Scholars have increasingly examined how digital platforms shape elections worldwide. Within this broader discussion of platform-mediated political communication, the 2024 Indian general elections offer an important case to understand the role of YouTube-based digital newsrooms and political YouTubers, who have emerged as prominent actors voicing critical perspectives. This study asks: how have Indian YouTubers attempted to shape political discourse during the 2024 general election? And how do they and their audiences perceive YouTube’s role in enabling this influence?

The study draws on semi-structured interviews with independent digital news organisations using YouTube as their primary platform, urban audiences, and a Google policy expert. Interviews were analysed using grounded theory, situated within the perspectives of Science & Technology Studies (STS). Findings show that the identity of being “independent” is closely tied to a shift from advertisement-led to subscription-based models, aimed at greater editorial autonomy and reduced corporate and government influence. However, this shift produces a new form of platform dependence, as organisations remain reliant on YouTube for visibility, scale, and audience growth.

In this environment, trust and credibility are performed through continuous boundary work rather than formal credentials alone. Audiences perceive YouTube as expanding participation, enabling greater voice and agenda-setting power through platform affordances. However, these opportunities are shaped by algorithmic opacity, uneven policy implementation, and tensions between countering mis- and disinformation while maintaining free speech. The findings are context-dependent and contribute to Global South perspectives on platform governance, independent digital journalism, and elections.

Authors:
Umaima Ehtasham, Technical University of Munich, Germany

About the Presenter(s)
Umaima Ehtasham recently graduated from the Technical University of Munich (Germany) with a Master's in Responsibility in Science, Engineering & Technology. Her research interests lie in politics x tech, mobility innovation, & inclusive technologies.

Connect on Linkedin
https://www.linkedin.com/in/umaimaehtasham

Connect on ResearchGate
https://www.researchgate.net/profile/Umaima-Ehtasham

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