Moreover, the media helps impact what issues voters ought to
think about in decisions and what criteria they ought to use to assess applicants. There is a cyclical relationship
between the media, the administration and people in general keeping in mind the media can sometimes shape
popular conclusion, it has a more prominent impact in imparting to voters what issues are critical and less of an
impact in persuading them what to think about those issues. The media meets expectations all the more adequately
by putting a focus on specific issues they feel people in general ought to be concerned with. "An extensive collection
of proof now showed that what shows up in print or reporting in real time has a generous effect upon how natives
think and what they think about: e.g., what they refer to as 'paramount issues'" (Page 23). The legislature assumes a
part in directing the media's substance through the media's standard utilization of open authorities as sources in the
news. Exactly as the legislature impacts the media, the media can help set the political plan by concentrating on
particular issues and affecting what issues general society and government ought to be concerned with.
Media plays a
continually expanding part in presidential races. One of the first most clear frequencies
happened in the race of 1960, the first run through TV assumed such a real part. President Kennedy, with his
childhood, great looks and appeal, offered more to TV groups of onlookers than then-Vice President Richard Nixon,
who was said to look uncomfortable and, subsequently, not as sure. Presently that most hopefuls equip themselves
for TV appearances, that issue is not as huge. News reporting, notwithstanding, has gotten to be less goal. Entire
systems are committed to more progressive or more liberal predispositions. Indeed systems that wish to seem
destination don't generally succeed. Daily papers and magazines embrace specific competitors, and their reporting
regularly supports those hopefuls at any rate to a degree. The pictures utilized, the inquiries approached and the
stories picked for reporting all assume a part in influencing the way a competitor looks to the American open. Most
Americans don't get the chance to converse with an applicant, so what they think about him is the thing that they hear
or read in the media
India's 2014 decision is continuously called a #twitterelection in light of the fact that it is the biggest
popularity based race on the planet to date along these lines much of it occurred on the web. While there appears to be
various correspondences between the online exercises and triumphs of the Bharatiya Janata Party (BJP), which
cleared up 427 seats in India's Lok Sabha or lower parliament, and of Narendra Modi, India's new executive, exactly
how much of their prosperity might be ascribed to their social networking sharpness?
Attempting to answer the inquiry of whether a like or a tweet can prompt a vote or whether online
networking is just a mirror of open conclusion is an unreliable inquiry since its most likely a bit of both. The
accompanying is an examination of how online networking information fell in accordance with decision results and
sometimes, how it didn't.
A Young, More Connected India
While online race movement saw an emotional build from years former, the nation saw various other vital
decision firsts: 150 million between the ages of 18-23 were recently qualified to vote, two out of three individuals in
India are less than 35 years old, and there was an uncommon voter turnout at 66.4 percent (contrasted with 57.5
percent in the 2012 U.s. decisions).
India's Internet entrance rate, as per Internet Live Stats, additionally developed an exceptional 14 percent
from a year ago and is right now assessed to be at 243 million or about 19 percent of India's populace.
On the other hand, while online networking use has expanded, India dropped nine rankings to 140 out of
179 in the 2013 Press Freedom Index. News people Without Borders composes that India is busy's most reduced
positioning since 2002. With the ascent in Internet selection rates, and an absence of solid media, both lawmakers
looking to show a guarantee to transparency and clients who question conventional news channels may rather decide
to communicate on social networking.
The "Crowd Puller" Online and Off
Modi has been an enthusiastic online networking client for quite a while and maybe this prior begin may
have provided for him a finer aggressive edge regardless of the fact that a percentage of alternate hopefuls and
gatherings showed a reasonably solid online vicinity amid the battle and decision period.
In 2012, when Modi was the Gujarat boss priest, he made a name for himself as the first Indian legislator to
captivate with nationals on online networking, as per the Times of India. He held a Google Hangout on August 30th
that year to answer a mixed bag of inquiries regarding however his state motivation yet not about antagonistic
political issues. #modihangout turned into a top inclining theme in the nation and the joint itself got to be so
prominent it took 45 minutes to start on the grounds that the site continued slamming. Be that as it may Modi keeps
up this ability logged off too where he is known as the "swarm puller" for his capability to attract substantial numbers
to his revives.
Instead of utilization standard media, Modi advertised his win through Twitter @narendramodi to his 4.27
million fans and swayed voters to tweet their "fingies" or "ungli" in Hindi with the hashtag#selfiewithmodi. Selfies
Indian Streams Research Journal | Volume 4 | Issue 8 | Sept 2014

