Using narrative analysis to evaluate the political communication adopted by a leading political outfit (AAP) in the Delhi elections (assembly) in 2015 and 2020

Abstract

With the increase in internet connectivity in India, political parties are increasingly turning to new mediums of campaigning like YouTube to further their political narrative. We aim to analyze the electoral campaign communication of the AAP up to three months before the two Delhi Assembly Elections (2015 and 2020) through their YouTube posted video content.