AI-Driven Political Communication and Electoral Democracy in Odisha: A Gendered Analysis of Digital Narratives and Voter Engagement
Keywords:
Artificial Intelligence, Political Communication, Electoral Democracy, Odisha, Gendered Communication, Digital Politics, MisinformationAbstract
The rapid expansion of artificial intelligence (AI), social media platforms, and digital technologies has significantly transformed electoral politics and political communication in contemporary democracies. This study examines the impact of AI-driven political communication on electoral democracy in Odisha with particular emphasis on digital narratives, voter engagement, misinformation, political polarisation, and gendered political communication. The study analyses how platforms such as WhatsApp, YouTube, Facebook, and Instagram shape political perceptions and democratic participation through personalised political messaging and algorithmically mediated communication. The study employs a descriptive and interpretive research design, drawing on both primary and secondary data. Primary data were collected using a structured questionnaire from 52 respondents in Odisha, including 24 males and 28 females. The findings reveal that AI-driven political communication increasingly influences voter behaviour through targeted narratives and personalised political content. Welfare-oriented and regional identity narratives emerged as dominant forms of digital political communication. The study further highlights concerns regarding misinformation, democratic trust, and gendered digital inequality within Odisha’s evolving digital electoral environment.
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Published on: 27-06-2025
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Copyright (c) 2025 Dr. Sumit Kumar Minz , Mr. Sudhansu Sekhar Sahoo
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