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ShodhKosh: Journal of Visual and Performing ArtsISSN (Online): 2582-7472
Digital Darbars: Spectacle, Stagecraft, and Viral Falsehoods in Rajasthan’s Electoral Campaigns Priyanka Maheshwari
1 Dr. Shriprakash Pal 6 1 Research
Scholar, Department of Media, Communication and Fine Arts, Manipal University
Jaipur, India 2 Associate Professor, Journalism and Mass Communication, Centre for
Distance and Online Education, Manipal University Jaipur, India 3 Assistant
Professor, Department of Mass Communication, Guru Nanak Dev University,
Amritsar, Punjab, India 4 Associate Professor, Amity University, Greater Noida, India 5 Assistant Professor, A.J.K. Mass Communication Research Centre, Jamia
Millia Islamia, New Delhi, India 6 Assistant Professor and Coordinator, Department of Mass Communication
and Journalism, Kargil Campus, University of Ladakh, India 7 Professor, University Institute of Media Studies, Chandigarh
University, India
1. INTRODUCTION In India, internet penetration, mobile technology and social media sites have greatly distorted the manner in which political discourses are shaped, being spread and being ingested by voters. The electoral campaigns in Rajasthan exemplify a vivid example of such a change in which political rallies, speeches, and symbolic performances have not been confined to the physical meetings but are planned and executed strategically and enhanced using the digital media ecosystems Sernani et al. (2025). This effect can be theorized as Digital Darbars, which are the traditional types of political spectacle that are intertwined with modern technologies of digital communications. Digital Darbar, is an aspect of the meeting of the past political traditions with the new media practices. Traditionally, rulers used the royal courts or darbars as the arena where they could exhibit their power and govern the people König (2020). The modern politics campaigns can be compared to similar performative arrangements, whereas digital technologies expand the scope of such performances to enormous distances. Campaign events, restructured into a form of viral content through livestreams, edited video clips, memes, and other short-form content, can then change the perception of the masses in widespread fashion Grover et al. (2019). Figure 1 |
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Table 1 Comparative Engagement of Authentic and Misleading Political Content |
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|
Content Category |
No. of Samples |
Avg. Reach |
Avg. Engagement |
Avg. Share Ratio (%) |
Avg. Comment Polarity
Score |
Avg. Fact-Check Delay
(hrs) |
|
Verified Official
Campaign Posts |
110 |
12,850 |
2,140 |
18.6 |
0.42 |
0 |
|
Edited/Context-Manipulated
Clips |
26 |
18,920 |
2,860 |
24.3 |
-0.18 |
11.5 |
|
Miscaptioned Images |
18 |
15,470 |
2,210 |
21.9 |
-0.11 |
9.3 |
|
Meme-Based False
Claims |
10 |
13,840 |
2,040 |
23.5 |
-0.06 |
14.8 |
|
Fact-Checked
Correction Posts |
22 |
8,260 |
1,120 |
9.7 |
0.15 |
0 |
Misinformation in the form of images also contributes greatly towards viral political narratives. Unrelated photos can be also used to prove the political allegations, and manipulated photos can also increase the sizes of the crowds and can show the artificial scenes which are created to disqualify the opponents. The misinformation of this nature can become viral since pictures are immediate to view and they need the least amount of interpretation. Algorithms amplification is a factor that leads to the spread of false information very fast. The social media sites focus on information that attracts a lot of engagement irrespective of the accuracy of the information. Material that has a high emotional appeal, i.e. anger, outrage, or excitement, is more likely to be shared and in turn become more visible in algorithmically-managed feeds. Online communities also encourage the spread of misinformation using the echo chamber effect. People tend to socialize mostly with people who believe in the same political ideologies, and this will result in an atmosphere of distributing false information with no question. When the misinformation has been integrated into the system of networks, it becomes hard to correct the wrong claims since the information that was being corrected rarely spreads to users as compared to the original viral information.
