Viral Politics: The Mechanics of Manipulated Video Propagation on Indian Social Media Ecosystems (With Reference to the 2019 and 2024 Lok Sabha Elections)

In the era of pervasive artificial intelligence, the applications of AI-driven technologies are fundamentally reshaping the landscape of advertising and public relations worldwide. This research investigates the dynamics of manipulated video propagation on Indian social media ecosystems, with a specific focus on the 2019 and 2024 Lok Sabha elections, situating these phenomena within the larger transformation wrought by AI in persuasive communication. The study analyzes how sophisticated algorithms, influencer networks, and AI-enabled emotional targeting fuel the virality of politically manipulated video content. Employing a mixed-method approach that combines content analysis, network mapping, and survey-based assessments, this paper explores the intersections among technology, misinformation, and voter perception. Findings indicate that emotionally charged and algorithmically amplified videos, often generated or modified using AI-driven tools, play a decisive role in influencing political narratives and public opinion, deepening societal polarization. The mechanisms uncovered in this political context reflect broader trends in commercial advertising and strategic public relations, where artificial intelligence enables precise message targeting, rapid content generation, and the manipulation of audience sentiment at scale. By dissecting the mechanics of manipulated video virality in electoral contexts, this research provides valuable insights into how AI is fundamentally transforming not just political communication, but the core strategies and ethical considerations across all domains of advertising and public relations.