Asian Journal of Multidisciplinary Studies Available online at www.ajms.co.
in
Volume 2, Issue 1, January 2014
ISSN: 2321-8819
Social Media and Politics in India: A Study on Twitter Usage
among Indian Political Leaders
Himanshu Rajput,
Research Scholar
School of Business & Management Studies [SBMS]
Central University of Himachal Pradesh [CUHP]
TAB Shahpur, Dharamshala, H. P.
ABSTRACT: With the proliferation of internet into masses, social media is emerging as a
potential way of communication. It provide direct channel to politicians for communicating,
connecting and engaging with public. The power of social media, especially Twitter and
Facebook has been proved by its successful application during recent US presidential elections
and Arabian countries’ revolts.
In India too, as the general election are about to knock at the door during early 2014, political
parties and leaders are trying to harness the power of social media. This paper critically examines
the recent happenings of Indian political world only on the microblogging site,. Twitter. Further it
discusses the twitter activities of Indian politicians against the politicians all over the world. For
this study, only the verified Twitter accounts were considered and the relevant figures are valid on
the date mentioned.
KEY WORDS: Followers, Indian Politics, Social media, Traditional media, Twitter.
IMPORTANCE OF SOCIAL MEDIA FOR
INTRODUCTION INDIAN POLITICS
The 2012 US Presidential election confirmed the In June 2012, India had 137 Million internet users
vital role of social media in politics. During the and it is expected to have 330 Million internet users
Republican primaries, seven of the Republican by 2016 (Nair, 2013).This rise in number of
candidates were battling it out on social media to internet users will lead an increase in digital
raise awareness and support for their respective influence on people’s opinion towards the political
political campaigns. The battle didn’t end there. entities.
During the general election campaigns, Barack
Obama and Mitt Romney executed social media According to ComScore Metrix, March 2011,
strategies to increase fan growth, engagement, and social networking sites reach 84% of the web
reach. The initial debate between the two audience in India, and take up 21% of all time
candidates created more than 10 million tweets. spent online. From March 2010 to 2011 there was
16% growth in the number of people using social
Recent revolts in Arabian countries have been networking sites in India, which is higher than the
effective through the use of the social media. In regional as well as global growth (Chaudhauri,
India, where traditionally political leaders have not 2012). 75% of internet users in India are below
been seen as technology-savvy, the recent 35(Anwar & Srinivasan, 2012). As internet is
happenings have compelled them to adopt the new- becoming more and more approachable for Indian
age media. However, initially there were some public, social media sites would become more
oppositions and doubts about its use but of late popular among the users.
social media has become integrated part of
promotion mix of all political parties, especially Moreover, Indian internet users are more likely to
major party in United Progressive Alliance (UPA); discuss the politics than many other countries. A
Indian National Congress (INC) and main Pew research study in December, 2012 established
opposition party; Bhartya Janta Party (BJP) have that nearly 45% of Indian web users connect on
been at front, meanwhile a possible third front has social media to discuss politics. Only Arab
also registered its presence on social media. Some countries scored higher than India on this account.
leaders have been using Twitter and other social
media sites for 5-7 years, while some have become Social media played an important role in Anna
active recently in view of next general elections. Hazare’s anti-corruption movement, 2011 and
Parties have set aside a budget along with hiring 2012. Social media has become an important media
the professionals for carrying out the social media for civic and political engagement.
activities.
Asian Journal of Multidisciplinary Studies, 2(1) January, 2014 63
Social Media and Politics in India: A Study on Twitter Usage among Indian Political Leaders
Social media emerged more strongly in late 2012
and early 2013 public protests against the rapes in
India. Social media has become an effective and Once skeptical about the use of social media,
efficient alternative to mainstream media. politicians are embarrassing it with quite comfort.
Even mainstream media is mining social media for The first one among Indian political leaders to
news, views and latest happenings as evident from appreciate and adapt to the social media revolution
the many Twitter controversies going popular in was Shashi Tharoor, often referred as the Twitter
mainstream media. Minister. Former UN diplomat and Minister of
State for the Ministry of external Affairs, made
The study conducted by IRIS Knowledge social media mainstream in Indian political world.
