| 1. Socio-economic Factors: |
| Caste: |
- India's caste system has a deep-rooted impact on voting patterns.
- Voters often align with political parties that cater to their caste interests, leading to caste-based voting blocs and consolidation.
- The National Election Study (NES) conducted after the 2014 Lok Sabha elections found that caste considerations influenced voting decisions for around 33% of voters in India.
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| Religion: |
- Religious affiliations, especially in a diverse country like India, often guide voter preferences.
- Political parties with religious or community-based agendas can sway voting behavior.
- The Pew Research Center's study on religion and public life found that religion played a role in voting decisions for 64% of Indian adults.
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| Socio- economic Status: |
- Income levels and economic aspirations influence voting patterns.
- For instance, the India Human Development Surve (IHDS) found that voters with higher income leve were more likely to support parties that emphasize economic development and social welfare.
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| 2. Political Factors: |
| Party Perception: |
- The impact of party perception on voting behavior is evident.
- The Election Commission of India's post-election surveys revealed that voters consider the credibility, reputation, and performance of political parties as key factors in their decision- making process.
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| Leadership: |
- Voters often evaluate the credibility, charisma, and competence of leaders.
- The Lokniti-CSDS National Election Study 2019 indicated that the leadership factor played a crucial role for nearly 19% of voters in India.
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| Party Ideology: |
- Political ideologies, such as socialism, nationalism, secularism, or regionalism, resonate differently with different sections of society and influence their voting preferences.
- The Centre for the Study of Developing Societies (CSDS) surveys reveal that ideological considerations influence the voting decisions of a significant proportion of Indian voters.
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| 3. Regional and Local Factors: |
| Regional Identity: |
- In a country as diverse as India, regional identity holds immense importance.
- Voters often align with parties that prioritize regional interests and aspirations.
- Data from the Election Commission of India shows that regional parties have a significant presence and attract support in various states.
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| Local Issues: |
- The Association for Democratic Reforms (ADR) surveys reveal that voters prioritise local issues such as infrastructure development, employment opportunities, healthcare, education, and law and order while evaluating candidates and parties.
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| 4. Media Influence |
| Media Coverage: |
- Media coverage of political campaigns, policies, and candidates can shape voter perceptions and decisions.
- For instance, India has over 425 million newspaper readers, showcasing the significant reach of print media.
- Besides, a study by the Reuters Institute for the Study of Journalism found that media outlets play a crucial role in agenda-setting and influencing public opinion during elections.
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| Social Media: |
- The Internet and Mobile Association of India (IAMAI) and Nielsen's study found that social media platforms play a crucial role in shaping political opinions and preferences, particularly among the youth and urban population.
- Lokniti-CSDS National Election Study (2019) highlighted that nearly 39% of voters in India reported using social media for political information.
- A study by the Centre for Media Studies (CMS) found that political parties spent over ₹27,000 crore ($3.6 billion) on social media campaigns during the 2019 Lok Sabha elections.
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