Author:Avaneesh K.M.Y

DOI:-https://doi.org/10.64880/shikshasamvad.v3i2.3

Abstract

                This study addresses the relationship between new media (social media) exposure and voter perception in the context of the Bihar Assembly elections. The study explores the ways how the use of media influences political understanding, affects decision-making processes, and shapes public awareness. A quantitative survey was carried out using an online Google Form, gathering responses from 158 participants representing a variety of socioeconomic, gender, and income groups in Bihar. This investigation assesses how often individuals engage with social media, their interest in political topics, participation in online political discussions, and the influence of digital platforms on their political awareness. The results indicate that social media serves as a key source of political information. A significant number of participants report dedicating two to four hours or more each day to these platforms. A significant proportion of individuals consider political discussions on social media to be beneficial. The findings further suggest that gender and social classifications play an important part in shaping career opportunities, socioeconomic status, and media consumption. The study highlights the increasing impact of social media on voter behaviour and underlines the need for further research into media framing and misinformation in the context of Indian elections. Respondents from marginalized communities (SC/ST) reported lower income levels, a pattern that significantly shaped their media access and political engagement.

Keywords: Social media, voter perception, Bihar election, political communication, media framing, new media