Political Posters Reveal a Tension in WhatsApp Platform Design: An Analysis of Digital Images From India’s 2019 Elections

Abstract

This article examines the effects of WhatsApp as a mode of dissemination of political posters. It found that platform affordances that control the crafting and dissemination of political messages open up the possibility of vague political messaging by conforming to the social media’s visual culture and limit the spread of these messages, restricting the ability to organically gather support for a political cause. Despite the growing appeal of social media in political campaigns, social media messages when used by individuals and small, independent social media groups, who are not a part of a larger, organized political party or movement, have little influence on electoral decisions of voters about a political cause that faces weak public support. This was discussed in the context of electoral results of the Leftist political party in India in 2019 national elections. The paper then contributes to our understanding of the extent of the influence of social media platforms on political media messages.