With better network and more smartphones in rural Karnataka, candidates embrace social media for campaigning

Social media campaigners of political parties in Karnataka say the relevance of social media has increased this time around with many millennials and Gen Z joining the ranks of first-time voters

As election campaigning gains pace, social media campaigning of political leaders is in full swing. While social media was used widely during previous elections too, with internet connectivity spreading, this time even politicians in rural areas and senior (older) leaders are utilising social media extensively.

Most leaders in rural areas have set up their own social media teams for these elections.

Subhash Rathod, Congress leader from Chincholi, says, “In rural areas, if not anything, voters use WhatsApp for sure. Compared to the last election, this time, the number of people who have smartphones and connectivity has increased. WhatsApp is our main medium, while we also send out Facebook updates regularly.” 

“On WhatsApp, we have groups where our social media teams are constantly sending messages about the work I do and the major announcements of our party on both the State and Central front.”  

A source in the JD(S) said senior leaders see social media as a way to connect with young voters. “You can see that regular updates go out from our most senior leader H.D. Deve Gowda’s account too.”  

The social media campaigners of various political parties also said the relevance of social media had increased this time around, with many millennials and Gen Z joining the ranks of first-time voters. 

Vikas Puttur, social media convenor of BJP, says, “In 2018, we were the opposition party, and we had a different social media approach to reach out to our voters. This time, as we are in power, we are concentrating on projecting the developmental schemes of both the State and Centre operationalised during our tenure. We are not keen on responding to what opposition parties post. We are also posting reels and stories of our projects and schemes to reach the younger audience.”