Indian politicians are now adapting to the way young people – a large voter block in India – interact and communicate, and their modes of communication are partially redefining the relationship between politicians and voters in the world’s largest democracy.
Use of Emojis and Elections
Indian Prime Minister Narendra Modi uses emojis and elections in his communication through social media ahead of the 2024 parliamentary elections. This may not be unusual when it appears on an influencer’s social media account, but the person here is Indian Prime Minister Narendra Modi.
Use of “Money Heist” Series
Modi used the popular Netflix series “Money Heist” to criticize alleged corruption by a Congress member. He posted a video comparing the money scandal involving the Congress member with the Spanish series “Money Heist.”
Communication Strategy with Youth
The number of eligible voters in India is estimated to be over 600 million voters aged between 18 and 35. Politicians are now adapting to the way young people interact and communicate, and their modes of communication are partially redefining the relationship between politicians and voters in the world’s largest democracy.
The opposition parties are using viral trends and memes to attack Modi’s administration on social media. The Congress Party and the “Aam Aadmi” Party have successfully engaged in effective communication via social media, but the Bharatiya Janata Party is considered the most advanced in this area, having an advantage in distributing its messages on social media.
Since the beginning of the 2010s, when access to social media began to shape the public sphere in India, the Bharatiya Janata Party has created social media channels to distribute its messages to “every polling booth.”
Although the opposition may surpass the Bharatiya Janata Party in content, it has struggled to compete in distribution. Pandit believes that this success is due to the party structure that the Bharatiya Janata Party possesses, which allows it to create good content and disseminate it at all levels.
In short, Indian Prime Minister Narendra Modi’s social media strategy is an innovative approach aimed at attracting youth and maintaining the focus of national discussions ahead of the 2024 elections.
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