Narendra modi: The global social media superstar!

 Prabin Kumar Padhy

(The writer can be reached at prabin.padhy@gmail.com)

“Hit the Bell Icon and Subscribe to my channel” were the concluding words of Prime Minister Shri Narendra Modi during his address to around 5,000 creators present physically and millions of attendees online at the recent YouTube FanFest 2023.

The FanFest 2023 India, a part of the YouTube FanFest global series, brought together content creators, influencers, and digital enthusiasts from all corners of the world. Held in the heart of Mumbai, the event has grown into a global phenomenon, attracting millions of viewers both in person and online. Modi’s participation this year marked a notable fusion of political leadership and the digital content creation sphere.

In a significant development highlighting the intersection of politics and social media, Prime Minister Narendra Modi addressed a global audience through a YouTube video message during FanFest 2023 in India. The event, which celebrates digital content creators, provided an opportune platform for Modi to discuss the evolving role of social media in Indian politics.

In his video message, Prime Minister Modi acknowledged the immense power of social media in shaping political discourse and connecting with citizens. He emphasised that platforms like YouTube have bridged the gap between political leaders and youth, creating a direct line of communication that was previously unimaginable.

PM Modi spoke about how social media has allowed him to engage with millions of Indians, particularly the youth, who are active users of these platforms. He highlighted the importance of reaching out to the digital generation, sharing ideas, and listening to their concerns through mediums like YouTube. He also expressed that, together, we can bring transformation to the lives of a huge population in our country.

With 1.79 crore subscribers and roughly 21000 video posts, PM Modi has been a YouTuber for the last 15 years, and he connected instantly with the youth participants when he addressed himself as a fellow YouTuber and talked about how changes can be brought about by involving in mass missions like Swachh Bharat, Digital Payments, and Vocal for Local. He expressed his happiness at how YouTubers have contributed to such mass movements and also reiterated his request to engage in more numbers for these activities and promote them. He also urged them to create video contents to promote products of Indian art and craft that are made by the toiling labour of the artisans and to make an emotional appeal for buying to their fellow YouTubers and subscribers.

The use of social media has been a defining feature of PM Modi’s political career. Since his first term as Prime Minister in 2014, he has been an avid user of platforms like Twitter and Facebook to communicate with the public. His outreach extends to Instagram, YouTube, and even newer platforms like Clubhouse and Koo.

The impact of Modi’s social media presence on Indian politics cannot be overstated. He has amassed millions of followers, making him one of the most-followed world leaders on various social media platforms. His “Mann Ki Baat” programme, broadcast through radio and social media, has allowed him to directly connect with citizens on a wide range of topics, from governance to social issues.

Beyond mere communication, social media has played a crucial role in election campaigns in India. The 2014 and 2019 general elections witnessed a substantial shift in campaigning strategies, with political parties investing heavily in digital outreach. The Bharatiya Janata Party leveraged social media to its advantage, utilising data analytics and targeted advertising to connect with voters. And, PM Modi being the social media icon, campaigns were floated around him and his actions. Be it “Modi Hai TohMumkin Hai”, “PhirEkBaar Modi Sarkar”, “Mein BhiChowkidar,” and many such, they were instant hits with people across the country.

With over a decade of active engagement on various social media platforms, Narendra Modi has effectively utilised the digital sphere to communicate his government’s policies, engage with the public, and project India’s image on the global stage. As per the latest statistics, PM Modi boasts an impressive follower base that surpasses many top world leaders on multiple platforms, making him a global social media sensation.

What sets Modi apart is not just his massive following but also the global reach of his social media presence. He frequently engages with world leaders, tweets in multiple languages, and shares content that resonates with people beyond India’s borders. His active participation in global conversations on topics such as climate change, economic cooperation, and the COVID-19 response has earned him a place in international dialogues.

While PM Modi’s global social media presence has undoubtedly been a tool for reaching a vast audience, it has also faced criticism. His critics and opposition parties like Congress, AAP, etc., argue that his administration uses these platforms to control the narrative and suppress dissenting voices. All the while, there have been debates about the spread of misinformation and fake news on these platforms, which the Modi government has taken active steps to address.

But apart from all the criticism, PM Narendra Modi’s global social media status is a testament to the power of digital engagement in today’s political landscape. As the digital sphere continues to evolve, his social media strategy will undoubtedly remain a focal point of global political discourse and, of course, will keep him atop the social media platforms around the world, undoubtedly making him the social media superstar for years to come.