Social media participatory development communication during COVID-19 by Elected Women Representatives (EWR) of Panchayati Raj Institutions (PRI) in India

Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore - 641112, India

^* Corresponding author: s_kalyani@cb.amrita.edu

Abstract

Technological advancement has mandated many elected representatives to use social media for socio-political participation, participatory development, and currently to create awareness about COVID-19. Examining the social media usage experiences of elected women Panchayati Raj representatives during the COVID-19 pandemic reveals insights into their efforts towards creating awareness on COVID-19, ease of communication during the pandemic, increased involvement in developmental issues, and the challenges faced by them. The qualitative data that emerged from the in-depth interview are analyzed using Braun and Clarke’s (2006) thematic analysis method. The participants experienced instances of positive outcomes, overcoming the limitations caused by the COVID-19 pandemic and fighting against it. The elected representative become more accountable and sensitive to the development issues arising in their constituency and look for ingenious ways to solve them. Apart from the administrative and Panchayat related activities, social media platforms are also used to extend help and services to the poor and disadvantaged sections of the society during this difficult time. Critical development issues such as water and environment protection are also dealt with effectively through social media platforms.