SOCIAL MEDIA AND ITS IMPACT ON INDIAN DEMOCRACY: PUBLIC PERCEPTION AND POLITICAL DEBATES ON RURAL HOUSING SCHEMES

Social media plays a transformative role in India’s democratic processes, significantly influencing public opinion and political debates. This study examines the influence of social media on rural housing schemes, emphasizing the role of platforms like Twitter, Facebook, and WhatsApp in fostering citizen participation and enhancing governmental transparency. Social media has become a tool for citizens to voice their concerns and for policymakers to communicate initiatives effectively. However, it also amplifies political narratives, with parties strategically using these platforms to shape public perceptions and electoral outcomes. The implementation of rural housing schemes, such as the Pradhan Mantri Awas Yojana-Gramin (PMAY-G), has been extensively debated across digital platforms. While social media amplifies policy awareness and mobilizes support, it also propagates misinformation and politicization of government initiatives. This paper examines the dual role of social media in shaping public perception of rural housing schemes, analysing both its advantages and challenges. By exploring key debates, policy implications, and social media narratives, the study highlights the need for responsible digital engagement in democratic governance, incorporating both neoliberal and Marxist perspectives to assess the ideological dimensions of these debates. This study emphasizes the importance of balanced digital strategies to ensure inclusivity and transparency in governance.