Manuscript Number : SHISRRJ214217

This paper investigates the relation between social media and politics by investigating the power of the Internet and more specifically social media, in the political as well as social discourse. Over the last decade, many studies have been conducted on the pattern of the use of social media by different political groups. Many argue that social media stimulates online and offline political participation. The study investigates how online political activities impact political efficacy and real-life political participation among different political parties. Political efficacy is significantly based on online political participation. In addition to that, social media platforms like Facebook, WhatsApp, Twitter etc. provide platforms for netizens to participate in real- life political activities. The paper is based on the deep analysis of political activities done during the time of elections in 2012, and again the general elections held in 2014 and 2019. Social media, in particular, is now a serious factor in political campaigns and in the way people think about different issues related to them. . Social media allows politicians and political parties a method to connect directly with people across the country at a reduced cost and greater reach than traditional media. Indian politics has observed a whirl of change over a period of time. People on social media now feel more connected and they are experiencing a newly developed connections with their political parties. For instance, WhatsApp has 200 million users in India, twitter has 7.65 million users, Facebook has 300 million users and 41 million people watch YouTube on a monthly basis. Along with that about 40% of Indian population constitute youths, with their age between 18 to35. Such a huge participation of indian youths has paved the way for a deep and serious research in this field. In conclusion, the findings of the study suggest that online political activities strongly correlates to political awareness and political participation.