Foundation (IKF) and Internet and Mobile Initially, many Indian savants suggested him that it
Association of India (2013) found that at a very was not a suitable medium for a serious politician.
conservative estimate, the fortune of contestants Since his joining the Twitter, he had been ruling it
seeking election to the next Lok Sabha from not in terms of people following him only to lose his
less than 150 constituencies will be determined by dominance to Gujarat’s tech-savvy Chief Minister
Facebook users making them newest vote bank Mr. Narendra Modi.
with the power to shape Indian politics.
Indian National Congress (INC), major party in
Believing this study, social media is going to play a ruling coalition is deploying Tharoor as its ‘twitter-
vital role in next general elections to be held in in-chief’. He had 18,46,818 followers on Twitter,
2014. Social media would be big factor in not less as on July 27th,2013. Narendra Modi, who has been
than the 27% of total constituencies and thus would a big supporter of using the modern technological
be deciding factor for fate of politics in India. The innovations for governance related work, has been
same study estimates that by the next election, due at the front in using social media for connecting
in 2014, as many as 80 million Indians will be and interacting with public. On July 13th, 2013 he
using social media-a fact that no optician can surpassed Shashi Tharoor and became most
afford to ignore followed Indian politician on twitter. On July 27th,
2013 he had 19,63,426 followers on twitter.
Given the conditions in favor of social media
usage, Indian political entities do not have any The third spot among Indian politicians on Twitter
other choice but to adopt the social media. The goes to Prime Minister, Manmohan Singh (PMO).
message is loud and clear for communication He has got 6,80,782 followers on Twitter. Table-1
strategies for political parties and leaders-either shows the ranking of Indian political leaders and
change or die. parties in terms of followers as on July 27th, 2013.
Only the verified Twitter accounts are considered
TWITTER AND INDIAN POLITICS for the purpose and profiles with minimum 15,000
followers are taken. Among the top 24 political
Twitter is a microblogging site that allows user to accounts on twitter 14 accounts are from main
generate and read messages of up to 140 characters, opposition party; Bhartiya Janta Party(BJP) while 6
known as ‘tweets’. Globally, Twitter has more than
accounts belong to Indian National Congress
500 million users and is one of the top 10 most (INC).The newly formed Aam Aadmi Party has 2
visited sites. In social media sites Twitter is on accounts, while Jammu and Kashmir National
second spot after Facebook.
Congress (J&KNC) and All India Tranmool
In India there are more than 18 million users of Congress (AITC) have got 1 account each.
Twitter, which makes India at the 6th spot globally From the data it is very clear that BJP has got an
in terms of Twitter users. Twitter has become a
edge over other political parties on Twitter with
popular mean for celebrities, brands and companies INC at second spot. The left wing along with the
promotion. Celebrities all over the world are using so-called third front is nowhere on Twitter, a
Twitter for personal branding irrespective of the
laggard in adoption of this new-age technology.
field they belong to.
Indian politicians on Twitter as on 27th July, 2013 (Table:1)
Rank Leader Party Followers Following Tweets Followers/Tweets
Affiliation
1 Narendra Modi BJP 19,63,426 413 2,677 733.4426597
2 Shashi Tharoor INC 18,46,818 397 18,390 100.4251223
3 Dr.Manmohan INC 6,80,782 42 2,759 246.7495469
Singh (PMO)
4 Sushma Swaraj BJP 5,64,072 0 2,697 209.1479422
5 Arvind Kejriwal AAP 4,58,200 65 1,864 245.8154506
Asian Journal of Multidisciplinary Studies, 2(1) January, 2014 64
Social Media and Politics in India: A Study on Twitter Usage among Indian Political Leaders
Rank Leader Party Followers Following Tweets Followers/Tweets
Affiliation
6 Omar Abdullah J&K NC 3,17,771 90 5,862 54.20863187
7 Derek o’ Brien AITC 1,65,119 108 21,247 7.771403022
8 Varun Gandhi BJP 1,57,812 4 103 1532.15534
9 Aam Aadmi Party AAP 90,072 293 7,517 11.9824398
10 BJP BJP 86,788 0 2,028 42.79487179
11 Milind Deora INC 84,228 47 1,645 51.20243161
12 Naveen Jindal INC 81,685 58 4,439 18.40166704
13 Smiriti Z Irani BJP 67,811 119 4,665 14.53612004
14 Shivraj Singh BJP 56,072 106 770 72.82077922
Chauhan
15 Rajeev Shukla INC 46,554 13 129 360.8837209
16 Rajnath Singh BJP 44,402 1 181 245.3149171
17 Navjot Singh BJP 43,895 22 168 261.2797619
Siddhu
18 Shahnawaj Hussain BJP 37,986 80 814 46.66584767
19 Mukhtar Abbas BJP 31,731 113 624 50.85096154
Naqvi
20 Nirmala Sitharaman BJP 28,393 241 410 69.25121951
21 Poonam Mahajan BJP 24,225 31 1,514 16.0006605
22 Anurag Thakur BJP 21,832 25 1,966 11.10478128
23 Dr. Raman Singh BJP 18,288 22 213 85.85915493
24 Dr.CP Joshi INC 15,787 7 387 40.79328165
th
(Source: Respective Twitter accounts as on July 27 , 2013)
The top 24 political entities have got average are from INC, with BJP holding 2 places among
number of 2,88,906 followers each while average top 3.
