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Narendra Modi's 2014 social media blitz now Mumbai University curriculum

The stand-off between the varsity and the law enforcing agencies had forced then Police Commissioner (now a BJP parliamentarian) Satyapal Singh to invoke stringent Section 144 (2) of of the Code of Criminal Procedure for police to take complete charge of the university land, thereby enabling a smooth landing for Modi ahead of his Mumbai rally.

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The Mumbai University, whose Vice-Chancellor Rajan Welukar on December 23, 2013, refused to grant permission for BJP's prime ministerial candidate Narendra Modi's copter to land on the varsity's Kalina campus ground, has now introduced his success story on effective use of social media platform in the run-up to LS elections as part of its curriculum.

The stand-off between the varsity and the law enforcing agencies had forced then Police Commissioner (now a BJP parliamentarian) Satyapal Singh to invoke stringent Section 144 (2) of of the Code of Criminal Procedure for police to take complete charge of the university land, thereby enabling a smooth landing for Modi ahead of his Mumbai rally.

The varsity, under the aegis of same V-C, now feels that Modi's success with social media must be taught to students, and has revised the curriculum for BA-Sociology (1st year) accordingly. "Impact of social media platforms like Facebook and Twitter in political dimensions and elections" is among the major inclusions this year.

The chapter would also cover economical and social dimensions of social media which is rising exponentially, connecting millions from across the world. The revised curriculum would be implemented in 2015-16 academic year.

The large topic, added for the first time in the curriculum of Mumbai University, will also analyse a few significant case studies, including the election campaign of Modi. Cyber crime and women and child trafficking are other additions.

Prahlad Jogdand, head of Sociology department, confirmed the development. "The social media is the new platform which is redefining the Indian political scenario in a big way. Facebook and Twitter are driving the poll campaigns these days. Since India is predominantly a young country, it is important that our students learn about various aspects of social media platforms."

He added, "Since Modi's success in 2014 general elections was largely attributed to his effective and aggressive social media campaigns, curriculum would cover this as a case study."

Modi's social media campaign rewrote the rules of the game and captured popular imagination. With 300 million internet users in the country, Modi and the BJP had a clear strategy behind the creation of Brand Modi.

The campaign, boosted by big advertising agencies and brand gurus transformed Modi from a controversial regional, right-wing politician to a decisive leader with a clear development agenda. It also tapped into social media platforms such as Facebook, YouTube and Twitter. "Catchy words like NaMo and slogans Abki Baar Modi Sarkar reached to crores of voters through an army of social media workers," said a Mumbai University professor.

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