DOI: https://doi.org/10.63345/ijrhs.net.v13.i7.6
Lavina Shetty
Independent Researcher
Karnataka, India
Abstract
Multilingual communication plays a pivotal role in shaping political discourse, particularly in culturally diverse nations where regional languages serve as vital channels for voter engagement. This manuscript examines the dynamic interplay between multilingualism and political campaigning, focusing on how regional media outlets leverage local languages to influence electoral outcomes. Employing a mixed-methods approach that integrates content analysis of campaign advertisements, survey data from voters across multiple states, and interviews with campaign strategists, the study uncovers that language choice in political messaging significantly affects voter perceptions of candidate credibility, message relevance, and emotional resonance. Findings indicate that campaigns conducted in voters’ native languages enhance message comprehension and trust, while bilingual and code-switching strategies can broaden appeal across linguistic communities. The results underscore the importance of tailoring campaign content to linguistic contexts and highlight potential risks, such as the exclusion of minority language groups. The study concludes with recommendations for political actors and media practitioners to adopt inclusive multilingual strategies that foster democratic participation without marginalizing linguistic minorities.
Keywords
multilingualism, political campaigning, regional media, voter engagement, language politics, electoral communication
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