Media, AI, and Political Discourse in India

The rise of social media has fundamentally transformed political communication and discourse in India, reshaping the way political engagement unfolds. This paper examines the complex relationship between social media, artificial intelligence (AI), and political discourse within the Indian context. It explores how social media has expanded political participation, while also posing significant challenges, such as maintaining an inclusive and balanced public dialogue.

A key focus of the study is the role of AI-powered tools in shaping and sometimes manipulating political narratives, raising concerns about the integrity of the democratic process. While social media has democratized access to political participation, offering a platform for diverse voices, it has also fostered misinformation, polarization, and the marginalization of underrepresented groups. The transition from mass media to social media, often guided by campaign experts, has altered the essence of political communication, reflecting the linguistic and cultural diversity of India. Despite this shift, face-to-face communication remains an important element of political engagement, with traditional approaches still holding sway.

The study adopts a mixed-methods approach, combining quantitative content analysis of political discourse on social media platforms with qualitative interviews and case studies of AI-driven tools influencing political communication in India. The paper concludes by emphasizing the need for robust policies and regulations to protect the integrity of democratic discourse, addressing both the challenges and opportunities posed by these emerging trends in political communication.