A content analysis of mizoram government’s use of social media and citizen engagement

Digital platforms have emerged as powerful tools for governance. Mizoram, situated in the Northeastern region of India bordering Myanmar and Bangladesh comprise of strong oral traditions and community-based political practices, this transition marks a significant paradigm shift in how political discourse is constructed, framed and disseminated. This study explores the evolving nature of political communication through a focused content analysis of social media handles managed by the state government. The research investigates how state agencies, particularly the Information, Public Relations, Printing and Stationery Department and the Chief Minister’s official social media accounts, employ social media platforms to shape public opinion, promote policy narratives and engage citizens. Using qualitative content analysis approach, the study categorises based on tone, message type, visual symbolism and thematic framing across key governance areas such as development, identity politics, crisis response and cultural representation. Grounded in the theories of Habermas’s public sphere theory and platformisation theory, the study critically examines how digital communication alters traditional participatory structures. The shift from grassroots oral discourse to centralized, curated messaging that often blends bureaucratic efficiency with cultural symbolism tailored to resonate with Mizo identity. While this has improved accessibility and visibility of political content, the study also uncovers gaps particularly in inclusivity, digital literacy and the marginalization of rural voices in the digital public sphere. Citizen’s response patterns reflected to comments, shares and discourse tone on social media reveal evolving expectations around transparency, accountability and representation. The study recommends a culturally contextualized and inclusive digital strategy for political communication in Mizoram. By aligning technological advancement with local traditions, linguistic diversity and community norms with government agencies can be more effectively engage with the public to foster trust and strengthen democratic participation. The study contributes to the broader understanding of how regional governments in culturally complex societies can adapt digital tools for democratic renewal without compromising traditional values.