How Social Media is Shaping Indian Politics

  Recently, In Iraq, a Social Media Influencer (SMI) named Om Fahad was shot dead by anunidentified gunman. Fahad was a rising social media influencer from Iraq and raised women’sissues on social media platforms. The killing of Fahad is not an isolated incident but rather asystematic pattern to stop the vice of change. These social media Influencers are targeted byreactionists because they have a very high number of audiences on social media platforms due totheir credibility, reach, and capacity to engage with the broader audience.Who are the Social Media Influencers?A social media influencer is a digital-age individual who has garnered a substantial following onsocial media platforms and has established credibility, trust, and engagement within a specificindustry. These influencers possess the ability to sway the opinions, behaviors, and purchasingdecisions of their audience due to their perceived expertise and relatability. Based on theirfollowers, they are broadly categorized into four types.First, with 1-10,000 followers, Nano Social Media Influencers are cost-effective and ideal forsmall to medium-sized businesses with limited budgets. They often have a highly engagedfollowing, making their recommendations more trustworthy. Nano influencers usually specializein specific topics, providing targeted exposure for any services.Second, Micro social media influencers have 10,000 to 100,000 followers and are suitable for anybrand aiming to reach new and engaged audiences. They offer cost-effective collaboration withclients and their audience’s needs. Micro-influencers are particularly effective for brand awarenesscampaigns.Third, Macro Social Media Influencers, ranging from 100,000 to 10,00,000 followers, are well-suited for brands seeking to reach large audiences. They often engage across multiple platformsand may have additional platforms like a website or podcast.Fourth, Mega Social Media Influencers, with more than 10,00,000 followers, are employed forcampaigns focused on awareness and sales with substantial budgets. They offer the opportunity toreach large audiences and are suitable for major product launches or significant events. Megainfluencers typically have well-established credibility and create high-quality, professionalcontent.Why are Social Media Influencers Important?Social media influencers are essential for social change due to their broad reach, accessibility, andability to engage diverse demographics, especially the youth. They play a pivotal role in creatingawareness, amplifying messages, and providing real-time coverage of events. Their influencecontributes to image building through endorsements and shapes public opinion. These influencersconnect with their audience personally, fostering trust and a sense of digital belongingness, makingthem effective agents for driving social change. Whether raising awareness about critical socialissues, promoting sustainability, or advocating for diversity and inclusion, influencers can inspireaction and spark meaningful conversations that lead to positive societal transformations.Why do reactionaries target SMI?Social media influencers are targeted worldwide, especially by reactionists, due to their significantimpact on shaping public opinion and cultural trends. Reactionists often see influencers as symbolsof modernity and change, which can challenge traditional values and beliefs. Influencers have thepower to sway large audiences, including young people, and this influence can be perceived as athreat to established norms and ideologies. Furthermore, influencers often use their platforms todiscuss sensitive topics such as politics, social justice, and human rights. Their outspokennessprovokes strong reactions from those who disagree with their views or feel threatened by theirinfluence. In some cases, influencers become targets of harassment or smear campaigns simply forexpressing their opinions or advocating for change. Additionally, influencer culture has disruptedtraditional media landscapes and shifted power dynamics in the entertainment and advertisingindustries. This can lead to resentment from those marginalized or excluded by the influencer-driven economy, such as traditional media outlets or established celebrities.A Way ForwardSocial Media Influencers can be protected through several key measures. Firstly, strengtheningplatform policies is crucial. Social media platforms must enforce stricter rules and guidelines toprevent harassment, cyberbullying, and defamation. This includes implementing robust reportingsystems and swift action against accounts engaging in abusive behaviour. Platforms can bettersupport influencers and their communities by creating safer online environments. Additionally,self-care and mental health support are crucial for influencers facing online harassment. Theconstant pressure and scrutiny can take a toll on their well-being. Secondly, Digital education andawareness initiatives are essential to evaluate the content and recognize harmful behaviors.Various stakeholders such as Non-government Organizations (NGOs), and SMIs can play a rolein educating their followers about online safety and responsible social media use. Finally,engagement with authorities is essential. Governments should collaborate with platforms and SMIsto ensure laws adequately address online threats and protect influencers against targeted attacks.   About Author Dr Nikhil Kumar Singhmar is an Author and Social Media and Political Consultant in India. Heholds PhD in social media politics in India from Jawaharlal Nehru University. His areas of interestinclude the discourse and narrative analysis of social media, Election strategies and Data analysis.He has authored “Aam Aadmi Party: Vichardhara aur Delhi Model.” as well as the founder ofDigiPolitics.

