It is election season and, therefore, it must be the time for rhetoric, more rhetoric and even more rhetoric. Each party and its supporters are trying to pitch themselves to us, the voters, and each trying to get us to vote for them. While political leaders and party workers are traversing the length and breadth of India, trying to woo the masses in the blistering heat, their more privileged keyboard warriors are using their fingers to good effect, drumming up support on social media. And, it is social media, especially Twitter, with its concentration of journalists, editors, film stars, politicians, would-be politicians, policy makers, industrialists, media magnates, bankrupt tycoons, cricketers and the rest, that makes for the most entertainment.Because there is nothing as funny as serious, sanctimonious rhetoric in 140 characters, especially when you sneak some time to yourself to look at the phone on a tough working day. It is the sheer chutzpah in the pronouncements, the dauntless confidence with which people mouth inanities, the gumption with which inaccuracies and factual errors are put forward as 'truth' and the sheer pizzazz of the entire thing that makes you wonder if Twitter has taken its place in the sun as the provider of multiple streams of live commentary for what promises to be the greatest show on earth — the Indian elections. If only one could charge entertainment tax on the proceedings, the current account deficit would probably be wiped out.
So what are they fighting for? Politicians and political parties are fighting for power. They — especially the BJP and Congress — would prefer absolute power — 272 seats all to themselves, without their allies spoiling their party.Will they get it is anyone's guess, but that doesn't prevent them from projecting the confidence of being able to make that figure. But, to keep their options open, you do occasionally hear murmurs of a 'larger NDA' or "UPA III".
While it is easy to figure what the politicians want, the role of their supporters on social media is slightly more complex. Their aim seems to be less about converting neutrals or voters who have not made up their mind into votes, and more on keeping the faithful gathered and motivated in the days leading up to the elections. It is a vital role that they play — the social media warriors — in terms of fact-checking, repudiating, muddying the waters, creating a 'what if' scenario in the mind of the public. While BJP supporters had the lead in the utilisation of social media for rallying and attacking, more recently the Congress and the AAP have joined in. As a result social media, in general, and Twitter, in particular, have become a battleground of ideas, allegations, innuendos and camaraderie. In my mind, the role of the partisans on social media is interesting because of the space that they occupy between the media and the party.They take corridor-level gossip from the party and drawing room chatter and blast them into a somewhat public space dominated by the traditional media, and when traditional media picks up this gossip, it gets carried back into social media for further conversations. Recently in a media conference, a point was made about mainstream media watching its audience (us), monitoring them via social media posts on shows and news, and using this instant feedback and chatter to fine tune content offerings But, a far more interesting phenomenon that we are observing in these elections is that a part of this audience, realising that it is being watched, are indulging in a sort of behaviour that feeds content to the media only to promote the former's agenda. For a media professional, it's a fairly fascinating phenomenon.
The other thing very clear in these elections is this: The mask of media neutrality has finally fallen off and is being left for dead. Journalists do not even pretend to have a lack of bias. When leading anchors don the political mantle, and prominent journalists push the agendas of political parties without joining them, then you cannot help but wonder, how much of the content that they put out is biased and how long ago did this begin? This is not about voting preferences. You can still vote for who you believe in and try and be balanced in content. It is about pushing political agendas in the name of journalism. In an ideal world the bias should impact ratings. But, as recent studies in the United States show, it is the ratings of those seemingly unbiased platforms that are falling when compared to those who take partisan views. Research also reveals that audiences are more and more looking for views that dovetail with their own. They don't want the bland neutrality of Doordarshan. They much prefer the fire and brimstone of the evening news anchor who demands answers on behalf of the nation.
Way back in 1964, Barry Goldwater, the American Republican Party candidate for President, in a speech declared: "I would remind you that extremism in the defense of liberty is no vice! And let me remind you also that moderation in the pursuit of justice is no virtue!". It seems that our media — mainstream and social — have taken this speech to heart. Except that liberty and justice are no longer absolutes but relative to whom they support.For example, outrage on suggested curbs of freedom of speech is not universal but defended by party supporters and opposed by detractors.We are in for fun ride where truth is falsity, and falsity is truth. So who do we, the people, trust? The answer, surprisingly, is each other. According to a recent Zee Media Taleem Poll on the state of the nation, while 54% said that they relied on electronic media for their views and opinions, 30% still rely on friends and peer groups for 'truth'. In a world where truth becomes an elusive commodity, it is little surprise that we are getting back to a more traditional way of making up our mind: our own personal social networks.
The author is Head, Digital content, Zee Media Corporation @calamur