The Bharatiya Janata Party (BJP)and Indian PM Modi have adeptly harnessed the power of social media to propagate its ideological and policy-driven narratives, reshaping political engagement and governance in India. From the early days in Gujarat (2001-2014) under Narendra Modi’s leadership to its national governance post-2014, the BJP’s strategic use of digital platforms has significantly influenced public perception and policy awareness. This blog explores how the BJP utilized social media to promote its Hindutva ideology alongside welfare policies, fostering a narrative of inclusive development and Hindutva cultural pride.
Gujarat: Hindutva and Development (2001-2014)
Integrating Ideology with Development
During Narendra Modi’s tenure as the Chief Minister of Gujarat, the BJP seamlessly integrated Hindutva principles with a developmental agenda. Social media played a crucial role in this integration, with platforms like Twitter and Facebook being used to showcase Modi’s involvement in religious events and the state’s progress. Visual narratives of Hindu cultural events were intertwined with infrastructure projects and economic growth updates, presenting a balanced view of Gujarat’s advancement.
Navigating Challenges
Despite facing challenges such as polarization and criticism from various quarters, the BJP maintained a narrative of inclusivity and balanced progress. Social media channels were used to address controversies promptly, ensuring that the party’s messages of unity and development reached a broad audience. Real-time updates and engaging content helped mitigate negative perceptions and highlighted the state’s achievements.
National Scale: Blending Welfare and Ideology (2014-2023)
Promoting Welfare Schemes
Upon transitioning to national governance, Prime Minister Narendra Modi continued leveraging social media to promote public policies and welfare programs. Initiatives like #SabkaSaathSabkaVikas epitomized the party’s vision of harmonizing Hindutva values with diverse citizen needs. Social media platforms facilitated awareness campaigns about key welfare initiatives, fostering transparency and enabling direct communication between the government and the public.
Pradhan Mantri Jan Dhan Yojana (PMJDY), Mission Swachh Bharat
Launched in 2014, PMJDY aimed to provide Indian citizens with affordable access to financial services. Social media was pivotal in disseminating information about the scheme, with platforms like Facebook and Twitter sharing engaging content, live Q&A sessions, and success stories. This strategy informed the public and created a sense of ownership and participation among beneficiaries.
The Swachh Bharat Mission, launched on October 2, 2014, represented one of the most extensive sanitation campaigns globally. Social media played a crucial role in popularizing the mission, with hashtags like #SwachhBharatMission becoming rallying points for discussions and updates. The involvement of celebrities and public figures as brand ambassadors further amplified the campaign’s reach, making it a nationwide movement.
Beti Bachao Beti Padhao
Launched on January 22, 2015, the Beti Bachao, Beti Padhao (BBBP) campaign aimed to address the alarming decline in the child sex ratio. Social media was instrumental in raising awareness about gender-based issues, with the BJP’s social media handles sharing infographics, videos, and success stories. The #SelfieWithDaughter campaign exemplified the power of social media in spreading awareness and fostering public engagement.
Hindutva Narratives: Ram Mandir, Article 370, and CAA
Ram Mandir
The BJP effectively utilized the emotive appeal of the Ram Mandir issue to shape Hindutva public opinion and drive election campaigns. Social media platforms like Facebook, Twitter, and WhatsApp were used to communicate the party’s commitment to constructing the Ram Mandir, portraying it as a symbol of Hindu cultural resurgence. Compelling visuals and targeted campaigns rallied widespread support among Hindu communities.
Article 370
The BJP strategically used the abrogation of Article 370 to shape Hindutva public opinion and drive its election campaigns. Social media platforms disseminated narratives emphasizing the move’s alignment with national security and socio-economic development. Hashtags, multimedia content, and coordinated online campaigns helped counter opposition narratives and garnered public support.
Citizenship Amendment Act (CAA)
The BJP leveraged the Citizenship Amendment Act (CAA) to shape public opinion and consolidate support among Hindu communities. Social media platforms were used to highlight the humanitarian aspects of the legislation, framing it as a measure to provide refuge to persecuted religious minorities. Targeted messaging and multimedia content facilitated public engagement and mobilized grassroots support.
Conclusion
The Bharatiya Janata Party (BJP) has revolutionized political engagement and governance in India through its pioneering use of digital technology and social media. From 2001 to 2014, the BJP effectively combined Hindutva ideology with developmental agendas in Gujarat, led by Chief Minister Narendra Modi. Transitioning to the national level from 2014 to 2023, Prime Minister Modi continued to leverage social media to implement public policies, blending Hindutva principles with welfare agendas. Despite criticisms, the BJP’s multifaceted social media strategies have successfully popularized government schemes, encouraging citizen participation and showcasing their impact. This highlights the transformative role of digital platforms in shaping contemporary political discourse and public perception in India.