7. Case Studies of Viral Political Narratives
Case studies represent a solid source of information on the dynamics of creation and development of particular political stories in digital communication spaces. A closer look at separate examples of viral content will enable researchers to explore the processes of how spectacle politics and misinformation interplay during the elections. The case of the elections in Rajasthan provides some interesting examples on how digital narratives affect the discourse of people. One such incident is the case of a campaign rally where a candidate was giving a speech highlighting an initiative of regional development. Shortly following the occasion, a small video clip of a dramatic point of the speech went viral on the social media. The video was cut in such a way that it highlights a section of the speech that is confrontational, and thus the audience can perceive the message as an outright attack on the opposing political groups. Thousands of shares were obtained in hours and the video elicited mass debate among online communities.
Table 2
|
Table 2 Sentiment Distribution Across Major Campaign Narrative Types |
||||
|
Narrative Type |
Positive Comments (%) |
Neutral Comments (%) |
Negative Comments (%) |
Polarization Index |
|
Development-Oriented
Narrative |
48.2 |
27.6 |
24.2 |
0.24 |
|
Identity/Cultural
Symbolism |
55.8 |
18.9 |
25.3 |
0.31 |
|
Leader Image Branding |
51.4 |
21.7 |
26.9 |
0.29 |
|
Attack Campaign
Narrative |
22.6 |
19.4 |
58 |
0.53 |
|
Viral Falsehood
Narrative |
28.1 |
16.5 |
55.4 |
0.49 |
There is an instance where it went viral with a falsified picture purporting to depict enormous crowd in favor of a given political candidate. The picture showed a huge number of people during a rally but the latter analysis showed that the picture was captured during an unrelated cultural event a few years before. The misleading image made it through messaging groups and social media pages in spite of fact-checking by journalists and independent organizations.
Table 3
|
Table 3 Case Study Comparison of Viral Campaign Incidents |
||||||
|
Case Study ID |
Narrative/Event Type |
Initial Source Type |
Time to Viral Spread (hrs) |
Peak Shares/Reposts |
Fact-Check Issued |
Engagement Drop After
Correction (%) |
|
CS-1 |
Edited rally speech
clip |
Unofficial political
page |
3.2 |
8,420 |
Yes |
21.4 |
|
CS-2 |
Miscaptioned crowd
image |
Influencer account |
4.1 |
6,980 |
Yes |
17.8 |
|
CS-3 |
Meme against
opposition candidate |
Party supporter
network |
2.6 |
9,110 |
No |
0 |
|
CS-4 |
Fake quote card |
Anonymous account |
5.4 |
5,760 |
Yes |
24.6 |
|
CS-5 |
Emotional symbolic
campaign video |
Official campaign
account |
2.1 |
10,340 |
Not applicable |
— |
Another instance is presented in Table 3 that shows how meme culture plays a role in the formation of political narrative. The fans of rival political magazines developed comic memes with pictures that depicted the rival parties in a satirical or exaggerated manner. Though such memes were aimed at entertainment, they supported partisan stories and other political discourse around the campaign. As these case studies show, viral political discourses tend to incorporate the aspects of spectacle, emotional narratives, and digital remix culture. The high spread of such stories may influence the perception of the voters, and shape the media coverage, and increase the political polarization. The analysis of such dynamics can help to understand the changing role of digital media technologies and the electoral processes with democratic characteristics.
8. Data Analysis and Results
The digital campaign data analysis demonstrates that a number of specific trends may be identified in terms of the audience engagement, the content spread, and the misinformation propagation in the environment of the election campaign in Rajasthan. The measures of quantitative engagement show that the visually oriented content such as short video clips and image-based posts always got more interaction rates than the text-only messages. Posts with high visual symbolism, emotive words receive a lot more shares and comments, which should become the focus of the communication strategy based on spectacle.
