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Volume 17 Issue 1 January-June 2026
International Journal of Communication Development |Articles

Social Media, Political Frames and User Engagement: Analyzing BJP and AITC Campaigns on Meta during the West Bengal Assembly Election 2026

Aakash Shaw
Assistant Professor & Head Department of Journalism and Mass Communication Vivekananda College & Research Scholar Department of Journalism and Mass Communication University of Calcutta
View PDF Volume 17 Issue 1 January-June 2026 10.65301/ijcd.2026.17.1.1300 ↗
Aakash Shaw . (2026). Social Media, Political Frames and User Engagement: Analyzing BJP and AITC Campaigns on Meta during the West Bengal Assembly Election 2026. International Journal of Communication Development , 17(1), 102-124.
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Abstract

The growing use of social media has transformed political communication by allowing political parties to directly present their messages, frame public issues, mobilize supporters and interact with citizens. Social media therefore provides an important space for contemporary political campaigning and political engagement (Boulianne, 2015; Chadwick, 2017). Against this background, the present study examines the political communication strategies of the Bharatiya Janata Party (BJP) and the All India Trinamool Congress (AITC) on Meta during the pre-election period of February, March and April 2026 in the context of the West Bengal Assembly Election. The study adopts a mixed-method approach, combining quantitative analysis of posts, likes, comments and shares with qualitative analysis of major political frames and campaign narratives. A total of 1,024 BJP posts and 919 AITC posts were examined. The findings indicate that BJP maintained a higher volume of posting and generated greater visible engagement throughout the study period. BJP's communication primarily focused on corruption, government scams, women's security, crime, public meetings and the demand for political change, particularly through the slogan “Paltano Dorkar Chai BJP Sarkar.” In contrast, AITC emphasized regional identity, welfare schemes such as Lakhir Bhandar, development, public meetings and resistance to BJP, reflected in the slogan “Jotoi koro hamla, abar jitbe Bangla.” The study shows that Meta functioned as an important platform for political framing, mobilisation and identity construction. However, visible engagement should not be treated as direct evidence of voter support or electoral influence. The findings suggest that BJP's change-oriented narrative corresponded with the broader electoral shift, while AITC retained substantial support through welfare and regional-identity messaging.

Keywords

Social Media Political Communication Political campaigns Political Framing AITC West Bengal Assembly Election 2026

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