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Hurrah! A social media party!

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Verdict 2017

[vc_row][vc_column][vc_column_text]This spring, various political parties went on social media with all guns blazing canvassing respective vote banks as well as undecided electors. While some parties like the AAP and the BJP had a strong and clearly-defined social media strategy, others, like BSP, were late jumping onto the bandwagon. However, all conducted a significant part of their campaign on social media.

Of the 121 crore (1.25 billion) Indians, 83.3 crore live in rural areas while 37.7 crore stay in urban areas. India’s literacy rate is 74.04%. India has over a billion smartphone users; of them, close to 30% own mobile phones. However, as of 2010, an estimated 200 to 300 million people in India (15 to 20 percent of the total population) lack electricity—to even charge those phone batteries. Under such circumstances, how impactful is a social media campaign? Actually, plenty, as the 2014 general election results and even some earlier assembly poll outcomes show.

But how effective have they been this time? How much of this ballot outcome was the result of a battle fought by various parties online? The figures speak for themselves.

Meanwhile, here’s a look at the online electoral campaigns of various political parties. 

BJP

The social media campaign by BJP in the run-up of assembly elections in UP, Uttarakhand, Manipur, Punjab and Goa seems to have reaped rich dividends for the party. The campaign was handled by Amit Malviya.

The party conducted their social media campaign on Facebook and Twitter which managed to strike a chord with the followers. The Facebook handle of BJP which goes by the name by BJP4UP managed to garner over 20 lakh followers. The same handle by the name of BJP4UP in Twitter had 41,000 followers.

The Facebook account for the BJP in UP focussed on the achievements of the party in the last three years—especially in rooting out black money by launching the digital revolution in the wake of demonetisation.

Samajwadi Party

Twitter account: @samajwadiparty

589,000 followers

FB account: Samajwadi Party

1,775, 518 likes

The electoral campaign of the Samajwadi Party was designed by Harvard professor professor Steve Jarding. In an interview to APN, he had said a few days ago: “I am very impressed with Akhilesh. I have worked with him, travelled with him in the countryside…and think he can do whatever he wants. He is extremely talented. I am impressed with his wife. I am impressed with the way they have handled things, I am impressed with his vision which he did not waiver from. With his drive and passion for the people of India, his future is very bright.”

But it seems that the political strategist doesn’t have hand on the pulse of the electorate, or of social media needs.

It was a deadpan social media strategy. The staid posts on its Twitter and FB account are a reflection of the limbo that the party found itself in due to family strife. On the social media account of SP, all you get are pictures and videos of the various rallies that Akhilesh Yadav conducted. In this age of Twitter, when you have to grip reader’s attention in 140 characters, who has the time to go through the tedium of watching the whole video unless you it’s accompanied with some catchy phrases!

The tagline “Kaam bolta hai”, both on the masthead as well as in various tweets, didn’t help either. If only, it inspired quite a few jokes.

Saurabh Chauhan: Bhaiya agar kaam bolta toh mare hue saap ko Gale mai daal Kar ghumna nahi padta

(If work really speaks for itself, one wouldn’t have to go around with that albatross around the neck). The reference was in all likelihood to Rahul Gandhi.

4Bharat Jai: यही कारण है कि उत्तर प्रदेश के लोगों को अन्य राज्यों में रोजगार के लिए भीख मांगने के लिए जाना है, उत्तर प्रदेश के लोग उत्तर प्रदेश में रोजगार देने के लिए अखिलेश यादव से पूछना चाहिए- अखिलेश यादव ने 2012 से राज्य में सत्तारूढ़ है

(Which is why people from UP have to beg for work in other states. Akhilesh is in power since 2012. People from UP should demand work in UP)

But some were optimistic. Here’s a sample:

Mohammed Muzaffaruddeen: Akhileshji and Rahulji don’t believe these idiotic Exit polls. Advance congrats. Your parties will give a fitting defeat to these communal parties. Electronic media almost all channels will cut a sorry figure ultimately.

Pavanjot Singh Gandhi: Recently had the opportunity to drive through UP and that too after sunset left Delhi at 6.30 pm and drove to Patna Saheb on 3rd Jan 2017 lovely roads safe driving had enjoyed my drive driving all night passing Agra Kanpur alllabhad very safe driving well maintained roads

The website, though, is a far more informative platform and lists the SP achievements on the development and education front far more succinctly.

BSP

The Bahujan Samajwadi Party, led by Mayawati Prabhu Das, has a handsome number of followers on Twitter. With 15.7K followers, their Twitter handle is maintained by Afzal Siddiqui. Afzal was picked as the young Muslim face of Bahujan Samajwadi party and has been an active campaigner throughout the election session. The Twitter handle of the party was, however, created only recently—in March 2016. As in offline campaign, the party stuck to the strategy of wooing Muslim voters who might have gone to the SP or Congress camp. The Twitter trail repeatedly urged the Muslim voters of the area to remember the atrocities against them during the tenure of the SP government. At other times, they talked about voting in an inclusive government. The exit polls were not a favorite topic in the Twitter space. There are numerous posts questioning the efficacy of exit polls and reminding everybody of their shortcomings in the Bihar and Tamil Nadu elections.