Table 4
|
Table 4 Platform-Wise Campaign Content Engagement During Election Period |
||||||
|
Platform |
No. of Posts Collected |
Total Views |
Total Likes |
Total Shares/Reposts |
Total Comments |
Avg. Engagement Rate
(%) |
|
Facebook |
185 |
12,45,000 |
1,42,300 |
38,420 |
24,860 |
16.43 |
|
X (Twitter) |
240 |
9,82,500 |
96,420 |
31,280 |
18,950 |
14.94 |
|
Instagram |
160 |
14,86,000 |
1,98,750 |
42,610 |
21,730 |
17.73 |
|
YouTube |
95 |
11,28,400 |
1,21,560 |
19,340 |
16,280 |
13.98 |
|
WhatsApp Groups |
120 |
8,64,000 |
— |
28,500 forwards |
9,420 replies |
12.49 |
The analysis of content classification proves that a significant percentage of campaign-related posts was oriented towards the narrative framing, but not towards the discussion of policies. About half of the posts under analysis focused on symbolic gestures, references to the cultural identity, or the images of leaders. These stories especially worked well in creating a sense of audience engagement as they were framed around group sense and emotional appeal as opposed to a complicated policy discussion.
Table 5
|
Table 5 Content-Type Wise Engagement Performance |
||||||
|
Content Type |
No. of Posts |
Avg. Views per Post |
Avg. Likes per Post |
Avg. Shares per Post |
Avg. Comments per Post |
Avg. Virality Score |
|
Rally Spectacle Videos |
88 |
14,850 |
1,720 |
415 |
182 |
8.7 |
|
Meme-Based Propaganda |
74 |
11,420 |
1,390 |
502 |
144 |
8.3 |
|
Leader-Centric Image
Posts |
96 |
10,280 |
1,180 |
294 |
131 |
7.2 |
|
Policy/Manifesto Posts |
67 |
6,940 |
720 |
116 |
88 |
4.9 |
|
Misinformation/Falsehood
Posts |
54 |
16,230 |
1,540 |
648 |
216 |
9.1 |
The network diffusion analysis shows that the content of the viral campaigns is frequently circulated in the closely-knit groups of users, who tend to share and promote the messages, which are consistent with their political beliefs. Central nodes in such networks are often held by influential individuals such as political commentators and regional influencers, who can quickly spread the content to a huge number of people. When a text picks up in such groups, it tends to diffuse to larger groups of people in cross-platform dissemination.
Figure 4

Figure 4 Engagement Intensity Heatmap (Platform vs Content Type)
Other measurable differences in authentic campaign messaging and misinformation narratives are also found in the study. Although official campaign posts are usually written by verified accounts and follow specific communication patterns, the misinformation content can be viewed as the contribution of decentralized sources and disseminated in an unpredictable and uncontrollable way through informal networks as shown in Figure 4. Irrelevant contents are often as engaging as genuine campaign content, despite these structural disparities.
Figure 5

Figure 5 Digital Campaign Influence Radar Profile
The sentiment analysis of the comments left by users can be used to show polarization of reactions toward viral political content. The fans of certain candidates tend to be rabidly supportive of positive storylines and at the same time, criticize opposing perspective as shown in Figure 5. Such polarization is a contributor towards the continuation of false stories since any form of corrective information can be could be relegated or overlooked by tribalized audiences.
9. Discussion: Implications for Democratic Communication
This research demonstrates that there is a complicated correlation between digital media technologies and democratic political communication. Social media platforms may offer a chance to engage in civic activity better and obtain more information on politics, yet they also create a system of structural forces that may distort the discourse of the public. Spectacle-based communication tactics and viral fake news are two closely related events that play an important role in shaping the ways electoral discourse is created and perceived. The role of political spectacle in the voter perception is very strong due to the attention-grabbing qualities of visually stimulating narratives as opposed to discussions on policies. It is through planned activities in campaign teams that produce emotionally-relevant images that can be propagated across digital space. According to such strategies, the leader-based narrative is reinforced, and the focus is made on symbolic gestures that appeal to the sense of cultural identity and shared values.
