Digital Campaigning Reshapes Nepal’s Election Landscape

As information and communication technologies continue to advance, Nepal’s election campaigning style is undergoing a visible transformation. Political outreach that was once dominated by rallies, street speeches, and loud public gatherings is increasingly shifting toward digital platforms. Social media has emerged as a powerful tool to reach younger voters and a growing population of Nepalis living abroad, fundamentally altering how political messages are crafted and delivered.

This shift became evident during the 2079 BS local elections, when newly formed political parties and independent candidates relied heavily on social media to communicate their agendas. Their success prompted traditional parties to rethink their approach in subsequent provincial and federal elections. Today, almost all political parties and candidates are refining their campaign strategies by using digital tools to present policies, visions, and appeals directly to voters.

A decade ago, election seasons were marked by the sound of speeches and rallies echoing through town squares and narrow streets. In contrast, today’s campaigns are dominated by short video messages, livestreams, graphic posters, and even AI-generated content shared on platforms such as Facebook, X (formerly Twitter), and Instagram. This change reflects broader social shifts, particularly the rapid expansion of internet and mobile connectivity across the country.

According to data from the Ministry of Communication and Information Technology, internet penetration reached 135.36 percent by Falgun 2081, while mobile phone penetration stood at 102.1 percent. Political parties have closely studied these figures, recognizing that digital platforms allow candidates to reach large audiences instantly and at relatively low cost. In major cities, where most residents are active on at least one social media platform, digital campaigning has become especially influential. Even in remote areas, expanding connectivity has ensured that online political messaging now reaches voters who were previously accessible only through physical campaigning.

Another key factor shaping digital campaigning is foreign employment. Data from Nepal Rastra Bank show that more than 175,000 Nepalis obtained new labor permits, while over 163,000 renewed their permits, primarily for destinations such as Malaysia, Qatar, Saudi Arabia, and Kuwait. Political strategists believe that influencing migrant workers through digital platforms can indirectly influence voting behavior within their families back home, making overseas Nepalis an important audience in modern election campaigns.

With the election scheduled for Falgun 21, state institutions and political actors have intensified their preparations. Party leaders and candidates are actively releasing digital messages to mobilize supporters. From calls for unity to explanations of candidacy and policy priorities, social media has become a central stage for political communication. Leaders from major parties, including the UML, Nepali Congress, and Rastriya Swatantra Party, have all used digital platforms to energize supporters, share campaign narratives, and frame the election as a collective political mission rather than an individual contest.

However, this rapid digitalization has also raised concerns. Former Prime Minister Jhal Nath Khanal notes that while adapting campaign styles to changing times can improve outreach, the issue of dignity and discipline in campaigning is far more important than the medium itself. He argues that without effective regulation, digital campaigning—particularly content driven by artificial intelligence—can negatively affect social harmony and electoral integrity.

Historically, Nepal’s first election in 2015 BS relied on poets, singers, writers, and cultural figures to convey political messages to voters. Over the decades, campaigning evolved from public gatherings to radio, loudspeakers, mobile phones, and now digital and AI-based tools. This rapid evolution has raised questions about whether existing election regulations are sufficient to address modern campaigning practices.

The Election Code of Conduct 2082 seeks to address these concerns. It explicitly prohibits the creation or operation of fake social media accounts or websites intended to influence elections. The code also bans defamatory content, misinformation, hate speech, and manipulated materials shared with the intent to affect electoral outcomes. Furthermore, it restricts the publication of opinion polls and altered media content during the sensitive election period, emphasizing the need to protect the credibility of the electoral process.

As Nepal moves closer to election day, digital campaigning is set to play an even greater role. While technology has expanded political participation and access to information, it has also introduced new risks that demand careful oversight. The challenge for regulators and political actors alike is to ensure that innovation in campaigning strengthens democracy rather than undermines trust. How Nepal manages this balance may shape not only the outcome of the upcoming election but also the future of its democratic practices.