DIGITAL DEMOCRACY IN HIGHER EDUCATION CAMPUSES: A STUDY OF

SOCIAL MEDIA CAMPAIGNS IN STUDENT ELECTIONS UNDER THREE

UNIVERSITIES IN KERALA

Name: Sidharth B
Identification number: 010045387917
Parent Institution: Department of Journalism and Mass Communication, University of Calicut
Host Institution: Farook College (Autonomous)

ABSTRACT: The higher education campuses in Kerala are well known for their vibrant democratic engagement and
their active role in shaping the future socio-political leaders of India, the largest democracy in the world. With the
emergence of new media, the use of social media in campus elections is on the rise, but there is a lack of comprehensive
research on its impact and effectiveness. This study investigates the role and influence of social media campaigns in
campus elections, considering the unique context of the Kerala higher education landscape. It aims to explore the current
scenario of digital democracy in those public spheres where young minds actively engage, hoping that such an analysis
will generate useful insights into the future of digital democracy in the nation at large.

INTRODUCTION: Social media is being used more and more in a variety of contexts, and election processes are one
of the most important ones. The influence of social media on voting patterns in elections has been closely observed in
India and outside. Specifically, elections for student unions at universities and other educational institutions provide a
forum for students to learn about democracy. It is critical to acknowledge that kids are engaged users of social media in
this environment. During recent elections, student organisations on campuses have fully used social media.
Unfortunately, there is still a dearth of thorough studies examining the impact of online campaigning via Facebook,
Instagram, and WhatsApp on student election voting patterns. It's critical to learn how voters see several factors,
including the calibre of the promotional materials created by student organisations, their creative internet campaign
tactics, and more. Finding out which social media sites voters mostly use, if they indicate a desire for tailored content,
and whether those preferences are fulfilled are equally important. A comprehensive examination should also be
conducted into gender-based subtleties in social media marketing and differences in the strategies used for government,
private, and assisted higher education.

The national and international landscape as of the most recent data available in 2022 shows a growing tendency to
incorporate digital tools into democratic processes, including student elections. Universities throughout the world are
seeing a rise in the use of social media platforms for political campaigns, student opinion, and election results. The
democratic foundation of higher education institutions is faced with both opportunities and problems as a result of this
digital change. The choice of "Digital Democracy in Higher Education Campuses: A Study of Social Media Campaigns
in Student Elections under Three Universities in Kerala" was made because it is vital to comprehend how this digital
shift will affect democratic processes in particular geographical contexts. Kerala offers an interesting context for
examining the dynamics of social media campaigns in student elections because of its dynamic political landscape. The
hypothesis suggests that voter perceptions, candidate involvement, and overall election outcomes are greatly impacted
by the widespread use of social media in student election campaigns at these colleges. In order to determine the amount
of this influence, the study will look at how digital democracy promotes diversity, changes the political climate on
campuses, and handles issues with misinformation and ethical dilemmas. The study will provide insightful information
for the growing conversation on how democratic practices and digital technology interact in higher education.
METHODOLOGY: The research paper employed quantitative analysis and focused on higher education institutions in
Kerala. Student politics and college union elections are of significant interest. To collect data, a questionnaire designed
with fifteen questions with respect to the objectives of the study. Then it distributed to students at different colleges and
universities across Kerala. The questionnaire included queries aimed at understanding how students' behaviour and
voting preferences change in response to social media campaigns. The survey captured information on the categorization
of colleges as aided, government-run, or self-financed. The survey involved 100+ students (which will be finalised as
per Krejcie & Morgan Table (1970)) from colleges and university campuses under three universities: Calicut, Mahatma
Gandhi, and Kerala. These three universities and their affiliated college campuses are considered samples since they
represent three geographical segments of Kerala: Malabar, Cochi, and Tranvancore. Also, shortage of time of study and
funding level forced to limit the study to three universities. The data collected from the survey at campuses outside
Kerala, Calicut, and MG Universities will be subjected to quantitative analysis.

OBSERVATION AND RESULTS: Student union elections conducted in Kerala have undergone several distinct
changes in campaigning and interactions in these years. All students, without any political affiliation, are actively
participating in those campaigns. This study mainly focused on social media campaign tactics and impacts. The survey
reflects that student organisations within campuses have adeptly harnessed the power of social media during these
elections. Social media platforms like WhatsApp, Instagram, and Facebook are used as great tools for campaigning. The
impact of social media campaigns on students' voting behaviour in terms of their demographic and academic variables
is analysed after the survey. 51.8% of students say that the social media campaigns did not affect their voting behaviour.

