In the upcoming 2024 Indian elections, social media has emerged as a transformative force, influencing voter behavior to an unprecedented extent. Platforms like YouTube and Instagram have become avenues for alternate viewpoints and critical voices, creating a cognitive dissonance with the government’s narrative. This shift is primarily due to the traditional media’s growing bias and echo chamber effect, which has led audiences to seek credible information from other sources.
Previously, social media was primarily employed by the ruling Bharatiya Janata Party (BJP) and Prime Minister Narendra Modi himself. However, over time, an ecosystem of right-wing influencers emerged on these platforms, pushing the boundaries of decency with commentary on Muslims, women, and historical revisionism. This content often served to stoke anger and hatred against minority groups and rivals, without ever becoming a tangible event like a hate speech rally or riot.
However, the landscape has shifted as traditional media outlets have begun to echo much of the content from the right-wing ecosystem. As a result, people are no longer being fooled, and even core BJP supporters recognize the extent of media control. With a more diverse population using mobile phones and searching for alternate viewpoints, an opportunity has been created for critical voices that do not align themselves with any political party, allowing them to garner the credibility vacated by traditional media.
The algorithms used by platforms like YouTube and Facebook favor content that is growing rapidly in popularity, boosting it to the entire user base. This has been a boon for influencers like Dhruv Rathee, whose video titled “Is India becoming a DICTATORSHIP?” has already garnered over 25 million views on YouTube. Social media has also provided a space for political engagement for reticent voters silenced by the prevailing environment of fear.
The educated youth population has been the most rapid adopters of social media, and they were once seen as the core support base for Mr. Modi. However, after 10 years, the aspiration is largely gone, and for many, frustration has come in its place. This frustration has led to educated youth moving away from the BJP in significant numbers, as seen in the results of the 2022 State election in Barabanki.
This shift in political narratives away from the formal party system is a positive development for democracy, as it encourages diverse opinions and active contestation of political views. However, the long-term implications of this trend, such as the impact on party structures and the public sphere, require further interrogation.
Regardless, the emergence of social media as the key player in this election highlights the complete abdication of the bulk of traditional media from its professional purpose of framing political issues with credibility. This raises important questions about the future of reasoned discussion and the health of Indian democracy, which will likely be central to the 2024 election.
