V2I8P32

Digital Tamil Media and the Lok Sabha Elections 2024: Campaign Portrayals and Political Narratives

M. Kirubakaran^1*

Abstract

The 2024 Lok Sabha elections marked a transformative phase in Indian politics, particularly in Tamil Nadu, where digital media played a decisive role in shaping campaign narratives and influencing public opinion. With the rapid expansion of social networking platforms, YouTube channels, and digital news portals, Tamil media became a crucial arena where political discourses were framed, contested, and circulated. This paper examines how Tamil digital media portrayed central campaign issues such as the NEET controversy, allegations of corruption, promises of development, everyday concerns of basic needs, social justice debates, and questions of cultural identity. By drawing on framing theory, agenda-setting, and the concept of the public sphere, the study analyzes content from Tamil news portals, televised debates streamed online, meme cultures, and social media campaigns by political parties and influencers. The analysis reveals that Tamil digital media not only amplified regional concerns but also strategically framed narratives around federalism, social justice, and linguistic-cultural pride, often positioning these in contrast to national-level campaign strategies. In particular, the NEET issue and cultural identity discourses emerged as powerful mobilizing tools, resonating strongly with Tamil Nadu’s long-standing history of resistance to centralizing policies. The findings highlight the dual role of Tamil digital media: while it served as a political battleground for competing parties, it also functioned as a cultural mediator that translated electoral issues into relatable narratives for a linguistically diverse public. Ultimately, the study underscores the growing importance of digital Tamil media in shaping democratic participation and regional political consciousness.

Keywords:

Tamil media, Lok Sabha elections, NEET, corruption, social issues, digital politics, agenda-setting, cultural identity