Social Media and Political Activism in India: A Content Analysis of Online Movements

Abstract

This research paper examines the role of social media in political activism in India by conducting a content analysis of tweets related to four significant online movements: #CAAProtests, #FarmersProtest, #MeTooIndia, and #LokSabhaElections2019. The study aims to explore how digital platforms like Twitter facilitate political engagement, shape public discourse, and influence broader societal outcomes. Using qualitative content analysis, data were collected through Twitter’s API, focusing on key hashtags from 2018 to 2023. The findings reveal that social media serves as a dynamic platform for political participation, enabling diverse engagement across linguistic and regional lines. Text-only tweets were the most common, but the substantial presence of images, memes, and videos underscores the role of visual content in enhancing public engagement. Sentiment analysis indicated a balanced distribution between positive, negative, and neutral sentiments, reflecting the complex nature of digital discourse. The study highlights the democratizing power of social media, allowing ordinary citizens, activists, and media to contribute to political narratives. However, challenges such as misinformation and limited depth of engagement were also noted. The research emphasizes the importance of social media in contemporary political landscapes, offering insights into how digital activism can influence public opinion and drive societal change.