ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Can an Election be Tweeted to Victory?

AAP, Arvind and a City State Called Delhi

How and why did AAP's social media campaign succeed while that of the Bharatiya Janata Party's fail? An analysis of the social media campaign of the Aam Aadmi Party in the Delhi elections.

This article was earlier posted on the Web Exclusives section of EPW.

The scale of the victory that the Aam Aadmi Party (AAP) achieved in the city state of Delhi on 10 February has had commentators at a loss for words. Suffice it to say that AAP, through its intuitive politics, was able to emerge as the beneficiary of the prevailing mood among a vast number of Delhi voters. Its victory mimicked the Bharatiya Janata Party’s (BJP) achievement in the 16th general elections of 2014. If the BJP rightly sensed the widespread anger at the United Progressive Alliance (UPA) government and worked successfully to deepen this feeling to its advantage, AAP instinctively discerned the incipient but distinct disillusionment of voters with the ruling BJP government, the fragility of the Congress Party, and amorphous despondency at the pavement level induced by the tragic, in-your-face realities of everyday life.

Harnessing Social Media

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