AAP

Name of person handling the social media strategy: Ankit Lal

Name of accounts

@AamAadmiParty

Aam Aadmi Party (FB)

No. of followers on each

@AamAadmiParty 3.06 million

Aam Aadmi Party (FB) 3.01 million

Aam Aadmi Party-Punjab (FB) 9.6 lakh

Slogans:

Punjab: Kejriwal, Kejriwal, sara Punjab tere naal

Goa: Iss baar chalegi zhaadu

Social media strategy/campaign methodology

Campaign strategy was different for different states. For instance, Punjab has a lot of 4G connectivity; however, it is Goa which has more urban and social media-savvy voters. Again, Punjabis are more active on WhatsApp while Goans like to use Facebook more often. We focused on regional languages. We ran our campaigns in Konkani and Marathi in Goa, and in Punjabi in Punjab, with only a little bit of Hindi and English used in between. In Goa, we depended heavily on local volunteers.

Responses

The response has been “phenomenal”. No one among our rivals was even near to us in social media presence. I personally ran the campaign from Arvind’s page. Every day or two, we would post live videos. They got as many as 7-8,000 shares each and had a reach of 15 million viewers.

A well-wisher comments on Facebook: “It needs smartness, wisdom and the courage to sow the seeds of revolution but it needs a better sense of understanding, experience, responsibility and maturity to stick to the ideals and nourish the revolution to its successful conclusions. I do hope that under the able leadership of a leader like Mr Kejriwal, people will be able to succeed. I pray for it.” It possibly sums up what many supporters have been feeling, especially since the party came to power in Delhi.

Prediction of outcome at this stage

“I would go with 85% in Punjab and double digits in Goa.” ~ Ankit Lal

Congress

The social media campaign by the Congress in the run-up of the assembly elections in UP, Uttarakhand, Goa, Manipur and Punjab largely centred on enumerating the ill-effects of demonetization. Rahul Gandhi became the popular face on the social media campaign whereby most of the social media handles on Twitter and Facebook carried his speeches targeting Prime Minister Narendra Modi and his policies.

Compiled by Meha Mathur, Sucheta Dasgupta, Puneet Mishra, Usha Rani Das and Amitava Sen

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Election Commission responds after Kejriwal questions BJP’s involvement in home voting process

Upon approval, a polling team, comprising election officials and security personnel, will visit the voter’s residence prior to election day to facilitate the voting process.

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The Election Commission of India (ECI) issued a detailed clarification regarding the home voting facility for the upcoming Delhi Assembly elections scheduled for February 5, 2025. This initiative, designed to enhance accessibility for senior citizens (over 85 years old) and persons with disabilities (PwD), requires eligible voters to submit Form 12D to apply.

Upon approval, a polling team, comprising election officials and security personnel, will visit the voter’s residence prior to election day to facilitate the voting process.

Crucially, the ECI clarified that candidates or their authorized representatives will be permitted to accompany the polling team during these home visits. This provision addresses concerns raised by Aam Aadmi Party (AAP) leader Arvind Kejriwal, who had previously highlighted a video showing BJP representatives present during a home voting event.

While the ECI statement did not directly mention Kejriwal or any specific political party, the inclusion of candidate representatives aims to ensure transparency and alleviate concerns about potential irregularities. The commission’s statement emphasizes that the presence of representatives is permissible to uphold fairness and prevent any accusations of undue influence.

The ECI has received a significant number of applications for this facility: 6,447 from senior citizens and 1,058 from PwD voters. To date, 1,271 senior citizens and 120 PwD voters have already cast their ballots through this home voting system. The process itself involves the polling team providing the voter with a ballot paper, overseeing the casting of the vote, and ensuring strict adherence to ECI guidelines regarding confidentiality. To maintain transparency and accountability, the entire process is recorded on video.

The ECI unequivocally stated that participation in the home voting option is entirely voluntary. Voters choosing this method will not be allowed to cast their vote at a regular polling station on election day.

The commission reiterated its commitment to conducting free and fair elections and underscored the importance of this initiative in promoting inclusive participation in the democratic process. Voters facing any difficulties are urged to contact their local Returning Officer (RO) or district Election Officer (DEO), or utilize the central helpline at 1950.

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India News

76th Republic Day: US sends warm wishes to India, says defining relationship of the 21st century

The meeting with his Quad counterparts—External Affairs Minister S Jaishankar of India, Takeshi Iwaya of Japan, and Penny Wong of Australia—focused on enhancing economic opportunities and ensuring peace and security in the Indo-Pacific. It served as a practical demonstration of the commitment to the strategic vision articulated in his Republic Day statement.

