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Cited by 80Social Media and PoliticsMedia Studies and CommunicationMedia and Digital Communication

Banalities Turned Viral: Narendra Modi and the Political Tweet

Pal, Joyojeet·2015·Television & New Media
DOI 10.1177/1527476415573956
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Abstract

Narendra Modi’s social media presence is among the most extensive for any politician in the world, including on Twitter where he currently stands second in following only to Barack Obama. With a mix of “feel good” messages, shout-outs to other celebrities, and well-timed ritualized responses, as well as a careful strategy of “followbacks” for a small selection of his most active followers, Modi has been able to grow his following dramatically especially since 2013. Twitter helps Modi directly reach a significant constituency of listeners, and use it as a channel to talk to the main stream media. In addition, the very appearance of his using social media effectively is in itself valuable in reshaping his public image as a technology-savvy leader, aligned with the aspirations of a new Indian modernity.

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Crossref · 10.1177/1527476415573956

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5 of 5 references verified0 citation errors · 0 not checkable

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  • Researchers have pointed to technology's aspirational role in India, signifying modernity and progress via technocracy.

    “Researchers have pointed to the aspirational role played by technology in India, signifying symbolic meanings of modernity and progress via technocracy [149,150,176].”

    From Re-imagining Algorithmic Fairness in India and Beyond (2021) · cites this paper as [149]

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Authors
Pal, J.
Affiliations
University of Michigan (US)
Corresponding author
Pal, Joyojeet
ORCID
Pal, Joyojeet
Venue
Television & New Media
Publisher
SAGE Publications
Published
2015-03-16
Volume
16
Issue
4
Pages
378-387
ISSN
  • 1527-4764 (ISSN-L)
  • 1552-8316
DOI
10.1177/1527476415573956
OpenAlex
W2104624873
Cited by
80
References
5
Citations by year
2026: 16 · 2025: 1 · 2024: 4 · 2023: 7 · 2022: 4 · 2021: 9 · 2020: 19 · 2019: 6 · 2018: 6 · 2017: 3 · 2016: 4 · 2015: 1
FWCI
14.94
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Television & New Media (publishedVersion)
Topics
  • Social Sciences › Communication › Social Media and Politics
  • Social Sciences › Communication › Media Studies and Communication
  • Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
Keywords
Narendra Modi, Twitter, political communication, viral content, celebrity politics, public image, Indian modernity, mainstream media

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