THE CONTEXT: The 2024 election in India marks a significant shift as social media emerges as a pivotal player in shaping political narratives. This election is characterized by the active engagement of educated youth, who are increasingly turning to social media influencers for information and viewpoints. Traditional media’s abdication of its role has created a vacuum that social media has filled, leading to a diverse and contested political landscape.
ISSUES:
- Shift in Media Influence: Social media has created avenues for alternate viewpoints outside of state control, challenging the traditional media’s dominance and creating cognitive dissonance with the government narrative.
- Role of Social Media Influencers: Influencers with large followings, such as Dhruv Rathee, play a significant role in shaping political opinions and narratives, often challenging the dominant political discourse.
- Youth Engagement and Frustration: Social media has been rapidly adopted by the educated youth, who were once core supporters of Prime Minister Modi but are now increasingly frustrated due to unmet aspirations and lack of jobs.
- Political Polarization and Centralization: Social media enables more excellent centralization within political parties, as leaders can directly shape narratives, bypassing traditional party workers and intermediaries. This centralization is coupled with more profound polarization driven by social media algorithms.
- Decline of Traditional Media: The shift from traditional media to more provocative and biased content for survival has led to its decline as people turn to social media for more credible information.
- Democratic Reclaiming and Long-term Implications: The emergence of social media as a critical player in elections indicates a reclaiming of democratic spaces. However, the long-term implications for party structures, political narratives, and the health of Indian democracy remain uncertain.
THE WAY FORWARD:
- Strengthening Fact-Checking Mechanisms: Implement robust fact-checking mechanisms across all social media platforms. This could involve partnerships with independent fact-checking organizations and using AI to detect and flag false information. Platforms should also promote verified information and provide users with tools to report suspicious content.
- Enhancing Transparency in Political Advertising: Enforce stricter regulations requiring full disclosure of paid political content and funding sources for such advertisements. Social media platforms should maintain public databases of all political ads, including information about the sponsors and the amount spent.
- Promoting Digital Literacy and Critical Thinking: Launch nationwide digital literacy campaigns to educate the public on identifying misinformation and understanding the algorithms that drive social media content. Schools and community programs should include critical thinking and media literacy modules to help individuals discern credible information.
- Regulating Algorithmic Bias and Content Moderation: Develop and enforce regulations that require social media companies to audit and adjust their algorithms to reduce bias and prevent the amplification of harmful content. Platforms should also be transparent about their content moderation policies and practices.
- Encouraging Diverse and Independent Media: Support the growth of independent and diverse media outlets that adhere to high journalistic standards. This could involve providing grants, tax incentives, and other forms of support to independent media organizations. Additionally, promoting public service broadcasting can ensure that credible and balanced information reaches a broad audience.
THE CONCLUSION:
The rise of social media in Indian politics has opened new avenues for democratic engagement and diverse opinions. However, it also raises questions about the long-term implications for party structures and the public sphere. As social media continues to shape political narratives, the health of Indian democracy and the nature of reasoned discussion remain critical areas for further interrogation.
UPSC PAST YEAR QUESTIONS:
Q.1 How do pressure groups influence the Indian political process? Do you agree with this view that informal pressure groups have emerged as more powerful than formal pressure groups in recent years? 2018
Q.2 In the Indian governance system, the role of non-state actors has been only marginal.” Critically examine this statement. 2016
Q.3 Young people with ethical conduct are not willing to come forward to join active politics. Suggest steps to motivate them to come forward. 2017
MAINS PRACTICE QUESTION:
Q.1 Analyse the role of social media influencers in shaping political narratives in India, with a particular focus on the 2024 general elections. Discuss the implications of this trend on the traditional roles of political parties and the media in democratic discourse.
SOURCE:
https://www.thehindu.com/opinion/op-ed/social-medias-impact-on-indian-politics/article68178417.ece
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