Abstract
Digital platforms increasingly influence the visibility and emotional dissemination of political messages; however, their ability to convert engagement into electoral influence is uneven and contingent upon context. Drawing on computational analysis of Facebook and Instagram during the 2024 Andhra Pradesh Assembly elections, it analyses how platform-specific features, emotive content, and temporal patterns influence voter engagement and political prominence. The paper looks at three important aspects of digital campaigning. First, it looks at posting patterns and campaign intensity, focusing on how frequently political actor's post. Second, it looks how different types of posts, such as those about welfare, leadership, or direct political attacks generate higher levels of interaction among voters. Third, it studies how the campaign narratives change over time, rise and fall of key themes in response to political events and moments.
This study analyzes over 30,000 social media posts posted between June 2023 and May 2024 by the two principal political parties in Andhra Pradesh, i.e., the Telugu Desam Party(TDP) and the Yuvajana Sramika Rythu Congress Party(YSRCP), along with their respective leaders, N. Chandrababu Naidu and Y. S. Jagan Mohan Reddy. After collecting the raw data, the raw data sets were sorted chronologically and split by predefined timelines. The time frame has been divided into three timelines or campaign phases, considering the various political endpoints. Engagement rate was calculated using standardized measures, and posts were filtered to exclude non-political content through a rule-based classification process, allowing the analysis to focus exclusively on substantive political communication. For a better understanding of the voters' perspective, we also conducted sentiment and thematic analysis of the most relevant comments. This allows us to study how voters interpret the campaign messages.
The results indicate that digital campaigning is predominantly centered around particular political events, announcements, controversies, and campaign milestones. Posts with emotional content and personal attacking of the leaders have a high engagement rate. It was also evident that Instagram, which is visual-centric, has a much higher engagement rate than Facebook. Facebook supported longer political messaging and more sustained interaction in comment sections.
By using computational tools to analyze engagement dynamics, the study enables the field of electoral politics to move beyond descriptive explanations of digital campaigning to more detailed examinations of political communication and digitally structured participation. This approach opens new avenues for research on electoral politics by demonstrating that digital engagement can be systematically studied as a political process.