.Media Effects On Political Elections

came in generally from the more youthful swarms however was positively not constrained by age:
Facebook adjusted its amplifier "I'm a voter" application for India, a device which reminds clients to vote;
4.1 million individuals in India utilized it throughout the span of the race period. As Miranda Neubauer composed
today in techpresident, the application seems to have some influence in getting individuals to the surveys: "A study
distributed in Nature found that in 2010, 340,000 extra individuals voted in the wake of seeing the warning about
their companions voting in their newsfeed, and in 2012 in excess of 9 million individuals said they voted, adding up
to 8.6 percent of the U.s. Facebook populace."
Modi was among the most well known applicant as indicated by Facebook with the accompanying
breakdown of details: Narendra Modi has an aggregate of 14.3 million fans, Arvind Kejriwal with 5.4 million and
Rahul Gandhi's unconfirmed record brandishing just a measly 359,300.
However Twitter information demonstrates that Modi's primary rival, Gandhi faired well in Twitter notice
(however we don't have the foggiest idea about the way of those tweets) in spite of his absence of an online vicinity
and engagement.
While the effect of these social networking on the decisions could be known just after May 16 when the
results are pronounced or could be a matter of an alternate scholastic research, all the three significant players have
seen generous expand in their India activity and use. Case in point, Facebook has now 100 million clients in India - its
biggest outside the US - while that of Twitter has multiplied since January in the not so distant future.
After the seventh round of surveying, there were 49 million Indian decisions related discussions on Twitter
- more than twofold the 20 million Indian race related discussions on Twitter for the majority of 2013. In 2009,
Shashi Tharoor was the main Indian legislator to have a Twitter account and had 6,000 devotees.
After five years there is scarcely any major political pioneer who does not have a record on the microblogging webpage. Mr Tharoor is presently the second most well known government official on Twitter with 2.16
+million supporters, after Narendra Modi, the BJP's prime ecclesiastical applicant with 3.89 million adherents. Mr
Modi now likewise has almost 14 million enthusiasts of Facebook.
Barack Obama is the main other legislator to have more Facebook fans than Mr Modi. With political
gatherings, pioneers and hopefuls putting their notice on online networking to contact their voters, all the three real
players are accounted for to have made generous expansion to their income.
In spite of the fact that none of the organizations are ready to talk about the ad income this race cycle, every
one of them have put in a few months of resolute deliberations and occupied significant measure of their assets in the
races, large portions of them working a huge number of miles far from India.
INVOLVED PEOPLE INTO POLITICAL CONVERSATIONS
Much the same as Obama got to be famous as the first social networking president of U.s.a, Modi,
prominently known as Namo, likewise scored the tag of first social networking leader of India. Discussing
certainties and facts, Narendra Modi additionally turned into the second most-preferred government official on
Facebook. Modi's accomplishments, accreditations and immaculate identity are by all account not the only purpose
for this ubiquity on social networking. His gathering stunningly stormed social networking stages by captivating the
clients into critical discussions. The slogan "Stomach muscle Ki Bar Modi Sarkar" and "Twinkle Little Star Ab Ki
Baar Modi Sarkar" got to be viral on Facebook, Twitter, and Instagram, and left a waiting message in the
personalities of individuals. The volunteers of the gathering hit discussions with regular individuals and
comprehended their attitude and demeanor, which thus helped them to make a buzz.
POLITICAL PARTIES FORMED DIRECT CONNECTION WITH USERS
Where on one side legislators were attempting to structure an immediate association with the potential
voters on Facebook and Twitter by posting and tweeting normally, the dynamic clients then again started to captivate
with one another on the political front. Social networking was not just a path for our netas to have any kind of effect,
however it likewise gave an opportunity to individuals to grasp one another's psyche set and impact sentiments by
offering learning and spreading mindfulness on an individual level. Indian legislators obviously emulated the strides
of Obama and carefully utilized the hashtag system on Twitter. Slanting hastags like #electio2014, #namo, and
#arvindkhejriwal made individuals mindful about the most recent races advancements.
MIND-BOGGLING IMPACT ON FIRST TIME OR YOUNG VOTERS
The majority of the youths indicated dynamic interest when it came to utilizing long range interpersonal
communication locales as an instrument to finding decisions content and correspond with one another continuously.
Being online networking shrewd legislators Modi and Kejriwal took advantage of the opportunity and had psyche
boggling effect on youthful voters, particularly the novices. The dynamic cooperation of both government officials
and youth on Facebook and Twitter had a common effect on one another. When races arrive, a study demonstrated
Indian Streams Research Journal | Volume 4 | Issue 8 | Sept 2014

