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Political organizations worldwide keep innovating their use of social mediatechnologies. In the 2019 Indian general election, organizers used a network ofWhatsApp groups to manipulate Twitter trends through coordinated mass postings.We joined 600 WhatsApp groups that support the Bharatiya Janata Party, theright-wing party that won the general election, to investigate these campaigns.We found evidence of 75 hashtag manipulation campaigns in the form ofmobilization messages with lists of pre-written tweets. Building on thisevidence, we estimate the campaigns' size, describe their organization anddetermine whether they succeeded in creating controlled social medianarratives. Our findings show that the campaigns produced hundreds ofnationwide Twitter trends throughout the election. Centrally controlled butvoluntary in participation, this hybrid configuration of technologies andorganizational strategies shows how profoundly online tools transform campaignpolitics. Trend alerts complicate the debates over the legitimate use ofdigital tools for political participation and may have provided a blueprint forparticipatory media manipulation by a party with popular support.

Trend Alert: How a Cross-Platform Organization Manipulated Twitter Trends in the Indian General Election