In recent years, social media has emerged as a potent force in shaping public discourse and driving policy reform in India. From the Nirbhaya case to LGBTQ+ rights advocacy and Dalit movements, digital platforms have played a pivotal role in amplifying marginalized voices, mobilizing public support, and holding authorities accountable. In the wake of the brutal gang-rape of a young woman in Delhi in 2012, social media emerged as a powerful tool for mobilization and advocacy, significantly influencing public policy in India. The horrific incident sparked widespread outrage and prompted citizens to take to social media platforms to express their anger, share stories of similar experiences, and demand justice. Platforms such as Facebook, Twitter, and WhatsApp became hubs for organizing protests, disseminating information, and fostering discussions on women’s safety and the need for stricter laws against sexual violence. The online movement, often termed the “Nirbhaya movement” after the victim, transcended geographical boundaries and brought together individuals from diverse backgrounds to rally behind a common cause. Social media played a crucial role in amplifying the voices of survivors, activists, and concerned citizens, garnering attention both nationally and internationally. The hashtag #JusticeForNirbhaya trended globally, drawing widespread attention to the issue of gender-based violence in India and galvanizing support for legislative reforms. Through compelling narratives, images, and videos shared on social media, the movement resonated with millions, fostering empathy and solidarity among netizens. This digital activism not only raised awareness about the pervasive nature of sexual violence but also pressured the Indian government to address the systemic shortcomings in the country’s legal framework and law enforcement mechanisms. The momentum generated by the online movement translated into real-world action, as policymakers faced mounting pressure to enact meaningful reforms to enhance women’s safety and access to justice. Social media served as a catalyst for change by holding authorities accountable, demanding transparency, and pushing for concrete policy interventions. In response to public outcry, the Indian government introduced the Criminal Law (Amendment) Act, 2013, which included amendments aimed at strengthening laws related to sexual offenses, expanding the definition of rape, and providing better support and protection for survivors. This legislative overhaul was a direct result of the collective mobilization and advocacy efforts facilitated by social media, underscoring its transformative impact on public policy in India. Social media emerged as a potent force in the movement to repeal Section 377 of the Indian Penal Code, reflecting a broader global trend where digital platforms have increasingly become arenas for social activism and advocacy. The “I Am” campaign, among others, exemplified the transformative potential of online mobilization, leveraging platforms like Facebook, Twitter, and Instagram to amplify the voices of the LGBTQ+ community and their allies. Through personal stories, videos, and artwork shared on social media, individuals bravely illuminated the struggles and discrimination they faced under Section 377, humanizing the issue and fostering empathy among a wide audience. The impact of social media activism extended beyond mere awareness-raising to fundamentally shifting societal attitudes towards LGBTQ+ rights in India. Online campaigns facilitated nuanced discussions, challenged prevailing stereotypes, and provided a platform for marginalized voices to be heard. As these narratives gained momentum on social media, they sparked crucial conversations within households, workplaces, and communities, gradually eroding entrenched prejudices and fostering greater acceptance and understanding. The culmination of these efforts was the historic ruling by the Supreme Court of India in 2018, which struck down Section 377 and decriminalized consensual homosexual acts. This landmark decision not only represented a legal victory but also signaled a significant cultural shift towards LGBTQ+ inclusivity and equality in Indian society. Social media’s role in this victory cannot be overstated, as it served as a catalyst for collective action, galvanizing public support, and mobilizing a diverse