Social Media and the political brand: A case of Narendra Modi Joyojeet Pal University of Michigan 1.
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Social Media and the political brand: A case of Narendra Modi Joyojeet Pal University of Michigan 1
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Transcript of Social Media and the political brand: A case of Narendra Modi Joyojeet Pal University of Michigan 1.
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Social Media and the political brand: A case of Narendra Modi
Joyojeet PalUniversity of Michigan
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ICTD and Political Cachet
Politics and Technology in India
The technology to aspire to…
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On Screen!
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Modi and the Media https://www.youtube.com/watch?v=tAGAYL8dtic
2002 Riots and After
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Central proposition Social Media, and Twitter specifically serve as a
tool in reshaping Narendra Modi’s political cachet Recast as technocrat
Artifacts as political (Winner) Categories as political (Bowker/Star)
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Growth strategy
2009 start
2010 <13k
2012 Oct, 1 Million
2013 Aug, 2 Million
2014 Jan, 3 Million
2014 May, 4 Million
2014 Jun, 5 Million
2015 Feb, 10 Million
Build on existing base
Re-brand
Ally
Trivialize
Ubiquitize
Followback
Consistency
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The anti-uncool
http://www.bjp.org/
IT Milan: Techie RSS meetings
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Preserving Icons
Technology as a means of exchange on nationalism
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Ally
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Trivialize: Mai Baap
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Ubiquitize
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youtube.com
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…even on Google+
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Who Speaks?
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followbacks
Obama campaign also used: Modi selective
1043 followbacks Celebrities Media Institutions Partner politicians Laypersons Karyakartas
Celebrity followbacks strategic Follows icons w/o reciprocity (Dhoni, Rahman) Icons who symbolize progress (Eric Schmidt, Bill Gates)
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Momentum
10.1 M followers
Did not slow down post election
28 M on Facebook
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Modi vis-à-vis typical political Twitter
Self promotion
Ritualized responses to events
Confrontation
Mostly positive
Banal / “Inspirational”
“India” instead of self
Frequent common man
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Re-brand
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Artifacts as political
Builds on previous Hindutva online base
Apps
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Artifacts as political
Who does a selfie appeal to?
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Artifacts as political
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Categories as political
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Categories as political
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Categories as political
Technology as a means of exchange on nationalism
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(two-way) Panopticon
Discipline from one format to another
Estimated 50,000 highly active followers
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(two-way) Panopticon
Identity online: A fifth of the sample changed their images post Modi follow
Terms like “India First” imply the identity is pan-Indian, not individual
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(two-way) Panopticon
The ‘tap’
Affirming loyalty Obama median
retweet 582 fav 607 Modi median
retweet 1735 fav 1107 *
Obama much more likely to go massively viral Modi 2x 10,000+ Obama 40x 10,000+
based on 3200 tweets from each compared between May 2013 and May 2014, bias for Modi related to post-victory push
Pal, Joyojeet
A random sampling of 10,000 of Modi’s 6.29 million followers in September 2014 using Simply Measured Twitter software () showed his following is largely composed of individuals with a small number of followers themselves. From this random subset, 46.2 percent of his followers were Twitter accounts with no followers, and 88.9 percent had five or fewer. About 60.2 percent of the accounts had never tweeted, and an additional 19 percent had only once sent out a tweet. Only 5.6 percent of all followers had sent out more than 10 tweets since creating Twitter accounts. In other words, this sample estimated that Modi had a central group of 350,000 active followers who regularly read or occasionally retweeted his words. From the total sample studied, 55 were individuals with more than 100 followers and 300 tweets (excluding all identifiable corporate accounts). This suggests that the inner circle of highly active followers with significant reach was closer to 34,000 users at the time of this research.
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(two-way) Panopticon
Reminder from big brother
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(two-way) Panopticon
Organized Trolling
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Who won?
Point not that social media can win elections 155 urban constituencies 13/20 politicians with most followers lost LS in
2014 Yet most Tweeting politicians urban or national
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A means for speaking directly
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A Man For All Seasons
Beyond Hindutva, not past it
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Ahead
New challengers on the block
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Ahead The new word on
mediatization
Public Campaigns
New line in social media research
Cricket still the word!
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