Barack Obama and Web 2.0
Parties with better resources will now be looking for multiple platform strategists and experts to fight the impending electoral battles in India, thanks to the precedent Obama set,
says B.P. SANJAY
Barack Obama’s election as the 44th president of the US is a natural grist for the world media and for the Indian media as well. The love-hate psyche that is diffused across the public spectrum invokes many familiar images of the country ranging from text book versions of democracy, cold war wrangles, a skewed democratising agenda and its summit position in geo-political policies and programmes.
Therefore, US content dominating the media is not always a variant of the content distribution economics of news agencies and syndicate services. The US election and the stakes thereof are differently but definitely felt by people across the globe. For India, apart from political pundits’ apprehension of the implications of our cosiness to the Bush administration, the impact on the aspirations of thousands of Indians wanting to go there and seek better pastures are some frames for media content. The rise of Barack Obama to the White House transcending centuries of race prejudice has sparked debates about similar possibilities in Indian polity. Such analysis is more patronising to the US system as many forget that at least in South India, the social justice and self respect movements have ensured a firm position for the historically marginalised in our polity, as well as high office. In a way it is also uncharitable to Obama who as many observers rightly feel never used his race as an emotional or vote garnering means. A lesson or two for our highly fractured and divisive polity.
The election news coverage on television had its own element of fatigue. What it also displayed was a certain triumph of technology in enhancing the scope of coverage. The sarcasm, wit and at times cussed portrayal of Sarah Palin in weekend shows such as Saturday Night Live did engage our attention. The response of Indian print media post election was more than significant. The Hindu, for example, apart from news, devoted more than 8000 words for its opinion through its editorial and the columns of Sainath and Nirmala Laxman. Deccan Chronicle and Times of India had variations of such coverage. The newspapers continue their extensive coverage through post mortem, transitional arrangements and snippets of the highs and lows of the election process.
The election was also indicative of newer communication strategies and options for political communication. The Radio and Roosevelt syndrome and Kennedy and Television syndrome is part of communication lore. Obama’s citizen-based election fund raising campaigns, the drive for new voters and his significant presence on and the use of web is likely to engage communication scholars for a while. Described as Web 2.0 approach (http://webtrends.about.com/od/web20/a/obama-web.htm) it is the process of putting us into the web. Differences in definitions and conceptual frameworks apart, Web 2.0 as an analyst points out, "marks a fundamental change in how we use the Internet."
The various aspects of Internet and its social, collaborative, interactive and responsive features were put to complete use. "From social networking to his blog to his Fight the Smears campaign, Obama has made his Web 2.0 presence known. He has over 1.5 million friends on MySpace and Facebook, and he currently has over 45,000 followers on Twitter. This personal activity in social networks allows him to quickly get the word out across multiple platforms."
The expansion of internet access in India and significant teledensity may enhance similar options for the Indian political parties gearing up for election. Not that this potential is not known. We may recall the ominous use of sms in communal conflicts. What is crucial in our context is apart from multiple platforms we also need to take into account the diverse terrain one needs to traverse. Competing and conflicting messages in multiple platforms reinforce existing and latent values and prejudices that political parties invariably exploit. It may take a long time for cognitive filters to strike a balance. Parties with better resources will now be looking for multiple platform strategists and experts to fight the impending electoral battles in India.
bpssn@uohyd.ernet.in
