Monday, October 28, 2013

Narendra Modi 3D Politician

                             New Political Tools: Internet President Vs 3D CM
Social media made Obama president in 2008. It was an innovation how to use social media in an election. Modi used 3D technology in campaign for the first time worldwide. This helped him to win third time in a series in a very odd situation. Modi set a precedent before the world like Obama. Obama success made social media a new tool of politicians.  Modi’s innovation made 3D technology an additional campaign tool for political actors.
Growing awareness and melting boundaries make it difficult for the public managers, leaders and actors to connect, engage, and communicate with the voters and public to the level of satisfaction that they desire. For the politicians, voters are all-in-all who decide their fate on ‘election day’ and provide them the mandate to represent them at all forums. In this light, a voter plays the role of king maker (it’s like Bhagya Vidhata in Indian context).
   Two aspects are very important to be a successful politician. First, how a political leader/ manager can be in constant and effective touch with voters and public by using social media in addition to all existing tools. And second, how to provide free, fast, effective and satisfactory services to them.
UN data says that USA was fouth after Sweden, Denmark and Norway in the
2008 e-Government Readiness Index. The US president Obama did something unique by using social media tools, so, he is known as new-media president.
It is not his nimble use of Facebook and Twitter that makes him so. The fact is that he is the first president who has grasped the possibilities of today’s high-velocity, high-density, highly variegated media landscape. He was very successful with this tool and it is now a model for other campaigns. His management skills and campaign methods are model for the politicians around the world.
After election, President Obama is using this well-tested tool-social media- for running his government, and here too he is successful like his election. Social media as a new tool in India is required because growing awareness among masses has increased many folds which have increased public demands and expectations from politicians.
Furthermore, the Indian election process is time-bound. In a limited time frame, a political actor has to manage all the activities to the satisfaction level of the public, government, election commission of India (ECI), and other stakeholders. This is a tough task to accomplish and manage now. The real story begins after the election, how to run the government successfully to satisfy the public.
In 2004, the incumbent BJP launched aggressive nation-wide India Shining Campaign. First time it allocated 5% of campaign budget for e-campaign. Though BJP’s new approach didn’t fetch victory, but they took the lead in this new experiment. This set a new trend in Indian politics and resulted in allocation of 5-10% of election budget for e-campaign in later elections.
In 2009 election, both Congress and BJP targeted urban youth. While congress focused on youthful appeal of Rahul Gandhi, BJP adopted 360 campaigns inspired by the Barack Obama campaign.  Journalists, citizens, opinion makers and NGOs are using facebook and other social media sites.
USA denied visa to Modi. He relied on a live satellite telecast to address the Gujarati community in America on “Gujarat Day,” Aug. 31, since 2005. In October 2012, on a Sunday, using holographic technology and satellite link-ups, a three-dimensional image of          Mr. Modi addressed tens of thousands of people at four public rallies in Ahmedabad, Baroda, Rajkot and Surat, from a studio in the state capital of Gandhinagar. Mr. Modi is believed to be the first Indian politician to use 3D technology during an election campaign.
Virtual Modi comes to Gujarat thanks to Musion, a British company, which has given the Indian filmmaker Mani Shankar and his company, Nchant 3D, a license to use its technology in nine South Asian countries. Details of Nchant’s agreement with Mr. Modi are “confidential,” Mr. Shankar said in an interview, but he added that he was the chief designer of Sunday’s show.
“It was a first of its kind in the world, as never before have four simultaneous holographic shows been done using satellite broadcast,” he said. “To the best of my knowledge, not even a single holographic show has been done so far using satellite.”
The technology doesn’t come cheap. , BJP spokesperson told Chief Minister planned to spend about 50 million rupees (about $1 million) on 3D campaign addresses. The cost will be borne by the party, and not the state. The Congress Party has lodged complaints with the Election Commission, asking for an investigation into the costs and who is paying for the technology.
Mr. Shankar further said celebrities like Madonna, Mariah Carey, Lady Gaga, Richard Branson, Al Gore, David Beckham, Prince Charles and King Abdullah of Saudi Arabia have used 3D technology before to reach large audiences in multiple locations. But Mr. Modi’s adoption may herald a new era of 3D use in India. Narendra Modi can’t go and address rallies at all the 182 constituencies. But with the help of the 3D holographic technology he could reach many places and meet thousands of people.
Modi and Obama share similarities in style of functioning and managing the political affair. Both experimented new tools in campaign. Others are: One, both are well read, experienced and knowledgeable politicians. Two, both are ICT savvy and using it in good governance. Three, both follow personality politics. Four, in opposition Obama had Hillary while Modi have Advani and others. Five, both are authoritative and decisive personality and famous orators for their effective speeches. Seven, both are self-made and like changes.
Senator Obama elected pesident in 2008.  He never served as governor like CM in India. His open government initiative with internet use gave his second chance in a very tough situation. A comparison shows Modi is better placed than Obama as he is third timer CM.
He is only 3D politicians worldwide. Rest are 2D- even Obama. This gives him a lead over others. Public opinion is growing in his favor gradually. Public see in him next Atal Bajpai of BJP. By IT innovations, he is trying to woo friends and foe alike for next PM ship. He is applying all concepts of social and political marketing with ICT tools.

Heera Lal(Views are personal and based on different sources)

1. Jennifer Senior (2009) The Message Is the Message,
18. Department of Economic and Social Affairs, Division for Public Administration and Development Management, United Nations, e-Government Survey 2008

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