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Political campaigning in Assam and the Northeast region is distinctive in India’s hybrid media system. This study discusses parties and political campaigning in Assam’s hybrid media environment in the 2019 Lok Sabha and 2021 Legislative Assembly elections. The history of the state, party system development, and the media landscape precedes a discussion of the 2019 campaign drawing on interviews with party strategiests and television journalists. Although Facebook, Twitter and Instagram were on the rise as important campaign tools in Assam and the Northeast region in 2019, traditional political advertising (posters, pamphlets), coverage of political issues in traditional media (print and television news), as well as face-to-face communication (public meetings, door-to-door canvassing and rallies) remained the most important sources of political communication between voters and parties due to substantially lower teledensity than the national average. We explore how political parties used a mix of ‘advanced’ and ‘traditional’ campaigning tools to mobilize voters to support party agendas during the 2019 Lok Sabha election and the 2021 Legislative Assembly election campaign.

Campaigning and party strategies in Assam