Prime Minister Narendra Modi’s communication style on X has seen a shift towards pop references, sarcasm, and emojis targeting the Opposition. This trend is expected to continue as it seems to be popular among the youth ahead of the General Election. The BJP, led by Modi, has cited the popular OTT series Money Heist to discuss large sums of unaccounted cash recovered from Congress Rajya Sabha MP Dhiraj Sahu. Modi compared the Congress party’s heists, which have been legendary for 70 years, to the Congress party, highlighting the need for serious investigation.
The BJP, led by Prime Minister Narendra Modi, has been utilizing a new aggressive style on social media, targeting certain sections of the Congress party for their ‘north vs. south divide’ in the electorate. This aggressive approach, which has been praised by the younger demographic, is in line with Modi’s election campaign rallies. The BJP’s social media activities are leaning more towards memes and pop culture references for better relatability.
The party has also deployed popular Instagram trends like ‘Moye Moye’ and ‘Spotify Wrapped Spoof’ to get a good response. The BJP’s biggest political asset both online and offline, the PM, is expected to reflect the political contest ahead, as his communication style will reflect the political contest ahead. The BJP’s new aggressive style may be a pointer to a new social media strategy, as feedback on this new style has been encouraging, especially from the younger demographic.
PM uses a new social media strategy to prepare for the Lok Sabha election
The BJP, under Prime Minister Narendra Modi, has been utilizing pop references in his communication style, aiming at the Opposition, a trend that is expected to continue as the youth favor this style ahead of the General Election. Modi cited the popular OTT series Money Heist to refer to a post by the BJP on the large sums of unaccounted cash recovered from Congress Rajya Sabha MP Dhiraj Sahu.
The BJP, led by Prime Minister Narendra Modi, has adopted a new aggressive style on social media, targeting certain sections of the Congress party for speaking of a ‘north vs. south divide’ in the electorate. This aggressive style aligns with Modi’s election campaign rallies and has been praised by the younger demographic. The BJP’s social media activities are leaning more towards memes and pop culture references for better relatability. The party has also deployed popular Instagram trends like ‘Moye Moye’ and ‘Spotify Wrapped Spoof’ to get a good response.
The Facebook Candidate; PM India’s Election Was Significantly Affected by Social Media
Narendra Modi was the sixth most followed global leader on Twitter and had more than 16 million “likes” on Facebook when he took office as prime minister, ranking him second among politicians worldwide. With 282 seats out of 543 in parliament, the BJP won thanks to Modi’s popularity, making it the greatest triumph by any party in India in 40 years. The BJP was successful in influencing a large number of young people by using social media. The election for India’s younger voters was won by the BJP, even if official figures are still pending.
The BJP, led by Arvind Gupta, has dominated the Congress in India, particularly among younger voters, according to Milan Vaishnav, an associate in the South Asia Program at the Carnegie Endowment for International Peace.
The party’s social media campaign was a key factor in its victory, with Gupta stating that social media affected 30-40% of the overall seats, potentially increasing to 60 percent by the 2019 general elections. Social media was among the top three communication tools in many constituencies, overtaking traditional methods like advertisements. The importance of social media is exemplified by the 74 million internet users in India, a 31% increase from March 2012 to March 2013, and the fact that 75% of India’s online population is younger than the age of 35, significantly younger than other BRIC countries.
Tweet by Modi
According to Kugelman, the usage of Twitter by Modi, who amassed millions of followers during the election campaign, was the catalyst for many Indians. According to associate vice president of the Internet and Mobile Association of India Nilotpal Chakravarti, “Mr. Modi himself reached out through his Twitter account to the youth of the country, appealing to what the youth are looking for: jobs, security, and the use of technology” (IAMAI).
The anti-corruption Aam Admi Party (AAP), which performed well in the 2013 Delhi assembly elections, and the Bharatiya Janata Party (BJP) both used social media to “define the media narrative.” “Key messages and talking points” were produced, according to Vaishnav of the Carnegie Endowment for International Peace, which were subsequently covered by the mainstream media.
The BJP used social media to create a narrative that the Indian National Congress party was “out of sync” with the common Indian population, while Modi was more in tune with a population with a median age of 26. IT leader Gupta believes social media played an important role in the BJP’s victory, but acknowledged it’s only a part of the overall strategy. The BJP’s messaging, target messaging, and agenda won the election, not just social media alone.
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