Abstract

Media, being commonly called the fourth pillar of democracy, is crucial when determining the outcome of the elections as well as the perception of the masses. The present comparative study examines how media influence elections in India and United States as two of the largest and most powerful democracies in the world. The study examines the effect of both conventional media (television, newspaper, radio) and the new media (such as social media, like Facebook, Twitter, WhatsApp) on voter behaviour, political campaigning and the general democratic dialogue. This paper focuses on a doctrinal and comparative method in discussing the constitutional and legislative frameworks or rules governing the media of both countries that includes the India Election Commission regulations and the United States First Amendment guarantees. The paper ends by stating that what is required is stricter fact-checking tools, media literacy education, responsible journalism, and balanced regulation. It posits that although media has the potential of empowering democratic engagement, free rein of influence and control can corrupt election process. The findings of this study can be used comparatively to fashion reforms of media practices and policies in both nations in order to improve transparency and accountability during elections.

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