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The United States marked India’s 76th Republic Day with effusive praise, highlighting the enduring strength of the world’s largest democracy and the burgeoning partnership between the two nations. Secretary of State Marco Rubio, in a statement released on the occasion, extended warm congratulations to the people of India, emphasizing the significance of the Indian Constitution as the bedrock of this vibrant democracy. He went beyond simple well-wishes, however, painting a picture of a rapidly strengthening bilateral relationship destined for even greater heights.

Rubio’s statement explicitly described the US-India partnership as “the defining relationship of the 21st century,” a bold assertion reflecting the growing strategic alignment and mutual economic interests between the two nations. This statement was not merely ceremonial; it underscored the deepening cooperation across various sectors, from space research to joint efforts within the Quadrilateral Security Dialogue (Quad).

The Quad, comprising the US, India, Japan, and Australia, received significant attention in Rubio’s remarks. He emphasized the alliance’s crucial role in promoting a “free, open, and prosperous” Indo-Pacific region, a clear signal of the shared commitment to counterbalancing China’s influence in the region.

This emphasis was reinforced by Rubio’s actions earlier in the week, hosting a crucial meeting of Quad foreign ministers at the US Department of State. This meeting, his first official engagement as Secretary of State, underscored the immediate priority given to strengthening the Quad alliance and its collaborative efforts.

The meeting with his Quad counterparts—External Affairs Minister S Jaishankar of India, Takeshi Iwaya of Japan, and Penny Wong of Australia—focused on enhancing economic opportunities and ensuring peace and security in the Indo-Pacific. It served as a practical demonstration of the commitment to the strategic vision articulated in his Republic Day statement.

Furthermore, Secretary Rubio’s bilateral meeting with External Affairs Minister Jaishankar in Washington D.C. further cemented the strengthening ties between the two countries. The discussions covered a broad range of topics, including regional issues and avenues for further deepening the US-India relationship.

A notable point of discussion, as highlighted in an official press release, included a shared commitment to addressing concerns related to irregular migration, an area of mutual interest requiring collaborative solutions. This commitment, alongside the focus on economic ties, demonstrated the multifaceted nature of the burgeoning partnership, extending beyond strategic security concerns.

India’s own Republic Day celebrations showcased the nation’s unique blend of cultural diversity, unity, and military strength. The grand parade on Kartavya Path served as a vivid display of national pride and the successful integration of diverse elements into a cohesive and powerful nation. The presence of Indonesian President Prabowo Subianto as the Chief Guest further underscored India’s growing global influence and its capacity to foster strong relationships with key international partners.

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India News

Ratan Tata featured in Jharkhand’s Republic Day tableau, pic surfaces

By celebrating both its industrial achievements and its vibrant cultural traditions, the tableau offered a nuanced and multifaceted portrayal of Jharkhand, highlighting its progress while deeply respecting its heritage.

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Jharkhand’s Republic Day tableau, a vibrant spectacle of colour and movement, presented a compelling narrative of the state’s journey from its rich heritage to its remarkable progress. The tableau, aptly titled “Swarnim Jharkhand: A Tradition of Heritage and Progress,” served as a powerful visual testament to the state’s multifaceted identity. Central to this narrative was the pivotal role played by the late industrialist, Ratan Tata, whose visionary leadership laid the groundwork for much of Jharkhand’s subsequent development.

The tableau’s design was meticulously crafted to showcase this multifaceted narrative. At its heart was Jamshedpur, India’s first planned industrial city, a legacy of Tata’s pioneering efforts. This iconic city, depicted in vivid detail, served as a powerful symbol of industrial growth and modernization. However, the tableau astutely avoided portraying a solely industrial narrative. It carefully integrated elements celebrating Jharkhand’s cultural richness and its commitment to social progress.

A striking image of two young girls engaged with laptop computers underscored Jharkhand’s significant strides in education. This symbolized the state’s dedication to expanding educational access, particularly for tribal children in both urban and rural areas, representing a crucial investment in the future.

The tableau cleverly juxtaposed this modern image with vibrant representations of traditional art forms. Sohrai and Khobar paintings, meticulously crafted by tribal artists, were displayed prominently, showcasing the enduring legacy of Jharkhand’s artistic heritage. Adding to the spectacle, performers enacted the energetic Chhau dance of Seraikela, a captivating dance form deeply rooted in the state’s cultural identity.

The tableau also subtly highlighted the contributions of women in Jharkhand’s economic landscape, acknowledging their significant role in generating employment and driving economic growth. This balanced depiction of industrial progress and cultural preservation made the tableau a truly comprehensive representation of Jharkhand’s identity.

By celebrating both its industrial achievements and its vibrant cultural traditions, the tableau offered a nuanced and multifaceted portrayal of Jharkhand, highlighting its progress while deeply respecting its heritage.

The inclusion of the Jaduguda uranium plant subtly acknowledged the state’s contribution to India’s nuclear energy program. In essence, the tableau was a powerful and memorable celebration of Jharkhand’s journey, skillfully weaving together its past, present, and future.

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