coalition of activists, allies, and supporters behind the cause. Looking ahead, the impact of social media on LGBTQ+ rights in India underscores the transformative potential of digital platforms in advancing social justice agendas and driving progressive policy change. While legal reform is a crucial step towards equality, ongoing efforts are needed to combat discrimination, promote inclusivity, and ensure the full realization of LGBTQ+ rights in all aspects of society. Social media will continue to play a central role in these endeavors, serving as a vital tool for advocacy, community-building, and fostering solidarity among diverse voices striving for a more just and inclusive world. The Una movement, which gained momentum in 2016, exemplifies how social media serves as a catalyst for social justice movements, particularly in highlighting and addressing issues of caste-based violence and discrimination against Dalits in India. The circulation of a viral video depicting the brutal public flogging of four Dalit men in Una, Gujarat, sparked widespread outrage when it surfaced on platforms like Facebook and Twitter. The graphic nature of the footage ignited a groundswell of online and offline protests, shining a spotlight on the pervasive problem of caste-based violence and the urgent need for systemic change. Similarly, the tragic suicide of Rohith Vemula, a Dalit research scholar at the University of Hyderabad, in 2016, underscored the deep-rooted issue of caste-based discrimination within educational institutions. Vemula’s poignant suicide note, which detailed the discrimination and marginalization he faced, resonated widely on social media platforms, catalyzing hashtags such as #JusticeForRohith and #DalitLivesMatter. These hashtags served as rallying cries for justice, sparking impassioned discussions and drawing attention to the broader structural inequalities faced by Dalits in academia and society. Social media also played a pivotal role in securing justice for the Hathras case by amplifying awareness, mobilizing support, and holding authorities accountable. Following the tragic incident on September 14, 2020, where a 19-year-old Dalit woman was allegedly gang-raped in Hathras district, Uttar Pradesh, platforms like Twitter and Facebook became key tools for disseminating information and organizing protests. Hashtags such as #JusticeForHathrasVictim and #HathrasHorror quickly gained traction, sparking widespread outrage and demanding accountability from law enforcement and government officials. The incident’s handling, including the forced cremation of the victim’s body without her family’s consent, intensified public scrutiny, with social media serving as a

Recently, In India, there has been a growing public discourse around deepfakes, particularly after the viral deepfake videos of Indian Prime Minister Narendra Modi, Cricket icon Sachin Tendulkar and Bollywood Actress Rashmika Mandanna. India’s Union Minister for Electronics & Information Technology, (Meity) Rajeev Chandrasekhar, has already characterized deepfakes as a “more dangerous and damaging form of misinformation”. The ongoing 2024 Indian general election is deeply impacted by the widespread use of deepfake technology, as political parties and their affiliated organizations are using AI-generated videos to sway voter perception and disseminate misinformation among voters. On the one hand, this trend of circulating fabricated videos is helping the political parties to popularize particular narratives in their favour. On the other hand, this trend has also sparked concerns about the integrity of the electoral process, as fabricated endorsements and deceptive content proliferate on social media platforms, undermining trust in a free and fair election. There are many instances of deepfake technology influencing the 2024 general election; in one such instance, an Instagram page uploaded deepfakes of world leaders, including former U.S. President Donald Trump and North Korean leader Kim Jong-un, saying “Jai Shree Ram” after the Ram Mandir inauguration in January 2024. Another deepfake altered Prime Minister Narendra Modi’s speech to praise businessman Gautam Adani, which was shared by the Indian National Congress’ Uttar Pradesh Instagram page. These alarming examples highlight the pervasive influence of deepfake technology in manipulating public discourse and political narratives, emphasizing the urgent need for robust regulatory measures to mitigate the spread of false information and safeguard the integrity of democratic processes in India; but before this, we need to understand Deepfake. What is Deepfake?  