| Abstract |
Digital technologies and AI are reshaping political communication globally, with campaigns increasingly driven by platform strategies, data-driven targeting, and algorithmic personalization. In emerging democracies like India, these transformations intersect with complex electoral dynamics and diverse media ecologies. Drawing on studies from the DigiCamp and Propaganda Project at the National University of Singapore, this presentation offers a multi-platform analysis of digital campaigning during the 2019 and 2024 Lok Sabha elections and selected state-level contests. Leveraging Facebook and Twitter data, along with a survey experiment on voter responses to AI-generated deepfakes, our studies show how incumbency, personalization, and technological innovation shape campaign strategy and voter attitudes. Our comparative framework reveals key differences in digital tactics across electoral contexts and platforms, while highlighting the nuanced effects of AI on affective polarization. The findings advance broader debates on how digital media and emerging technologies are transforming democratic engagement in the Global South. |