number of tweets from an account is 3,461.The
Keeping in view the elections, on July 26th, 2013
average number of people these accounts follow is
BJP organized the meeting of Information
about 96.Varun Gandhi, BJP Member of
Communication Campaign Committee that would
Parliament from Pilibhit constituency is number
focus on harnessing the power of a large volunteer
one in terms of generating followers for each of his
force, leveraging technology and social media in a
tweet. For each of his tweet Varun Gandhi has got
country-wide outreach program. Adopting the new
1532 followers. Narendra Modi who is numero uno
communication technologies, more than half of
in terms of followers also holds second spot in
Council of Ministers is now online.
attracting followers with his each tweet. Narendar
Modi who is Chairman of BJP election campaign Narendra Modi, who is being projected as the
committee, attracts 733 followers with his each probable Prime Ministerial candidate from NDA is
tweet. Rajeev Shukla, Minister of State for the undisputable king on Twitter. His presumed
Parliamentary affairs and planning, Government of opponent in the race, Rahul Gandhi from UPA,
India and Secretary of All India Congress does not have account on the Twitter. Most of the
Committee comes at third place with his each tweet time the war for dominance over Twitter has been
attracting 361 followers for him.Navjot Singh between Shashi Tharoor and Narendra Modi, with
Siddhu, member of Parliament form BJP and Prime Narendra Modi emerging as the winner right now.
Minister Manmohan Singh hold 4th and 5th spot
respectively on this parameter. Among top five Table-2 shows the final fight between the two for
political leaders attracting highest numbers of the most followed political leader on the Twitter.
Tharoor, led Modi with 64,803 followers on 20th
followers per Tweet, three are from BJP while two
June, 2013 gradually to Modi on July, 3rd, 2013.
Race over the dominance on Twitter: Modi vs. Tharoor; Final Moments (Table:2)
20 June 23 June 25 June 28 June 1 July 2 July 3 July 03 July
(0000 hrs) (0000 hrs) (0000 hrs) (0000 hrs) (0000 hrs) (0000 hrs) (0430 hrs) (1300 hrs)
Narendra 17,35,870 17,71,226 17,81,333 17,96,254 18,09,494 18,14,284 18,19,280 18,20,636
Modi
Shashi 18,00,673 18,08,716 1,811,150 18,14,756 18,17,854 18,18,995 18,20,256 18,20,622
Tharoor
Difference -64803 -37490 -29817 -18502 -8360 -4711 -976 14
rd
(Source:IBTL,July 3 ,2013)
Asian Journal of Multidisciplinary Studies, 2(1) January, 2014 65
Social Media and Politics in India: A Study on Twitter Usage among Indian Political Leaders
On July 3rd, 2013, Modi over took his Twitter rival political leaders are among the 50 most followed
in terms of number of followers. The occasion was Indian celebrities on twitter; a list which is led by
celebrated by The BJP workers as a symbol of The Dalai Lama with 75,17,386 followers as on
supremacy of Modi over Tharoor. However, it is a August 21st , 2013 (table-3). Indian political leaders
noticeable fact that even Modi stands at 18th place still have to go a long way in order to top the
in terms of twitter followers among all the Indian Twitter follower list.