Deepfake is an Artificial Intelligence (A.I.) based technology that manipulates videos, images, or audio to make them look real when they are not. It was first used for harmless fun but raised severe concerns about spreading misinformation and manipulating people. The term emerged in 2017 when a Reddit (a Social Media platform) user named “deepfakes” posted explicit videos of celebrities. Deepfakes use a technology called Generative Adversarial Networks (GAN), which is a type of machine learning. GAN learns from existing data, like videos or images, to create or change content, making it seem real. It can copy movements, facial expressions, and other details to make the fake media look convincing. Deepfakes blur the line between what is real and what is not. They usually need lots of data, often taken from the internet or social media, without their permission. What Risks and Harmful Impact of Deepfakes As the World Economic Forum (WEF) 2024, Global Risk Report states that fake news is the most significant immediate risk. The presence of misinformation and disinformation in these electoral processes could seriously destabilize the real and perceived legitimacy of newly elected governments, risking political unrest, violence and terrorism, and a longer-term erosion of democratic processes. The (WEF) says fake news is the Number one threat to India. The harmful impact of deepfakes is not only limited to political space but also extends to personal spaces to society at large, with women often being primary targets through the creation of nonconsensual videos that inflict severe psychological harm and intimidation. Additionally, deepfakes raise significant national security concerns as hostile nation-states leverage them to threaten public safety and sow chaos and uncertainty. Their presence also contributes to the phenomenon known as the “Liar’s Dividend,” where genuine information is discredited as fake news, further undermining trust in reliable sources of information. What Efforts Have been made to address Deepfake in India and at International Level Currently, In India, no specific laws directly address the use of deepfake technology. However, authorities utilize existing legal frameworks to address its misuse. Indian authorities combat deepfakes using provisions from the Information Technology Act (2000) and the Indian Penal Code, while the I.T. Rules 2023 mandate intermediary platforms to swiftly remove reported deepfake content, supplemented by government advisories urging social media intermediaries to exercise due diligence in detecting and mitigating deepfake dissemination. On the international front, the world’s first A.I. Safety Summit 2023, held at Bletchley Park, England, involved 28 major countries, including the U.S., China, and India, emphasizing the need for global action to address the potential risks of A.I. The Bletchley Park Declaration acknowledged the risks of intentional misuse and the loss of control over A.I. technologies. The declaration emphasizes the need for international cooperation and advocates for a collaborative approach involving various stakeholders, including companies, civil society, and academia. To address AI-related risks. A Way Forward To effectively address the threat of deepfake technology, a holistic approach is necessary, involving social media platforms implementing watermarking for detection alongside public awareness campaigns on the dangers of fake videos and responsible sharing. Government and social media intermediaries should educate users on content policies, discourage inappropriate uploads, and advance deepfake detection technologies within comprehensive legal frameworks that balance freedom of speech and stakeholders’ interests across various sectors. Dr. Nikhil Kumar Singhmar Dr Nikhil Kumar Singhmar is an Author and Social Media and Political Consultant in India. He holds a PhD in social media politics from Jawaharlal Nehru University in India. His areas of interest include the discourse and narrative analysis of social media, Election strategies and Data analysis. He is also the founder of DigiPolitics.

