Strategic Shifts and Narrative Engineering: The Role of Political Strategists in Shaping Public Opinion in Murshidabad, West Bengal

This research explores the transformation of political campaigning in the Murshidabad district of West Bengal, India, from ideological canvassing to digitally driven and strategist-led electoral narratives. As a region steeped in political history, Murshidabad offers a unique lens through which to examine how political strategists and communication tools are redefining voter behaviour and public opinion. The study employs a qualitative case study approach, incorporating field interviews with voters, journalists, and campaign workers, as well as analyses of campaign materials, including WhatsApp forwards, pamphlets, and social media content. Two key electoral events—the 2016 Assembly Election in Dumkal and the 2021 Assembly Election in Raghunathganj—serve as the primary case studies. Findings reveal that modern election strategies in Murshidabad hinge on hyperlocal welfare narratives, digital outreach, micro-influencer engagement, and real-time feedback loops. These strategies have significantly influenced first-time and young voters, contributing to a shift in loyalties from traditional parties to those offering tangible developmental outcomes. The research highlights the evolving role of political strategists, shifting from background advisors to central architects of public opinion. This study was conducted to understand how grassroots political traditions are being transformed by strategic communication. It contributes to the literature on political communication in rural India and raises questions on the ethical use of data and digital tools in democratic processes.