celebrities; while Tharoor is at 26th spot. Only two
Indian celebrities on Twitter, as on 21st August, 2013 (Table-3)
Rank Celebrity Followers
1 Dalai Lama 75,17,386
2 Amitabh Bachchan 60,25,578
3 ShahRukh Khan 47,12,104
4 Salman Khan 46,69,690
5 Aamir khan 45,03,351
6 Priyanka Chopra 44,50,013
7 Deepika Padukone 39,80,719
8 Hritik Roshan 38,91,014
9 Sachin Tendulka 35,85,306
10 Akshay Kumar 32,47,360
11 Shaihid Kapoor 28,04,037
12 AR Rahman 28,02,234
13 Sonam Kapoor 26,92,246
14 Priety Zinta 25,22,389
15 Shreya Ghoshal 24,34,933
16 Karan Johar 24,18,396
17 Mahendra Singh Dhoni 23,30,571
18 Narendra Modi 21,52,109
19 Farhan Akhtar 21,23,861
20 Vijay Mallya 21,09,069
(Source: Respective verified Twitter accounts, on 21st August,2013)
INDIAN LEADERS AND MENTIONS ON Manmohan Singh at a distant second, was
TWITTER mentioned 1,00,341 times. Third most talked about
One of the important dimensions to measure the leader was UPA Chairperson Sonia Gandhi with
influence of people/brands over Twitter is to study 70,881 mentions during the month. The notable
the mentions on this platform. Mentions represent fact is that Narendra Modi was mentioned more
what/whom people are talking about. The mentions than four times than the Prime-minster himself and
for the Indian political leaders for the month of almost seven times more than his presumed
May, 2013 are given in table-4. opponent for the post of Prime Minister; Rahul
Gandhi. It represents the huge popularity of Modi
In the month of May, Narendra Modi was the among the tweeples and this is the asset upon
leader most talked about over the twitter with which he is counting for the next general elections.
4,21,321 mentions; meanwhile Prime Minister
Political Leaders in terms of Mentions over Twitter for the month of May, 2013
Asian Journal of Multidisciplinary Studies, 2(1) January, 2014 66
Social Media and Politics in India: A Study on Twitter Usage among Indian Political Leaders
(Table-4)
Rank Leader Total Mentions
1 Narendra Modi 4,21,321
2 Manmohan Singh 1,00,341
3 Sonia Gandhi 70,881
4 Rahul Gandhi 58,642
5 LK Advani 21,827
6 Arvind Kejriwal 19,694
7 Kapil Sibal 18,567
8 Pawan Kumar Bansal 17,026
9 Aswani Kumar 13,153
10 Atal Bihari Vajpayee 11,594 (Source: Blogworks, July 9th ,
2013)
Indian Leaders on Twitter With Respect To the followed leaders in the world. Obama has more
Foreign Leaders than eight times followers than the Hugo Chavez.
Indian leaders are not known to be tech-savvy Hugo Chavez, former President of Venezuela, still
unlike their counterparts in the other countries, stands at second spot even after his death. He has
especially in the Western countries. Table No.4 got 41,88,206 followers. Abdullah Gul, President
represents the leaders from other countries along of republic of Turkey is at third spot with
with Indian leaders. Globally, Barack Obama, 35,31,114 followers. Narendra Modi, the King of
President of United States is the most followed Twitter in India is at 10th place worldwide; while
political leader with 3,45,68,424 followers. He had Shashi Tharoor is at 13th place. Country wise, US
been in the news for successfully leading his is at top with 5 of its leaders appearing in the
election campaign through social media against top15. Except US, India is the only other country
Mitt Romney, who also appears in the list of most with two leaders among top 15 leaders.
Top Most followed Political Leaders on Twitter as on 29th July, 2013
(Table: 4)
Rank Leader Country Followers Tweets Followers/tweets
1 Barack Obama US 3,45,68,424 9,602 3600.13
2 Hugo Chavez Venezuela 41,88,206 1,824 2296.17
3 Abdullah Gul Turkey 35,31,114 1,147 3078.56
4 Queen Rania Al Abdullah Jordan 28,40,099 897 3166.22
5 Arnold Schwarzenegger US 28,34,861 3,079 920.71
6 Al Gore US 26,76,111 1,042 2568.24
7 Cristina Kirchner Argentina 21,92,971 4,345 504.71
8 Juan Maual Santos Colombia 20,32,897 4,877 416.83
9 Enrique Pena Nieto Mexico 20,28,886 2,265 895.76
10 Narendra Modi India 19,86,102 2,677 741.91
11 Dimitry Medvedev Russia 19,52,977 736 2653.50
12 Dilma Rouseff Brazil 18,75,411 393 4772.04
13 Shashi Tharoor India 18,48,914 18,390 100.54
14 John McCain US 18,11,365 5,310 341.12
15 Mitt Romney US 15,46,252 1,367 1131.13
Asian Journal of Multidisciplinary Studies, 2(1) January, 2014 67
Social Media and Politics in India: A Study on Twitter Usage among Indian Political Leaders
(Source: Respective Twitter accounts as on 29th July,2013)
Comparing Narendra Modi follower base with that other influential political leaders on
of Barack Obama’ fan base, Obama has got about Twitter without verified accounts.
