2025, Vol. 6, Issue 2, Part C

This review explores the multifaceted impact of social media on voter attitudes during election periods, emphasizing its transformative role in political discourse, connectivity, and communication. Anchored in foundational theories of media influence, the paper examines how digital platforms shape content creation and information flow, especially in the high-stakes context of elections. While social media empowers marginalized voices and facilitates greater political participation, it also amplifies misinformation, polarization, digital surveillance, and privacy concerns. Using the 2019 Indian general elections and the 2024 U.S. presidential election as case studies, the paper investigates the dynamics of microtargeting, voter manipulation, and ideological echo chambers. It argues for the urgent need for robust regulatory frameworks, enhanced digital literacy, and ethical oversight to mitigate the risks posed by unchecked digital influence. Ultimately, this review underscores the critical role of governance, policy innovation, and public awareness in navigating the evolving relationship between social media and democratic processes.