From Mass Media to Network Politics: Cross-Platforms Campaigning, Youth Engagement, and AI Dynamics In India s Electoral Democracy

The rapid expansion of social media and artificial intelligence (AI) has fundamentally transformed political communication in India, reshaping how citizens receive information, engage with political actors, and participate in democratic processes. Platforms such as WhatsApp, Instagram, Facebook, X (formerly Twitter), and YouTube have evolved from communication tools into influential political spaces where campaigns are increasingly driven by data analytics, algorithmic amplification, influencer networks, and AI-enabled personalization. These developments have been particularly significant for young and first-time voters, who rely extensively on digital platforms for political information and engagement. This paper examines the changing nature of political communication in India's electoral democracy by reviewing contemporary scholarship on digital campaigning, youth political participation, data analytics, micro-targeting, political branding, algorithmic recommendation systems, echo chambers, misinformation, deepfakes, and generative artificial intelligence. Drawing upon the works of Manuel Castells, Henry Jenkins, Yochai Benkler, Andrew Chadwick, Brian McNair, Joyojeet Pal, Sarangi, Gaur, Singh et al., and other contemporary scholars, the paper synthesizes theoretical and empirical perspectives to explain how political communication has shifted from centralized, mass-mediated broadcasting to decentralized, participatory, and algorithmically mediated digital networks.Particular attention is given to the 2024 Lok Sabha Election, which marked a significant milestone in the institutionalization of AI-driven electoral communication through voice cloning, multilingual campaign messaging, generative propaganda, deepfakes, hyper-localized deployment, and precision political communication. The paper also examines the democratic implications of algorithmic personalization, shadow campaigning, misinformation, and the emergence of regulatory challenges such as the "Authenticity Trap," highlighting their impact on electoral integrity, voter autonomy, and democratic accountability.

Keywords:
Network Society, Digital Political Communication, Cross-Platform Electioneering,