In India, the Internet is still politically incorrect

Obama may have pioneered the use of the Web as a political tool, but in India, riding the information highway is proving a tad difficult for politicos

When Barack Obama looked at the Internet, he saw more than just a colossal information vault…he saw a highway that led into millions of homes in the US, and even more across the globe. He saw an opportunity to not only spread his message of change, but to interact with voters on an unprecedented scale. He made the Internet, politically correct.

Here in India, however, with Internet penetration still rather low, rallies are still pedestals of choice when it comes to spreading a party's political agenda. But this could all be changing, thanks to a new breed of tech-savvy young politicians who are grabbing the Internet with both hands, and moulding it to suit their needs. They too, however, realise that a digital political world, akin to Obama's Nation is still some time away.

"Politician's websites do contribute in reaching out to a few, but it is important to remember that it's the will that matters, more than the medium," says Milind Deora, MP, South Mumbai.

City-based politicians agree that the Web is the medium of the future, but physical outreach programmes, that entail the politician going out into society and working closely with NGOs and educational institutions are still quintessential.

"I go to many colleges in the city and interact with students. But the communication style and body language is vital; if you preach, then nobody is willing to listen," says Shaina NC. The main aim of these visits, she says, is to entice the youth to register themselves on the electoral list. "I don't ask them to vote for my party, but my focus is to just motivate them to register."

If it seems that the older generations of politicians aren't as web-savvy as their Western counterparts, there's a reason for it.

Though the senior politicians might not have explored the new medium, they have their own reasons for it.

As actor-turned-BJP politician, Shatrugan Sinha, says, "The reach of Internet and technological advances cannot be denied, but at the same time it also lacks that personal touch." The lack of Internet penetration is also cited by NCP leader, Chhagan Bhujbal, as a reason he's not betting the bank on technology. "The Internet in India is yet to reach its peak. Only 25 per cent of the youth use this medium," he says.

Minister of State for Civil Aviation, Praful Patel, believes that in order for the Web to be used fruitfully, content has to not only be interesting, but it must be updated regularly as well.

But when one sees the number or young politicians with their own websites (http://www.sachinpilot.com/; http://www.milinddeora.com; http://www.priyadutt.com/) there may be a silver lining to the analog cloud for the socially-networked youth. If penetration can be overcome then the next answer from a politician could very well be: "Just check my Facebook profile, and my blog…it's all there."