Prime Minister Narendra Modi has emerged as a master communicator, adeptly connecting with the masses through a multifaceted communication strategy
In the ever-evolving landscape of Indian politics, Prime Minister Narendra Modi has mastered the art of connecting with the masses, utilizing a multifaceted communication strategy that spans traditional and digital media. Central to his approach is the monthly radio address, "Mann Ki Baat" (Speech of Heart), where the nuances of Motivating Language Theory (MLT) play a pivotal role in enhancing his leadership effectiveness.
The study of Modi's communication style involves dissecting the ML components—direction-giving, empathetic, and meaning-making language—and their impact on followers' perception of leadership effectiveness. Utilizing the ML scale and Leader Effectiveness scale in a comprehensive survey, structural equation modelling demonstrates a strong correlation, indicating Modi's adept use of ML to enhance his leadership effectiveness.
In this digital age, the strategic use of All India Radio (AIR) as a mass communication channel has breathed new life into public broadcasting through "Mann Ki Baat." The program serves as a direct conduit for the Prime Minister to address the nation, voicing concerns and issues that resonate with the majority. Despite the prevalence of social media platforms like Twitter and Facebook, Modi recognizes the enduring power of radio, particularly in reaching the remotest parts of India, serving the poorest of the poor.
The term 'communication,' derived from the Latin word 'communis,' underscores the exchange of ideas and views to create a common understanding. Radio, despite the surge in social media and digital platforms, remains a potent mass communication tool, reaching nearly the entire population. With over 177 radio stations worldwide and 97% of the population having access to radio signals, its influence endures.
Radio not only serves as a primary medium of entertainment but also plays a crucial role in educating and raising awareness about social issues. It can build a healthier atmosphere for growth, broadening horizons and gradually shifting attitudes. Particularly in rural areas without access to television or electricity, All India Radio (AIR) has become the sole source of information and entertainment, broadcasting in 24 languages and 140 dialects.
Recognizing the evolving landscape of communication, Modi and his core team embarked on direct communication with the public well before his formal announcement as a prime ministerial candidate in 2012. Unlike other political leaders, Modi overcame the reliance on mainstream media by embracing social media in 2009. This early adoption allowed him to establish an individualized hegemony, creating a political brand that resonated across diverse segments of the population.
Modi's use of innovative technologies, such as 3D hologram technology, added a captivating dimension to his communication strategy. Addressing diverse audiences in underdeveloped regions, including the mountains of the Himalayas and small towns in different states, showcased his commitment to reaching every corner of the country. Google's Hangout feature provided a platform for direct interaction with voters, offering a unique and engaging experience. The #SelfieWithModi campaign further encouraged active political participation during elections, fostering a multi-level personalised communication between the leader and the public.
While Modi recognized the importance of social media, his team understood that traditional media still held sway, influencing debates on social platforms. The live broadcast of Modi's speeches on YuvaiTV, a dedicated web TV, strategically engaged both social and traditional media. This dual approach ensured widespread coverage, with Modi commanding 33.2% to 40% of airtime on news channels during the election campaign, overshadowing competitors like Arvind Kejriwal and Rahul Gandhi.
The 2014 general elections witnessed the dominance of Modi's campaign, centred on one name: Narendra Modi. Active engagement on social media, coupled with individualistic slogans like "Har har Modi," "Har ghar Modi," and "Abb ki bar, Modi Sarkar," solidified his image as the focal point of the election discourse. By convincing voters that every vote cast for a BJP candidate was a vote for him, Modi strategically shaped the narrative, emphasizing his leadership qualities.
Modi's ability to turn challenges into opportunities became evident when an opponent from the Congress Party attempted to insult him by referring to his past profession as a teaboy. Rather than letting it affect him, Modi used the taunt to build a relatable, "one-of-us" public image.
This led to the initiation of the "chai pe charcha" tradition, where Modi engaged with common citizens at tea stalls across the country, broadcasting these interactions through satellite services and social media platforms. This approach, rooted in the “us vs them” notion, further solidified Modi's populist appeal.
Modi strategically employed populist tools, including creating a new internal enemy by aligning with right-wing Hindus and minimizing space for minorities like Muslims. This reshaped representation of the “us vs them” notion highlighted the perceived inferiority of the ‘others’ within the population (Mazzoleni & Bracciale, 2018). Leveraging his association with the right-wing Hindu movement Rashtriya Swayamsevak Sangh (RSS), Modi wooed the Hindu population through religious symbols, references, and engagements during the election campaign.
Beyond the election campaigns, “Mann Ki Baat” serves as a manifestation of Modi's commitment to transparent and dialogue-driven governance. The Modi Ane Wala Hai Rath, featuring five-foot-high LCD screens mounted on 400 trucks, amplifies the reach of his message, running across 95,000 villages for a month. Modi's access to the world's largest media, including All India Radio, Doordarshan, YouTube, and social media channels, ensures a broadcast in 150 countries and multiple languages.
Narendra Modi's communication strategy has catapulted him to the status of the most popular world leader on Instagram and Facebook. The observations suggest that new media technologies have empowered populist politicians like Modi, marking the resurgence of populism in India and globally. In conclusion, Modi's adept use of motivating language, innovative technologies, and a blend of traditional and new media tools has positioned him as a formidable leader. Whether through radio waves, hologram technology, or social media algorithms, Modi continues to shape the narrative, leaving an indelible mark on Indian politics. The enduring success of “Mann Ki Baat” underscores the importance of effective communication in governance. By harnessing Motivating Language Theory principles and leveraging traditional and digital platforms, leaders can bridge socio-economic gaps, reaching diverse populations and fostering a lasting impact on the collective consciousness.
(The author is associate professor at Pondicherry Central University, views are personal)