1Research Scholar, Department of Journalism and Mass Communication, North-Eastern Hill University, Shillong, Meghalaya
2Professor, Department of Journalism and Mass Communication, North-Eastern Hill University, Shillong, Meghalaya
Online Published on 26 December, 2025.
With the advent of information technology and Web 2.0, the battle of narratives has been intensified as social media has become an integral part of election campaigning across the globe. In India, the microblogging site X (formerly Twitter) is used for continuous public engagement to shape election narratives. Similarly, in the 2024 assembly election in Haryana, where almost three-quarters of the population use the internet, social media was used intensively for campaigning.
The study identified 120 posts (advertisements) posted by the BJP and 95 by the INC during the defined period. These advertisements are analysed based on key parameters such as themes, engagements (likes, replies, retweets), etc in order to understand the strategies employed by both parties in shaping political narratives and mobilizing voters through digital platforms in the Haryana Assembly election.
The study examines advertisements circulated on X through official handles @BJP4Haryana and @INC Haryana between August 16 and October 5, 2024, i.e., during the Model Code of Conduct (MCC).
In this backdrop, the present study focuses on the usage of X as a tool for the propagation of political narratives by two leading parties- Bhartiya Janata Party (BJP) and Indian National Congress (INC) during the Haryana Assembly election 2024.
Political Narratives, Political Actors, Political Communication, Advertisements, Public Sphere, Election, Social Media, Microblogging site X, BJP, Congress
