How PM Modi scores on political communication

Prime Minister (PM) Narendra Modi has reached a brand new social media milestone, with 60 million followers on Twitter. While this quantity displays his recognition, it doesn’t inform the entire story.

That story is about how PM Modi has used social media to speak with individuals, establishing a brand new paradigm in political management. This is especially related as a result of political communication has turn into tougher the place a number of, usually conflicting, constituencies and points must be addressed concurrently. A pacesetter needs to be in fixed communication with residents, allay their anxieties, give them hope, preserve them knowledgeable, present steering and enhance morale, and talk with the worldwide group.

PM Modi’s early embrace of know-how is well-recognised. In his seminal guide, The World Is Flat, Thomas L Friedman wrote that whereas there was no electronic mail in 1992, simply over the subsequent 10 years, the world modified so drastically that it turned tough to fathom a world with out emails. That is how rapidly know-how turned part of our lives. Modi was fast to know the significance of know-how in strengthening a participatory democracy, the place the state is each accountable and responsive.

He has used know-how for a democratic objective and to make sure accountability. The problems with the trendy world transcend gender binaries of offering meals, water and shelter. There are subgroups inside teams, and all teams must be spoken to and be heard. There are points regarding youngsters, transgender communities, working professionals, homemakers, even those that don’t wish to be categorized beneath any tag. The democratisation of communication, which has been fuelled by the appearance of social media, has helped set off debates on all kinds of points.

This has additionally put the onus on governments to answer considerations and injustices. PM Modi has taken the problem with wonderful ease on the home entrance. Both when it comes to messaging, and language — he has used completely different languages to speak with residents in his tweets — he has reached out.

He has used know-how to make sure essential nation-building duties and fulfil governance obligations. Take the worldwide context — the coronavirus pandemic, the local weather disaster debate and the scourge of terrorism have led the world to undertake a multidimensional strategy to communication. The want for presidency heads to speak on to individuals has by no means been better. In India, the PM has made use of his social media attain to do the needful on this entrance. For occasion, at a time when Indians stared at despair with the sudden lockdown forcing them to remain inside their homes, Modi gave the nation a way of “we are in this together” by asking individuals to mild diyas on their balconies and terraces. By that one act alone, he introduced 1.three billion individuals of the nation collectively.

He has additionally used know-how to reinforce citizen consciousness. We usually don’t see tall leaders speak about on a regular basis points. But Modi is an exception. He spoke about individuals throwing rubbish on roads and spitting within the open on August 15, 2014. His enchantment to individuals to take to yoga to make well being a precedence now has made the world observe swimsuit with June 21 being celebrated as World Yoga Day. His accounts have additionally showcased examples of braveness and exemplary citizenship. He has recognised unsung expertise, and amplified tales of grit and innovation that had up to now remained untold.

Finally, he has used know-how to make sure peace and concord. The sheer measurement of the nation and the magnitude of its inhabitants opens the room for a lot of fissures and conflicts. But when a pacesetter retains the channel of communication together with his individuals open, resolutions will be discovered rapidly.

It isn’t just Twitter. To obtain these aims, there’s hardly any social media platform which hasn’t been put to make use of by the PM. To take his voice deeper into the hinterland of India, Modi took to the radio. With 66 episodes until June 28, Mann Ki Baat is a programme individuals stay up for each final Sunday of the month. From the financial system to Swachh Bharat, from well being and spirituality to beating the worry of exams, Modi has spoken his coronary heart out to individuals and invited citizen participation.

With the accountability to control a rustic that prides itself because the world’s largest democracy, the truth that the PM is dedicated to speaking with residents exhibits his democratic dedication and expertise. The Twitter milestone is thus only a glimpse of what Modi’s management has meant up to now six years.

Bhupender Yadav is nationwide normal secretary of the Bharatiya Janata Party and a Rajya Sabha member

The views expressed are private