With India's marathon general election set to begin on April 19, more recently, Indian Prime Minister Narendra Modi's Bharatiya Janata Party (BJP) strategically partnered with popular social media influencers to tap into their large fan base to spread their political agenda. This phenomenon has sparked debate about the moral implications and potential consequences of such cooperation.
One of the influencers is Maithili Thakur, a talented folk singer with millions of followers on various social media platforms.
Thakur's fame reached new heights when Prime Minister Modi shared one of her religious songs at the opening ceremony of a Hindu temple in Ayodhya. This event put her in the spotlight, receiving recognition at the National Creator Awards, organized by the government, to recognize influential figures who promote "New India".
"There are a lot of influencers who are working with the current ruling government and making videos," Thakur said. He has 14 million followers on Facebook and over 4.5 million followers each on Instagram and YouTube.
Critics have expressed concern about the symbiotic relationship between social media stars and the ruling party. They fear that financial incentives and increased visibility can lead influencers to uncritically support the BJP, potentially compromising their independence and integrity. Prateek Waghre from the Internet Freedom Foundation highlights the inherent biases that can arise when influencers prioritize monetary gain and follower growth over genuine political debates.
BJP's alliance with social media influencers is considered a strategic move to enhance its appeal among young people, who make up more than half of India's population. By leveraging platforms such as YouTube, which has the largest audience in India, the party aims to exert influence among young voters. The government's online platform, MyGov, further strengthened this effort by broadcasting interviews with award-winning influencers supporting Modi.
However, not all influencers express overt political positions in their endorsements. Some, like Ankit Baiyanpuria, winner of the National Fitness Creator Award, have publicly advocated for the BJP, urging their followers to support Modi. On the other hand, individuals like Heritage Fashion Icon Award winner Janhvi Singh promote cultural values without explicit support for any political party. Singh stressed the importance of voting while expressing his admiration for Modi's leadership.
The convergence of social media and politics raises questions about integrity and ethical responsibility in online debates. Although influencers have significant influence over their followers, their integration with political agendas raises concerns about fairness and transparency. As the digital landscape continues to evolve, it is necessary to uphold the principles of integrity and accountability in online debates, ensuring that the voices of all citizens are heard and respected.