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Social Media War Swings Away
Moneylife Digital Team 03 October 2017
Economy & Nation
The Bharatiya Janata Party’s (BJP’s) skilful use of social media had stunned the nation in 2014 and won it a thumping electoral victory. But three years down the line, things are changing. The Congress seems to be getting the hang of social media influence. Not a day passes without WhatsApp messages or videos exposing the government’s double talk on social and economic issues. And nothing is as effective as neatly edited clips of what the prime minister and BJP’s articulate spokespersons said pre-2014 versus their stubborn about-turn today. Add to it some hilarious stand-up comedy and the perception battle is rapidly shifting away from the ruling party. 
 
Those upset with the BJP are not merely “left loonies, anti-nationals, paid media or Luyten’s Media”, as BJP troll armies would charge. On the contrary, its once-ardent supporters are also feeling rudderless. They supported demonetisation, but find the gains claimed are an illusion; Aadhaar linkage is imposing huge costs; absence of public grievance redress; hike in petrol prices; higher GST on utilities and even self-service like housing societies; gouging bank customers’ account with unnecessary charges; lower bank interest and starting expensive new projects without fixing crumbling infrastructure (a bullet train, when derailments and safety issues have increased) are beginning to rankle seriously. 
 
Who would have thought that people would actually lap up a video by Jitendra Awhad, leader of the Nationalist Congress Party (NCP), lampooning the government? In 2014, NCP was a byword for corruption; now the BJP government is cosying up to it. Unfortunately, for the Congress, while its social media is working beautifully, it cannot seem to fix its leadership and organisational issues. It also cannot dispel the perception that the Congress will always put the Gandhi family ahead of national interest. 
 
Comments
davesantosh13
9 years ago
Though appreciate contrararian views but judging action in short span of time shows impatience. Further could not understand as why everyone is criticizing Abad Mumbai bullet train. So much of improvement in Railways is required and this is just a baby step towards it...can it be justified if it was started from Delhi to Mumbai! Cannot it be extended to Delhi once till Ahmedabad it becomes successful? Anyone criticizing it should look at the passenger traffic between these two cities and Japan is not fool to sanction between these two cities. Author is skeptical on Swamy's view on interest rates still taking mileage to prove her point! Unfortunately we have media today either is too negative or too positive, carrying personal biases. Contrararian unfortunately have no solutions to problems.
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