Kenny Jyrwa

Shillong, June 18: There is no denying that social media has become a dominant part of people’s lives. It has revolutionised the way information, messages and news gets delivered to them. With the country just getting over with the 18th Lok Sabha elections, the use of the social media platforms to reach out to the voters by political parties was once again accentuated with a regional party from Meghalaya foraying into national political arena harnessing it power and potential.

The Voice of the People Party (VPP), a regional party from Meghalaya which made its debut in the 2023 Meghalaya Assembly elections and won 4 seats, managed to win the Shillong Parliamentary seat with a massive margin by defeating Congress’ sitting MP, Vincent H Pala, who had retained the seat for three consecutive terms since 2009. VPP’s Dr. Ricky Andrew J. Syngkon polled 5,71,078 votes; winning by a margin of 3,71,910 votes.

Interestingly, much credit for this and their previous wins have been credited to their social media strategy, targeting young voters. VPP’s social media presence has been so extensive that they will post the party slogan on an obituary post or even when one watches a live stream of Meghalaya playing against Mizoram in a Santosh Trophy match.

Changing dynamics of political campaigns

This ‘digital shift’ is not only seen as evolution of political campaigns in Meghalaya but also highlights the changing dynamics of politics in the state where the youth are becoming increasingly aware of the issues around them as they struggle with multifaceted problems from finding a job to managing rising cost of living to social security.

Historically, political campaigns in the State have relied heavily on direct interaction with the electorates through public speeches, door-to-door canvassing, pocket meetings, and personal visits. These methods fostered a sense of connection between candidates and voters. However, the rise of social media platforms has expanded the battleground, enabling political parties to reach a broader audience, particularly the tech-savvy youth demographic.

VPP harnesses the power of social media

In the face of the issues concerning the State, VPP president and Nongkrem legislator, Ardent M. Basaiawmoit’s aggressive campaign – both on social media and on the field – has struck a chord with the youth of the state. He is seen as the champion of the Khasi-Jaintia “jaitbynriew” (the community).

VPP’s political strategy involves vigorous opposition to government policies, a stance that has gained significant traction online. Ardent himself garnered substantial online support following his hunger strike protest against the State Reservation Policy, last year.

Their social media strategy has resonated with the youth, who actively engage with and amplify the party’s messages. Ardent has become a focal point for social media influencers and YouTubers, who generate “clickbait” content to enhance their online presence. This has helped to significantly boost the VPP’s visibility and appeal.

There are speculations that the VPP employs social media agencies to create viral content. Regardless of the tactics used, the effectiveness of their strategy is undeniable. The VPP’s success underscores the potential of social media to sway public opinion and drive electoral success.

Social media’s growing importance to politics
The use of social media to grab attention and sway voters is not new at the national level, where the rise of Prime Minister Narendra Modi prior to the 2014 Lok Sabha elections is linked to Bharatiya Janata Party’s (BJP) smart social media strategy. Be it BJP or Congress or other national parties, big political parties are known to spend a lot of money creating YouTube shorts, snappy Instagram reels, and Facebook posts targeting people of all ages, especially prior to elections.

According to DataReportal, India was home to 462 million social media users in January 2024, equating to 32.2 percent of the total population. There were 751.5 million internet users in India at the start of 2024, with internet penetration at 52.4 percent. Political parties believe they can use the internet to reach a majority of people.

In Meghalaya alone, according to the Ministry of Communications, Department of Telecommunications data, there are over 1.86 million internet users in the state, both in rural and urban areas.

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Negative aspects of social media campaigns
Despite the unprecedented opportunities provided by social media for political engagements, the not-so-strict social media rules and the presence of unverified accounts, with anyone having the ability to create and share social media content, whether reliable or false, pose a significant challenge. Trending content in Meghalaya before every election often includes negative PR against the government. Without checking the reliability of the content, people blindly believe whatever they see on the internet.

Linking this to the VPP, their style of politics is to heavily criticize and oppose the majority of government decisions or functions. The VPP, led by its president Ardent Basaiawmoit, is never shy to hit the streets to make the government submit to its views and demands or show its displeasure. This, however, has garnered them huge fan following, with many believing it to be the right way of making their voices heard.

Social media trends to political success 
What is certain is that the VPP’s strategy has shown a way forward to other parties that social media can definitely make one win an election, with the right strategy. As social media continues to evolve, its role in shaping electoral outcomes will likely grow, making it an indispensable tool for political parties aiming to connect with a diverse and increasingly online electorate.

It is clear that political parties will need to focus on social media campaigns as much as they do on traditional field visits, leveraging the power of both modes of campaigns for a successful outcome.

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