Grassroots Campaign in Technology-Enabled Elections: Madurai and Thiruvananthapuram in 2019 Indian Elections

Abstract

As a critical site of democratic action, grassroots electoral campaigning is undergoing a transition with the influence of internet affordances in the political mobilizational areas of narrative building, campaign management, data collection and analysis. Through an ethnographic study conducted in Madurai and Thiruvananthapuram during the months prior to the 2019 Indian Parliamentary Elections, the study attempts to map the technology adoption among political workers, in relation to their party/leaders, voters, and other stakeholders in the electoral landscape. Using the typology presented in the new repertoire of social movement action, the authors categorize internet-based and internet-supported campaigning tools, according to the threshold of risk and effort involved in undertaking the activities. Illustrating with perspectives from the grassroots political agents, the paper aspires to extend the literature related to digital political mobilization and contribute to the study of democratic systems.