Social Media and Indian Politics

Yoginder Kandhari
Way back in 1964, Marshall McLuhan, renowned media guru, predicted that world would someday shrink to be a ‘global village’ where what happens in one part of it would be known instantaneously worldwide. True to his prediction, emergence of social media is perhaps the most prodigious among various platforms of communication made available by Information and Communication Technologies (ICTs).  Just by pressing a button one can access information, entertainment, events and even enjoy full interaction with anyone anywhere in the world. Social media portfolio comprises mainly of Facebook, Twitter, YouTube, Instagram and google Hangout. Even WhatsApp, up till now a closed chat group, is trying to jump on to the social media bandwagon.
Elections in Social Media Age.
World over, individuals, groups, organisations and even nations are using social media and other e-media platforms to mobilize millions of people to support/advance their cause/course. In the political sphere too, it has become a veritable tool to mobilize citizens towards active participation in political process. Globally, political parties seek cues from Obama’s successful presidential campaigns, in 2008 and 2012, about online electioneering.
It is common to find political parties investing huge resources in form of funds, time and energy to shore up their online presence and image. Sharon Coen, of Salford University and an authority on Media Psychology, says “online world, and social media in particular, can be a powerful resource for democracies. It offers access to a wider range of information, allows people to interact and give voice to those who would normally not have one. But it also offers a platform to trolls and those who seek to profit from misinformation”.
Social Media and Indian Politics.
For some years now, social media are playing an important role in Indian democracy. A study of voter profile in India reveals that out of about 800 million eligible voters nearly 160 million are between the age groups of 18 to 24 years. The fact that 65% of Indian population is below 35 years of age, and most of them avid social media users, one can easily estimate how vast a reach and impact can this medium have on any democratic exercise in India. A recent survey in India has established that an average user spends between 5 to 6 hours daily on social media. It is estimated that number of social media users in India has already crossed 80 million. Though this may appear negligible a figure compared to total number of eligible voters, tech savvy Aam Admi Party (AAP) was quick to realise that the reach of social media was much beyond the users themselves.
Mahesh Murthy, founder of Prinstorm- a digital marketing group, says “Most people (social media users) have the ability to influence families. That is what happened in Delhi…. The kids said to their parents- you will not vote Congress, I am telling you to vote AAP”.  Murthy further estimates that each social media user has a power to influence three more people in their household. According to a study by the Internet and Mobile Association of India and Iris Knowledge Foundation, at national level outcome of at least 150 out of 543 Parliamentary constituencies would be determined by social media users. Further, APP’s ‘Call Delhi’, an idea borrowed from 2008 Obama campaign but brilliantly adapted to Indian psyche, was a resounding success during December 2013 Delhi elections.
In recent past, BJP has used social media to a great advantage in their election campaigns. BJP, with abundance of resources, both of funds and talent, pushed their opponents out of relevance in last general elections.  They achieved this under the sheer weight of social media campaigns launched in backdrop of carefully crafted media assault against opposition parties and their leaders. Yet, Dilip Cherian, founder of Perfect Relations- a political campaign advisor-observes “Clearly Modi (BJP) is spending a huge amount of money – he obviously is well ahead. But ones who have used (social media) most imaginatively are AAP. The party’s use of SMS to poll users and use of WhatsApp has caught the eye”.
Post 2014 Lok Sabha Elections, other political parties too have realised the power of social media in electioneering. While whirlwind election campaigns and personal outreach would remain relevant for some more time in far-flung/under-developed areas, urban/semi-urban electorate is increasingly growing interactive on social media to question political manifestos and their practicality. Re-election of siting MPs/MLAs would become increasingly difficult unless they have something tangible to back their claims with. That indeed augers well for Indian democracy.  ‘Youth Ki Awaaz’ is a popular blog that screens Google Hangout sessions with leading politicians where readers can send in their questions. Anshul, its founder, says “Going back to 2009, neither was audience getting much influenced nor were politicians taking much interest… They (politicians) would be more interested in in getting an interview done for newspapers or traditional media outlets. (Now) I have seen social media become more important”.
Even Election Commission of India (ECI) has taken note of the impact of online media on elections. Prior to recent elections, ECI launched aggressive media campaigns to educate the voters about their Constitutional and Democratic obligations. Impact of this campaign can best be gauged by record number of voter registrations and increased turnout at polls. Going further, ECI has even asked candidates to declare their online accounts and spending thereon.
Abuse of Social Media
Sharon Coen cautions that social media offers a platform to the trolls and those who seek to profit from misinformation. In context of Indian politics, Coen’s observation is fully valid. Media Cell of BJP works assiduously to manufacture and spread some absolute lies through social media. In a new low in Indian politics, fudged documents and historical instances, quoted out of context, are being circulated without any let or monitoring. Attempts to besmirch public and personal reputations of some national icons are being made to paint them villains. Efforts are on to build a public perception that those who are opposed to a thought or politics are anti-nationals- a trend fraught with danger. Their media managers subjected Indian public to repeated barrages of half-truths/untruths to create a dilemma of willing suspension of a disbelief.
Initially, most of their political adversaries were taken unawares by this media coup by BJP. Efforts by other parties to gain some social media space came far too late to be of any use before last elections.  The unsuspecting Indian voter was completely drawn-in by this one-sided propaganda and BJP decimated the opposition.
Presently, BJP Media Cell is again active to weave a narrative for 2019 elections. Messages/ posts like ‘Modi Voted Best PM in the world’,  ‘Modi works 20 hours daily’ and like have been doing the rounds on social media to build his persona larger than life. One can’t grudge this for BJP, after all, is in serious business of politics.
However, opposition parties too have started making their presence felt on social media. If it was only Twitter hashtag ‘pappu’ till recent past, hashtag ‘feku’ is equally popular now. Congress party, though late off the blocks, are using social media far more imaginatively and subtly than brash projections by BJP. Videos and messages circulated earlier by BJP on social media to project Modi as panacea for all the ills, national and international, are again in circulation albeit form the opposition only to haunt the originator this time. Amit Shah was compelled to restrain his cadres from circulating unauthenticated messages/ videos. Social media war in Indian political scene is indeed entering an interesting phase where voter is likely to ask questions of the incumbent and the opposition alike. It is no longer going to be a monologue as has been the wont of Indian politicians ever since independence.
In conclusion, if increased use of social media makes Indian politicians accountable to their electorate, what better empowerment can the latter seek?
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