YouTube and Reels The Unlikely Powerhouses That Could Shape India’s Elections
Influence of YouTube and Reels on India's Elections A Potential Game Changer
The Rise of Influencer Politics in India: How Online Personalities are Shaping Elections
Sharvan Patel’s Instagram account is like a virtual safari through the stunning landscapes of western India. From children wrestling with calves for camel milk to grandmothers preserving pickles on top of mud houses, Patel’s page showcases the unique ecosystem and cultural traditions of the Thar desert. However, alongside these mesmerizing glimpses into daily life, Patel takes on another role: political influencer. With over 318,000 followers, he uses his platform to endorse candidates during election seasons, showcasing the complex relationship between indigenous cultures and the environment while subtly urging his audience on who to vote for.
But Patel is not alone in this endeavor. In fact, he is just one of the many influencers hired by marketing firms working for major political parties in India, such as the ruling Bharatiya Janata Party and the opposition Congress Party. With the online space becoming a key battleground for political campaigns, these parties are enlisting influencers to swing voting patterns, manage crises, and secure power in the world’s largest democracy.
From fluffy interviews on YouTube podcasts with millions of subscribers to subliminal attacks on Instagram Reels, political parties are leveraging the power of influencers to break through traditional media barriers and reach voters directly. With a whopping 622 million Indians online, the internet has become a powerful tool for politicians to connect with constituents, particularly those in rural areas who were previously harder to reach. As the cost of internet access drops and smartphones become more accessible, influencer culture has exploded in remote regions, shaping political narratives and influencing voter behavior.
But this rise of influencer politics isn’t without its controversies. Critics argue that this symbiotic relationship between politicians and influencers allows them to manipulate the information ecosystem, making it difficult to discern who is being paid to endorse whom. Ravi Iyer, the managing director of the USC Marshall School’s Neely Center, points out that influencers help political parties skirt election laws and challenge the integrity of the electoral process. It’s a new frontier in politics, where authenticity and trust are used as powerful tools to shape public opinion.
India’s influencer industry is flourishing, driven by its massive population of social media users. With Instagram, WhatsApp, Facebook, and YouTube boasting millions—and even billions—of users in the country, the influencer market is projected to exceed $300 million by 2025. Political parties have recognized the potential of this vast digital landscape, becoming major clients of social media influencers. The ruling Bharatiya Janata Party, led by Prime Minister Narendra Modi, has organized numerous influencer meetups across the country, while the opposition Congress Party has even allocated government advertisements to internet influencers.
For politicians, the key value of influencers lies in their subliminal power. Madhura Ranade, vice president of branded content at Dentsu Creative India, emphasizes that nano- and micro-influencers hold immense sway in rural areas. These influencers speak the local dialects, reference regional metaphors, and enjoy the trust of their communities, making them powerful agents for mobilization, messaging, and crisis management. Their authenticity and relatability make it easy for them to shape narratives and subtly influence the voting choices of their followers.
But working with political campaigns can be a fine line for influencers to tread. A clear endorsement can trigger a backlash from their followers, leading some influencers to remove posts after facing criticism. It’s a delicate dance between gaining lucrative opportunities and maintaining credibility within their audience. However, in a landscape where influential politicians bring higher credibility to influencers, the choice to collaborate becomes irresistible yet costly.
Furthermore, these political collaborations also raise legal concerns. In August of this year, the Advertising Standards Council of India mandated that influencers disclose whether their posts are endorsements or advertisements. However, none of the influencers interviewed for this piece provided any such disclosure, highlighting the need for better oversight in this emerging space.
As India braces itself for state elections this month and a national election in 2024, the influencer space is poised to play an even more prominent role. The next national election is expected to be a battle for the soul of India, as the country’s democratic freedoms have faced scrutiny under Modi’s Hindu-nationalist regime. Online misinformation and hate speech threaten the integrity of the democratic process. As Professor Joyojeet Pal from the University of Michigan warns, the ones most capable of addressing this problem—the ruling government—are also the ones deeply embedded within the influencer ecosystem, creating a dangerous situation for future elections.
In conclusion, influencer politics has become a force to be reckoned with in India’s ever-evolving political landscape. Technology and media, once seen as neutral tools, have become powerful instruments in shaping public opinion and swaying voting patterns. As voters and technology enthusiasts, it’s essential for us to remain aware of these dynamics, critically evaluating the information we consume and engaging in responsible digital citizenship.
What do you think about the rise of influencer politics in India? Are there any safeguards that should be implemented to ensure transparency and integrity in the electoral process? Let us know your thoughts in the comments below!