17 times more followers than Modi. In the case of The figures presented in study are relevant
Shashi Tharoor the ratio becomes about 1:19. As for the date mentioned and may change
India has got a big pool of voters and more and within a fraction of second. So due care
more people are adapting internet, Indian leaders should be taken to while interpreting these
has to be more active and creative to increase their figures.
follower base.
Conclusion:
TWITTER AND CONTROVERSIES As evident from the US Presidential elections and
With the proliferation of social media into masses, revolts among the Arab countries, social media is
mainstream media is also taking note of Twitter the medium of modern digitalized world. Twitter
and what politicians tweet on their account. As a along with other social media is going to play a
result of this interest, tweets of leaders have been vital role in Indian political scenario. These media
under the scanner by mainstream media and the provides politicians a way to directly communicate
persons concerned. Some of the tweets by with the public. However social media cannot be an
politicians have resulted into controversies. In 2009 alternative for traditional media such as TV,
when Indian Government was driving an austerity newspaper, radio etc. but can be used along with
campaign and asked all ministers to cut down on these channels to harness its full potential. As the
travel costs. In a tweet, Tharoor said he would internet is proliferating among the masses, no
travel in ‘cattle class, out of solidarity with all holy politician can undermine the power of social
cows!’. It was interpreted from his tweet that he media. As India is going to have general election in
was ridiculing economy class passengers by 2014, the importance of social media increases
mentioning them ‘cattle class’ or he was sarcastic many folds.
about politicians by calling them ‘holy cows’. The
matter reached to the UPA top level. Again, After some initial doubts and oppositions social
Tharoor found himself in controversy when he media has come parallel to the mainstream media.
compared the GDP figures of Kerala and Gujarat The use of Twitter in Indian political world is in
and attacked directly on Modi. The figures gestation stage and a long way is to go for
compared by him were obsolete and represented politicians. Particularly, left-wing is not active on
the time before or just after Narendra Modi had social media till now.
taken over as the CM of Gujarat. The relationship
between Tharoor and Twitter controversies does BJP and INC both are trying hard to leverage upon
not end with this controversy. Once again on 15th the social media, while newly formed AAP is also
March, 2013, Tharoor posted the figure of Kerala’s trying to lure the India’s digitalized youth. It is
growth rate for the year 2011-12, but in actual the evident from the data currently BJP and its leader
figure was for the year 2010-11.Shakeel Ahmed, has an edge over the other political parties. Among
national spokesperson of INC also found himself in leaders, Narendra Modi leads the race and along
controversy when he tweeted that Indian Shashi Tharoor appears among top 15 leaders in
Mujahedeen (an Islamic terrorist organization) was terms of twitter followers.
formed after Gujarat riots. He had to clarify that he
was referring to an NIA (National Investigation Leaders need to be careful while posting the tweets
Agency) report. on Twitter as any negative tweet may lead to
controversy that can harm their party as well as
Taking the twitter controversies seriously, political their political career. Parties need to adopt some
parties are trying to formulate and implement code code of conduct when communicating with this
of conduct for leaders, to be implemented when new age media. The importance of this requirement
communicating on Twitter and other social media. increases many folds as general elections are ready
Recently, Shashi Tharoor and Information & to knock at the door.
broadcasting Minister provided tips to INC
spokespersons about the Dos and Don’ts on the As only two Indian political entities appear in top
Twitter and other social media platforms. fifty Indian celebrities on twitter, they need to be
more active and creative on it. For the time being,
Limitations of study the war on social media has just begun for Indian
The study suffers from the following constraints: political leaders and as more and more leaders are
For the purpose of study only verified joining this we may expect social media to play an
accounts of the respective political entities important role in shaping the political picture of the
were considered. There may be some country.
Asian Journal of Multidisciplinary Studies, 2(1) January, 2014 68
Social Media and Politics in India: A Study on Twitter Usage among Indian Political Leaders
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