As Kashmir moves towards the second of the 3-phase ‘historic’ elections, social media has emerged as a crucial tool for politicians to connect with their constituents, bypass traditional media, and shape public discourse, Babra Wani reports
Within hours of being released on bail from Tihar Jail, Engineer Rasheed, a contentious politician and MP, took to Facebook Live to address people directly, garnering an audience of 25 lakh views. Since the internet gave mankind the ‘virtual world’, this speech will be part of Kashmir’s history.
Since then, his page has grown and now boasts more than 300,000 followers. Almost every video his team posts surpasses 100,000 views, in certain cases, the minute-long reels get viral. Over the weeks, it has been his page, the virtual campaign page, that decides the real campaign on the ground. This ability to connect has contributed to his widespread online presence.
The Virtual Politics
The elections of 2024 technically mark the first electoral exercise in which the real activity is subservient to the virtual campaign.
A seismic shift is underway in the political landscape, driven by the emergence of a new generation of leaders harnessing social media’s power to shape public discourse. This phenomenon, which began during the Lok Sabha elections, is gaining momentum in the assembly elections.
The strategic use of digital channels enables politicians to connect directly with their constituents, bypass traditional media, and craft their narratives. PDP’s Waheed Para of JKPDP, JKNC’s Agha Ruhullah Mehdi, Omar Abdullah, Mehbooba Mufti, and Iltija Mufti have taken to social media platforms, particularly the micro-blogging site X (formerly Twitter), to express their positions on key issues. More than their traditional statement released by their spokespersons, it is their tweet that makes the news and makes it fast.
This has enabled them to engage with the public in real time, respond to concerns, and build a community around their ideology. This digital presence amplifies their reach and provides a platform for instant feedback and interaction.
The Digital Footprint
The online presence of prominent political leaders in the region is noteworthy. Omar Abdullah boasts an impressive 3.1 million followers on X, slightly more than half of the Kashmir electorate. Ruhullah Mehdi, Mehbooba Mufti, Waheed Para and Iltija Mufti have also built significant online followings.
This transformation has significantly impacted the news-gathering process, streamlining it to cater to the demands of the digital age. Besides, it has democratised access to information, particularly for the youth. Today, political discourse unfolds on the screens of smartphones and laptops, where tweets have become as potent as speeches in shaping public opinion.
Social Media in Politics
Social media has emerged as a vital tool for parties to connect with their constituents. It was used brilliantly by the BJP at the national level by having a huge IT cell with tens of thousands of ‘volunteers’. They would defend the narrative of the party and ensure the criticism gets buried in trolling.
It was only this election that the Congress picked the threads and created its IT cell. In Jammu and Kashmir Peoples Conference took the lead and is now being followed by PDP and JKNC.
These teams facilitate interactions in the physical and virtual worlds, leveraging travel, speeches, data, and personalised correspondence to shape public perspectives and showcase achievements with remarkable speed.
Candidates across party lines have recognised social media potential, utilising platforms to disseminate slogans and messages directly to their audience, bypassing traditional media gatekeepers. This direct engagement is made possible through simple actions – a few taps and swipes on a smartphone or camcorder, facilitated by robust connectivity.
To maintain relevance, parties strategically employ hashtags and create engaging content, often set to trending songs or sounds. This approach enables them to tap into the cultural zeitgeist, amplifying their reach and impact.
The evolution of traditional campaign techniques has led to a significant shift in how political figures connect with their audience. Live-streamed rallies, hashtag campaigns, and online town halls have become essential tools for garnering support. Notably, the number of political hashtags in the region has increased steadily during the election season.
Local political parties have also leveraged WhatsApp groups to streamline campaign operations, disseminate information, and address voter concerns.
The diversity of social media platforms necessitates tailored content. For instance, tweets often generate buzz on X, while Facebook’s strength lies in live streaming. Political parties and independent candidates utilise Facebook to broadcast rallies, speeches, and campaigns in real time. Conversely, Instagram’s focus on concise content leads politicians to extract short videos, or “reels,” from longer-form content and share them with their audience.
The Meme Game
Social media is abuzz with viral memes that have become an integral part of Kashmir’s current political landscape. Engineer Rashid’s live interactions with his audience yielded several clips that spread rapidly online, largely due to their comedic undertones.
Iltija Mufti’s recent campaign experience also took the internet by storm. A video clip showing her question backfiring during an interaction with the public instantly went viral, prompting a flurry of memes and reels.
Mohammad Shafi, known more as Babbar Sher, also found himself at the centre of a viral sensation. A cunning comic character who tried the fill the gap in the political vacuum was a hit for almost two years with Fayaz Scorpio, an unwell deputy sarpanch from north Kashmir. They made “politics” an entertainment and the systems were happy. During one of his Facebook live broadcasts, a user’s innocuous comment, Great Job Sir, sparked an unexpected reaction. Shafi misinterpreted the remark and responded, “What government job are you talking about?” The clip quickly spread, leaving many in stitches.
This is not the first time politicians have become meme fodder. Figures like Falak Jan, Fayaz Scorpio, Babbar Sher, and Aabid Rabbad have been subjected to numerous memes and roast videos, often due to their political views, affiliations, or comic opinions. This is helping them brand themselves and some of them endorse commercial brands.
The Strong PR Game
In today’s political landscape, public relations play a pivotal role in shaping the narrative. “The political parties these days have a very strong public relations game,” notes a journalist who manages an online newspaper website. “I sometimes skip some of the press releases and videos that these political parties and candidates send to us.”
To maintain a strong public image, many independent candidates are leveraging social media. They conduct live interviews to garner attention and support from the public. A Facebook page operator, speaking on condition of anonymity, observes, “The traditional way of campaigning or leading political activities has changed drastically. Now there are online posters and pamphlets shared in WhatsApp groups, and through those groups, they maintain their relations with the public.”
The significance of this shift is evident in the recent Assembly Elections, the first to take place in Jammu and Kashmir in a decade. Held on September 18, the elections saw a notable 59 per cent turnout, marking a successful start to the union territory’s first assembly election since the abrogation of Article 370 in 2019. The incident-free voting process was a welcome outcome.