Understanding Public Policy Public policy constitutes a cornerstone of governance mechanisms, embodying the state’s concerted efforts to address multifaceted challenges and promote societal welfare. Its evolution is deeply intertwined with the dynamic contours of societal needs, political imperatives, and economic exigencies. Over time, as societies undergo transformative shifts, public policies adapt to meet emerging challenges and aspirations, reflecting an iterative process of refinement and adaptation. The classification of public policies encompasses a spectrum of approaches tailored to diverse governance objectives. Substantive policies encompass initiatives to foster socio-economic development, tackle inequality, and address pressing societal concerns. Conversely, cumulative policies regulate commercial activities, ensuring ethical and legal standards compliance. Distributive policies promote equitable resource allocation, ameliorate disparities, and foster community cohesion. The formulation of public policies follows a systematic trajectory characterized by a sequence of interconnected stages. It commences with issue identification, whereby policymakers discern salient societal challenges and assess their implications. Subsequent phases entail rigorous research, consultation, and proposal development, culminating in articulating policy frameworks tailored to address identified needs. Implementation involves translating formulated policies into actionable initiatives, encompassing programmatic interventions, resource allocations, and stakeholder engagement strategies. The intricate relationship between public policy and politics is pivotal in understanding a nation’s governance dynamics. Public policy encompasses a spectrum of governmental decisions, programs, and actions aimed at addressing the needs of citizens. At the same time, politics involves the broader activities of the state and government concerning citizens, including power dynamics and the formulation of policies. Theoretical frameworks such as the Laswell model, Gabriel Almond’s Political System Model, and David Easton’s Feedback Model offer valuable insights into how politics influences the formulation and implementation of public policy. Harold Laswell’s paradigmatic perspective in political science emphasizes the convergence of politics and policy science, advocating for an active role for political scientists in addressing societal issues through intentional policy formulation. Laswell’s model outlines seven policy process stages, providing a normative framework for optimal policy development focusing on ethical and procedural considerations. His famous aphorism, “Politics is who gets what, when, how,” underscores the role of politics in resource distribution and highlights the interconnectedness between political processes and societal outcomes. The Feedback Model, developed by David Easton, challenges the linear view of policymaking by depicting it as an ongoing, cyclical process characterized by continuous feedback loops. This model emphasizes the adaptive nature of political systems, where inputs, representing societal demands, and outputs, symbolizing government decisions, engage in a reciprocal relationship. The Feedback Loop ensures that the consequences of policies are considered in subsequent decision-making, fostering a dynamic and responsive governance structure. Gabriel Almond’s Political System Model conceptualizes the political system as a complex network akin to a machine, transforming inputs into outputs. Almond identifies four main inputs, including political socialization and recruitment, interest aggregation, interest articulation, and political communication, which contribute to outputs such as governmental policies and decisions. Almond’s framework aids in understanding the ongoing processes within political systems as they respond to evolving societal demands. While these theoretical perspectives offer valuable insights into the relationship between politics and policymaking, critiques highlight potential oversimplification and the oversight of influential factors. Nonetheless, these models remain essential for comprehending the intricate interplay between politics and public policy within governance systems. Incorporating contemporary technological developments and global interconnectedness further enriches the analysis, acknowledging the evolving landscape that shapes the dynamics of public policy in the modern era.

