Why in the news

India is approaching the 2026 election cycle amid unprecedented digital disruption of democratic processes. Electioneering has decisively shifted from rallies and manifestos to WhatsApp, influencers, and AI-generated content. This marks a sharp departure from earlier elections where television and print dominated political messaging. The scale is significant, with over 900 million internet users, 90 crore television viewers, and 65% of Indians relying on social media for news, creating fertile ground for misinformation, manipulation, and synthetic political content.

How has electioneering fundamentally changed?

1. Digital-first campaigning: Replaces ground mobilisation with podcasts, WhatsApp channels, and algorithm-driven platforms.
2. WhatsApp-first political communication: BJP’s launch of India’s first “WhatsApp Elections” in 2024 institutionalised private messaging as a campaign tool.
3. Attention-driven narratives: Rewards sensationalism over verification due to speed and virality.

What exactly constitutes fake news in the Indian context?

1. Undefined legal status: Lacks a formal definition under Indian law.
2. Comparative clarity: Australia’s eSafety Commissioner defines fake news as “fictional news stories tailored to support certain agendas.”
3. Sensational amplification: Algorithmic platforms magnify emotional and polarising content.

Why is fake news proliferating at scale?

1. Platform dependence: 65% of Indians view social media as a primary news source.
2. High trust deficit: 40% believe fake news shapes political views.
3. Electoral sensitivity: Fake news increasingly targets polarising political themes.
4. Verification collapse: Speed of dissemination outpaces fact-checking mechanisms.

Where does fake news spread most rapidly?

1. Encrypted platforms: WhatsApp and Telegram enable rapid, untraceable circulation.
2. Algorithmic ecosystems: X (Twitter), Instagram, and Facebook reward engagement over accuracy.
3. Regional language media: Hindi and regional newspapers retain higher credibility, creating selective trust asymmetries.
4. Television saturation: India hosts nearly 900 private TV channels, amplifying narrative competition.

Who are the new political intermediaries?

1. Influencers as opinion brokers: Gen Z reliance stands at 13% globally and over 8% for certain influencers.
2. Algorithmic reach: Influencer visibility often exceeds that of traditional journalists.
3. State engagement: Government engagement with influencers through events like “Mann Ki Baat.”
4. Institutional penetration: Influencers empanelled in 2023 under a CEO-led initiative.

What role do deepfakes play in electoral manipulation?

1. Synthetic media proliferation: AI-generated audio and video increasingly mimic political leaders.
2. Documented misuse: Deepfake videos surfaced during recent Lok Sabha elections.
3. Low-cost production: Reduces barriers for political disinformation.
4. Cross-party vulnerability: Affects ruling and opposition parties alike.

How prepared is the regulatory system?

1. Delayed response: Model Code of Conduct provisions activated late in election cycles.
2. Enforcement deficit: Difficulty tracing encrypted or AI-generated content.
3. Partial institutional awareness: Meta approved 14 AI-generated electoral ads, signalling scale but weak deterrence.
4. Reactive governance: Regulation follows disruption rather than anticipating it.

Conclusion

India’s electoral democracy is entering a phase where technological speed, anonymity, and algorithmic incentives overpower institutional safeguards. The convergence of fake news, influencer politics, and deepfakes represents not a temporary challenge but a systemic risk. Without anticipatory regulation and voter literacy, elections risk becoming contests of manipulation rather than mandate.

PYQ Relevance

[UPSC 2022] Discuss the role of the Election Commission of India in the light of the evolution of the Model Code of Conduct.

Linkage: The Model Code of Conduct expanded the Election Commission’s role beyond conducting elections to enforcing ethical political behaviour. Digital campaigns, misinformation, and deepfakes now test the ECI’s regulatory capacity under the MCC.

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