Figure 6

Figure 6 Stacked Engagement Distribution across Platforms
Simultaneously, the information in the digital realm spreads illustrious or distorted information very quickly. The mechanisms which facilitate political communication that is legitimate are frequently used by viral falsehoods, such as algorithmic amplification and sharing on a network. Consequently, the narratives of misinformation can gain equally high visibility as the genuine campaign messages, which makes it difficult to preserve the discourse in the society on an accurate level. The other significant implication is the contribution made by the audience in creating digital political stories. The users of social media actively contribute to the flow and re-interpretation of campaign content by commenting, posting memes, and re-posting as shown in Figure 6. Such participatory dynamic makes politics communication a decentralized process in which meaning is developed in a process of continuous interaction between various actors. These results imply that the enhancement of democratic communication should be a concerted action of policymakers, technology platforms, journalists, and civil society organizations. The introduction of digital literacy and critical assessment of information can assist the audience in seeing through the fake news and mitigating the impact of viral hoaxes. The governance mechanisms of the platform that will restrict algorithm promotion of inaccurate information can also foster a more healthy digital communication atmosphere.
10. Limitations and Future Research Directions
Despite the fact that the present study is insightful in understanding how the nature of digital political communication is influenced in electoral politics in Rajasthan, it has a series of limitations that must be considered. It is the identification of these limitations that are used to elucidate the extent of the results and prospects of future studies. One of the constraints is associated with the access to data. The analysis is based on publicly available social media information on large digital platforms. Nevertheless, there are also some types of political communication that may take place in the context of private messaging, i.e., encrypted messaging groups, where information is difficult to retrieve to conduct a research. It is possible that these covert communication networks are significant in the spreading of political stories and misinformation. The other weakness is the problem of determining misinformation correctly. Although the work of fact-checking organizations and other sources of independent verification can be utilized as an excellent source of reference, it may be challenging to establish the truthfulness of a complicated political statement. There are some stories that are found in the gray informational situations when the interpretation depends on the political orientation and culture. The scope of analysis is also subject to temporal constraints. The data is centered on a specific campaign period of the elections of Rajasthan. The dynamics of political communication can transform with more time lasting depending on the new technologies and changing algorithms of platforms. Further research on the changing aspect of digital campaign strategies can be achieved with longitudinal research officials studying numerous election cycles. The future studies might consider using artificial intelligence to detect unwanted information and classify narratives automatically. The use of machine learning models, which are trained on massive data on political communication, can help a researcher and policymakers to detect new patterns of misinformation faster.
11. Conclusion
In the modern democracies, the digital technologies of communication have drastically changed the character of the electoral campaigning. The Rajasthan elections reveal that the conventional political performances are getting intermittently related to the digital media complexes in order to create highly observable political discourses that are emotionally engaging. The Digital Darbar is a good idea that should be thought of to assist in contemplating the involvement of the political spectacle, media stagecraft, and amplification by algorithms in modern electoral messages industries. The empirical study of the data on the social media campaigns revealed that it has certain meaningful trends. The content with high graphics and spectacle like rally videos and symbolic images were always maintaining high engagement rates as opposed to the policy oriented posts. The social media (particularly Instagram and Facebook) played a great role especially since they were graphical and very sharing formats. The trend of network diffusion also identified that the probable source of the high rate of acquisition of campaign content across platforms was the influential digital accounts and communities clusters. The results also highlight the enormous role of fake news in digital campaigning. Video clip memes, photos with a false caption tied to them, and edited video clips frequently reached a larger audience and became viral as opposed to official campaign messages. On their part, corrective fact-checking information had a difficult time finding such a high profile. These findings suggest that the frames of the algorithmic amplification and emotionally colored messages are the setting where the false narratives propagate rather quickly. The sentiment analysis of the audience revealed that attack related messages and viral fake news reportages had the strongest polarizing effects to the users. These tales might serve to further polarize politics as well as precondition the voter mentality through the implementation of emotional based storytelling rather than through a grounded discussion. The Digital Darbar Ecosystem Model developed in this paper demonstrates how the campaign events live transform into a viral narrative due to a multi-stage process of media production, amplification by the social media, and the interpretation by the audience. These dynamics have played a significant role in improving the systems of democratic communication in the age of the digital era. The creation of the automated system of misinformation recognition, the digital literacy of the voters, as well as the creation of the system of the platform governance that will be able to limit the destructive power of the lies that are propagated by the viruses, yet will not limit the free political speech, may form the basis of the future investigations.
CONFLICT OF INTERESTS
None.
ACKNOWLEDGMENTS
None.
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