Social media has become a cornerstone of modern governance and public policy, fundamentally transforming how governments interact with citizens. It is a vital communication tool, fostering open dialogue, engagement, and transparency. One of its primary roles is to promote public participation by giving citizens direct access to policymakers, enabling them to express opinions, provide feedback, and contribute to decision-making processes. This inclusive approach enhances democracy by ensuring that government actions are informed by the diverse perspectives of the populace. Awareness First, Awareness: Social media plays a crucial role in governance and public policy by significantly enhancing awareness among citizens regarding various issues, initiatives, and government programs. Utilizing platforms such as Facebook, Twitter, and Instagram, governments leverage social media to disseminate essential information about policies, regulations, and available services, ensuring that citizens are well-informed. Through the strategic use of captivating visuals, videos, and infographics, governments can effectively convey complex policy matters in an easily digestible format for a broader audience, thereby encouraging greater civic engagement. By leveraging the vast reach and accessibility of social media platforms, governments extend their communication efforts to diverse demographics, including segments of the population that may have previously been difficult to reach through traditional means. This inclusive approach ensures that citizens from all walks of life can access vital information about governance and public policy, empowering them to participate actively in societal discussions and decision-making processes. Moreover, social media serves as a dynamic tool for fostering dialogue and interaction between governments and citizens. Through platforms like Twitter and Facebook, citizens can directly engage with government officials, ask questions, and provide feedback on various policy initiatives. This direct line of communication enhances transparency and strengthens the bond of trust between governments and the people they serve, ultimately leading to more informed and responsive governance. Transparency Second, Transparency: Secondly, social media plays a pivotal role in enhancing transparency within governance by providing a platform for open communication and information sharing. Governments utilize social media channels to disseminate real-time updates, reports, and data on their activities, expenditures, and performance metrics. This proactive information sharing fosters trust and confidence among citizens, who can closely monitor government actions and hold officials accountable for their decisions. By leveraging social media platforms, governments can directly dialogue with citizens, address queries and concerns, and solicit feedback. This interactive approach encourages transparency and fosters a culture of openness and accountability within the government. Citizens feel empowered to voice their opinions and hold officials responsible for their actions, leading to greater trust in the governance process. Furthermore, social media facilitates the dissemination of information promptly, allowing governments to address emerging issues and provide updates promptly. This transparency in communication helps build credibility and legitimacy for government actions, ultimately strengthening the relationship between the government and the public. Accountability Third, Ensuring Accountability: Social media serves as a crucial tool for ensuring accountability within governance by empowering citizens to hold governments accountable for their actions and decisions. Through social media platforms, individuals can report corruption, misconduct, or inefficiency, amplifying their voices and demanding transparency and accountability from public officials. Moreover, social media provides a platform for whistleblowers to expose wrongdoing and injustice, driving positive change and promoting ethical governance practices. By facilitating the rapid dissemination of information, social media enables whistleblowers to shed light on misconduct and malpractice, compelling governments to address issues and implement necessary reforms. Additionally, social media creates channels for citizen oversight and scrutiny, acting as a watchdog to ensure that governments uphold their responsibilities and serve the public interest. Through public discourse and debate on social media platforms, citizens can hold officials accountable for their actions, advocating for greater transparency and accountability in governance. Feedback Fourth, Feedback: One of the most significant roles of social media in governance is its ability to enable dynamic feedback mechanisms. Through platforms like polls, surveys, and online forums, governments can engage directly with citizens to gauge public sentiment, gather input, and adjust policies accordingly. This real-time feedback loop empowers governments to make informed decisions that are responsive to the needs and preferences of their constituents across various domains, such as healthcare, education, infrastructure, and environmental policies. By leveraging social media for feedback gathering, governments can reach diverse citizens, ensuring inclusivity in the policymaking process. Citizens from different backgrounds and demographics can express their opinions and concerns, providing valuable insights that shape policy development. Additionally, the interactive nature of social media allows for meaningful dialogue between governments and citizens, fostering a sense of collaboration and ownership in decision-making. Furthermore, the immediacy of social media feedback mechanisms enables governments to stay agile and adapt quickly to changing circumstances or emerging issues. Whether assessing public opinion on proposed policies or evaluating the effectiveness of existing initiatives, social media provides a platform for continuous assessment and improvement. When considering John List’s framework on policy failure in the Indian context, it’s evident that social media exerts a predominantly negative influence on public policy outcomes. Firstly, it amplifies false narratives and misinformation, distorting perceptions of policy effectiveness, hindering accurate evaluation, and impeding effective decision-making. Secondly, social media manipulates public opinion, often favouring certain agendas or interests, eroding trust in institutions and undermining genuine public discourse. Thirdly, it reinforces personal branding over policy substance, prioritizing optics over substantive outcomes, thus detracting from transparency and accountability. Additionally, social media exacerbates polarization and divisiveness, making bipartisan solutions difficult to achieve while fostering public distrust through misinformation campaigns. These dynamics outlined by List underscore how social media hampers effective policymaking in India.