Tweeting the Ballot: Social Media Trends, Political Mobilization, and Indian Elections
By Shivani Panigrahy (UG ’24), Illustrated by Ananya Anurav (UG ’24)
Hailed as arguably the most diverse democratic nation in the world, the essence of India’s democracy rests on the pillar that is its electoral system. Home to almost a fourth of the global population, over half of whom belong to the younger generation; the exposure to social media and print/visual media is significantly heightened in the subcontinent. However, this digital revolution has not been without its pitfalls, with unethical practices online leading to a surge in violence and impacting decision-making on national security. This article scrutinizes the ethical dimensions of political communication via social media during the 2019 elections, drawing insights from academic literature and real-world consequences. In context of the 2019 general elections, arguably the most relevant example of an election harnessing the potential of social media/celebrity endorsements; we explore how these cultural elements intricately shaped voter behavior, turnout, and the democratic narrative.
The run-up to the 2024 general elections serves as a fitting backdrop to explore this phenomenon. One specific lens that rational voters must examine is the usage of sensationalization, particularly along religious lines, to confound voter behavior and inflate voter faith in outcomes. The issue of the Ram Mandir in Ayodhya has fallen prey to this tactic, and with it, so have many segments of India’s voting-age population. Multiple facets to the issue exist in common dialogue today- including, but not limited to the glorification of a disputed land witness to a tragic history, particularly for a minority; the politicization of a religious event, or the state-sponsored grandeur extended to a temple construction in a nation deemed to be secular. The day in question was propagated endlessly via social media channels and door-to-door hobnobbing; driven by the ambition to mobilize the youth, and propelled by the majoritarian party. As a result, social media trends were awash with media, polarised comments, and content structured to pique interest in the aforementioned event; all while extending a sense of ‘credit’ to the politicians involved.
The infiltration of social media in campaign strategies in the Indian context emerged much earlier — specifically in the run-up to the 2014 general elections itself. Twitter threads highlighting tangible work, Facebook ads, and even E-mail newsletters; the multifaceted strategy adopted by the victorious regime likened opposition parties to the skillful commandment over social media channels exercised by the BJP. Subsequently, the web of social media enmeshed itself within Indian politics by the time that the beginning of the 2019 election campaigns had set in. A distinct feature stands out with respect to the media stance undertaken by the BJP during this period, and more specificallyf, their prime ministerial candidate, Narendra Modi — his style of political communication is both interactive/inclusive and yet, inaccessible. What his campaign lacked in legitimate press conferences, coherent interviews, and statements, his campaign strategists aimed to nullify with an all-encompassing social media presence.
There was a whopping 600% increase in election-related conversations in 2019 over the prior election period in 2014, with Modi emerging as the most discussed political personality on the platform. Drawing attention to 2 specific examples that boosted engagement and were declared definite campaign winners- the Swacch Bharat Abhiyaan (SBA) and the Fit India Movement. Over the course of the SBA Movement, Modi leveraged what is termed as ‘behavioral activation’, by encouraging citizens to take small, tangible actions, such as cleaning their surroundings or participating in cleanliness drives. Social media served as a platform for individuals to showcase their contributions, fostering a sense of collective responsibility.
An Example: Case in Point
In this example, Modi leverages the idea of ‘prayer’ to appeal to a wider audience concerning the widespread adoption of his campaign.
The Fit India Movement was no different, with Modi’s campaign making use of the widely acknowledged ‘nudging theory’, by which it encouraged individuals toward adopting a more active lifestyle by providing accessible and easy-to-follow suggestions for incorporating physical activity into daily routines.
Another interesting example of a well-leveraged campaign spearheaded by the BJP is the #MainBhiChowkidaar social media trend; intended at bolstering a sense of relatability, particularly aimed at the working class, the trend opted to establish a sense of equivalence between the leader of the country and those occupying lower rungs of the socio-economic ladder, hoping to provide convincing reassurance in the direction of a mutual goal- mitigating corruption.
These campaigns served not only as health or cleanliness initiatives but also as political signaling tools. By aligning these campaigns with broader themes of national pride, well-being, and individual responsibility, Modi utilized social media to reinforce his political narrative and image; keeping in line with the idea of inflated nationalism his regime has always represented.
There has also been a recognizable upside to the heightened social media participation by political players — the proliferation of social media in Indian politics, fueled by the success of these campaigns, contributed to a more dynamic and diverse political communication landscape. Other political actors recognized the potential impact of social media in shaping public opinion and voter behavior, leading to increased participation across the political spectrum. For instance, the Congress has since then set about establishing its own personal brand deviating from the BJP’s strongly worded messaging. The opposition’s social media presence is laced with humor, anecdotal wisdom, content painstakingly tailored to Gen Z; utilising their frontrunner Rahul Gandhi’s conversational abilities to combat Modi’s voracious orator.
The distinct difference between the two approaches listed above does not place one significantly ahead of/behind the other; which goes to show that on social media platforms, every piece of content finds its audience.
While appreciatively accounting for the increase in democratic dialogue and publicly available information; it is imperative that voters and citizens are made privy to the dangers of politically mobilized information on social media. Firstly, ‘information overload’ comes into play — the sheer volume of information disseminated through social media during the elections made it difficult for individuals to process and critically evaluate the information available, potentially influencing or confounding their decision-making processes. Additionally, a phenomenon termed ‘filter bubbles’ emerged in the midst of this, within, individuals were more likely to be exposed to information and opinions that reinforced their existing beliefs, giving way to increased polarization and leaving little scope for ideological change. Due to the hindrance presented by it to critical rational evaluation, the fragmentation and chaos in political communication during Indian elections, fueled by social media, represent a double-edged sword. While it allows for a diverse range of voices and more interactive campaigns, it also introduces challenges related to information overload, polarization, and the rapid spread of misinformation. In a country prone to ideological malleability with an overwhelming proportion of an impressionable generation, curbing these issues is integral to ensuring a bias-free, sustainable, and conducive electoral system motivated by rationale and ethics.
Sources
Pal, Joyojeet. “Twitter in the 2019 Indian General Elections: Trends of Use across States and Parties.” Economic and Political Weekly, January 2, 2020. https://www.epw.in/engage/article/twitter-2019-indian-general-elections-trends-use.
Rao, Anuradha. “How Did Social Media Impact India’s 2019 General Election?” Economic and Political Weekly, January 14, 2021. https://www.epw.in/engage/article/how-did-social-media-impact-india-2019-general-election?0=ip_login_no_cache%3D19a6b142e999ee8f6dc5d16adc469ddf#:~:text=Following%20the%20global%20trend%2C%20social,political%20landscape%20in%20the%20country.
Sen, Ronojoy. “The Impact of Digital Media on the 2019 Indian General Election.” Regional Programme Political Dialogue Asia, March 28, 2023. https://www.kas.de/en/web/politikdialog-asien/single-title/-/content/the-impact-of-digital-media-on-the-2019-indian-general-election.
Sharma, Neelam, and Gayathri Sivakumar. “Social Media, Political Discourse and the 2019 Elections in India: Journalists’ Perspectives on the Changing Role of the Mainstream Media in Setting the Political Agenda.” Global Media and Communication 19, no. 2 (August 2023): 185–205. https://doi.org/10.1177/17427665231186252.