This shows that on higher education campuses, student voters deeply analyse the election campaigns and organisations
views without falling down on the sweetened part of campaigning materials. Candidates usually try to enhance their
interaction skills during the election, but after social media captured control over mass campaigning, the candidates and
their organisations started optimising their profiles on social media. Gender-based nuances in social media campaigns
and disparities in campaigning methods concerning aided, government, or self-financed colleges are also analysed. 68.7%
are female students who participated actively in the survey. Organisations implemented new strategies to capture the
attention of voters in the form of reels, posters, videos, etc. 90.4% of students agree that student organisations follow
current trends in their social media campaigns. These organisations use personalised content to grab the attention of
voters.
Some survey results are given below,

DISCUSSION: We live in a time when apolitical and anti-democratic forces rule campuses. Students' union elections
are the biggest democratic process that takes place on campuses. Unlike banners and printed posters, social media keeps
today's campus elections alive. The nature of campaigning has changed drastically. The student community is constantly
engaging in social media and other digital spaces. Therefore, proper use of these during elections is essential. 97.6% of
the respondents surveyed as part of the research were aware of the election held on their campuses and the campaigning
activities conducted as part of it. As election campaigning has shifted to social media, the way it is analysed has also
changed. The entire student body has yet to take up this campaign. Only 39.8% of the students said it was very effective
when asked about the impact of social media on campus election. But the limited time is not able to meet the related
objectives. The social media strategies implemented on campuses by student collectives during elections try to fulfil the
interests of the target students.

Instagram and WhatsApp are mostly used by student organizations for campaigning. As the young generation's
obsession with Facebook ended, Instagram took over. These mediums are ideal for easily reaching students and their
social media feeds. The fact is that, separate groups and pages can be created exclusively for election time promotions
will increase their importance. Student organisations are constantly using new media to spread their politics and
ideologies. During election times, it evolves into a space for sharing announcements and brainstorming. It cannot be
guaranteed that the candidates have a profile that is compatible with the ideals of the organization. Therefore,
organisations and candidates take special care to check these during election time and make necessary changes to their
profiles. Voters are viewing this precisely because the candidate is familiar to them. The same opinion emerged in the
survey.

Currently, the promotion is set in accordance with the trend. In this sense, all organisations are at the forefront. Ninety-
four percent of those respondents agree. There is little doubt that other elections will be impacted if they are unable to
change the vote share on campuses. An analysis of the social media campaigns used in three institutions' student elections
provides insight into the intricate relationship that exists between digital democracy and higher education. Through an
analysis of these campaigns' impact, reach, and engagement, this research seeks to shed light on how student politics are
changing in the digital era. It is crucial to comprehend the ramifications of digital democracy as universities continue to
adjust to the incorporation of technology in order to promote inclusive, transparent, and stable electoral processes on
college campuses.

ACKNOWLEDGEMENTS: My immense gratitude to my advisor, Dr. Ajeena Rose, Assistant Professor and Head of
Farook College (Autonomous), for being so generous with her time and knowledge in guiding me through this research.
I owe a tremendous debt to Dr. Muhammadali N, Associate Professor, Department of Journalism and Mass
Communication, University of Calicut, for his valuable suggestions and his unfailing enthusiasm in supporting this
project. I express a deep sense of gratitude to the administrative office of Farook College and the department of
journalism and mass communication for providing the necessary resources for the facilitation of this research work. I
express my thanks to Mr. Sreehari Tharayil for his guidance and encouragement. I extend my heartfelt thanks to all my
friends and also to my parents and teacher for their constant support and presence.
BIBLIOGRAPHY
1. Rodrigues, U. M. (2014). The media, the social media and the elections. India election, 114- 124.
2. Mishra, R. (2016). Digital democracy and student politics: Interpretation from Assam university student’s council
elections. The Researcher-International Journal of Management Humanities and Social Sciences, 1(1), 46-57.
3. Lama, U. T. (2013). The Role of Social media in Elections in India. International Research Journal of Management
Sociology & Humanity (IRJMSH), 5(9), 312-325.
4. Mishra, R. (2016). Digital democracy and student politics: Interpretation from Assam university student’s council
elections. The Researcher-International Journal of Management Humanities and Social Sciences, 1(1), 46-57.

FEEDBACK: The research process was very enthusiastic and difficult for me. From the problem-finding stage to the
final draft preparation, this is very new for me. The topic derived from the problem was related to my political interests
and my investigative tendencies. When I was preparing the questionnaire for the survey, I was very excited to see the
participants interactions, and they went above and beyond my expectations. Preparing a research paper that is very closely
related to my political surroundings has enhanced my views on several things.