In advanced democracies, political parties resort to the modern modes of campaigning such as social networking. Then there are the conventional campaigning tactics such as rallies and debates which are televised nationally. In advancing democracies like India, it is still some time before parties embrace social media campaigning to the same extent as the traditional modes though major strides happened in this regard during the last general election. Question is, how do parties get an idea about when they should opt for social media and when for traditional modes of campaigning? Also, does big data play a role in this regard?
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