.Media Effects On Political Elections

that there will be more than 800 million voters beneath the age of 25. The steady overhauls and proactive association
of appointive applicants unquestionably motivated young people to come up and vote in the pending races.
HELPED IN BOOSTING THE IMAGE OF POLITICIANS
Much the same as large brands, legislators likewise utilized online networking stages to help their picture.
Each time Modi had gone on a rally, there was an upgrade on Facebook and Twitter. Modi is brilliant enough to
realize that not everybody has room schedule-wise to go to energizes and battles, so his gathering transformed all the
logged off fights into online crusades and got joined with individuals who were not a piece of their disconnected
from the net crusades. This just means the tech-keen Namo left no stone unturned to charm his voters and yes he at
long last nailed it!
BYPASSED THE MAINSTREAM MEDIA
Since everything has ended up advanced, why individuals would sit tight for the one day from now's daily
paper to get their race redesigns or hold up to go home and switch on Tvs to watch the most recent news on decision
front so far as that is concerned. The committed pages and records of gatherings ceaselessly pushed pictures,
features, imperative activities/exercises to stay joined with their adherents, who can get moment to moment
redesigns through their Smartphone when progressing. Through micro-blogging destinations like Twitter and
Tumblr these parties' contacted incomprehensible number of voters and pulled them into the discussion separated
from redesigning and instructing them. No big surprise standard media is the most solid source, yet it is no more a
direct wellspring of news for the dynamic clients of online networking.
POWERFUL MEDIA FOR THE FREEDOM OF SPEECH
Keep going however not the slightest; social networking is a staggering stage to express your
considerations, offer learning and spread mindfulness. At the point when individuals get the right to convey what
needs be, it gets to be simpler for lawmakers to know their investment and slants. The a large number of farces on
congress and its pioneers made it clear that this time the gathering does not stand a chance in Lok sabha decisions.
Additionally, their complete nonattendance on these stages made it completely clear that they don't have anything
solid to say. This did not prevent individuals from making troll pages and farces on the degenerate legislators. This
was most likely the most ideal route for them to demonstrate their annoyance and dissatisfaction.
Thus, all things considered Social media ended up being a broad stage for electing applicants to arrive at to
countless, particularly Namo, who leveraged social networking like no lawmaker had ever done in India in the recent
past. He has set an illustration for the current and approaching gatherings and will keep on improving so for an India.

Indian Streams Research Journal | Volume 4 | Issue 8 | Sept 2014

.Media Effects On Political Elections

REFERENCES :
1.http://digitalrepository.trincoll.edu/cgi/viewcontent.cgi?article=1035&context=fypapers
2.http://politicalmedia.com/articles/the-influence-of-the-media-in-politics-campaigns-and-elections
3.http://claesdevreese.files.wordpress.com/2013/03/boomgaarden-vliegenthart-devreese_2012.pdf
4.http://www.ask.com/question/how-does-media-affect-presidential-elections
5.http://www.huffingtonpost.com/david-k-rehr/social-medias-impact-on-t_b_2504414.html
6.http://www.voanews.com/content/social-media-emerges-as-a-key-tool-in-indias-election/1931238.html
7.http://www.quora.com/How-Will-social-media-be-a-game-changer-for-Indian-politics-Loksabha-elections2014
8.http://techpresident.com/news/wegov/25062/India-election-social-media-influence
9.https://blog.twitter.com/india
10.http://www.ndtv.com/elections/article/election-2014/social-media-changes-face-of-indian-general-elections518991
11.http://centerac.com/social-media-the-game-changer-of-lok-sabha-elections-2014/
12.http://indiatoday.intoday.in/story/social-media-facebook-twitter-google-indian-politicians-2014-lok-sabhapolls/1/359242.html

Shrikant Yelegaonkar
Associate Professor , Social College of Arts and Commerce, Solapur.

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