Digital Campaign
Early in the morning, at dawn, just before sunrise, the sky seems just chaotic. We see that it is as confused as a 12th grade student. But as minutes pass, we get some clarity and then only to realize that it were we who were confused all this while and not the sky, which was clear on its moves and colors right from the beginning. The beautiful sunrise is the answer for all the doubts, to an extent where we lose the question itself in the awe of sunrise.
The political landscape today draws a lot of similarities to the above imagery. We find that the per person data consumption today had gone up 3 fold and is still expected to rise. Data availability to the common public is also increasing. Reliance Jio comes out of the blue and storms the headlines. In just two years, they sign the biggest deals in the country. On top of all this, the political parties too favor the digital platform to be the right way to expand their coverage. Also, every major political party is also plunging into this virtual world, with different portals and their own accounts to connect to the public easily. Sound chaotic isn’t it. Well, there can be order from this chaos.
The per person data consumption in early 2016 was less than 1GB. After September 2016, when Reliance Jio became publically available, the records have increased. The per person monthly data consumption has increased to 1.8GB in 2017. Later in 2018, this figure has gone up by leaps, touching 4GB per person every month. The data usage pattern can be divided as per –Jio phase and the post –Jio phase. We can effectively see that the post Jio phase is indeed a revolution in the mobile phone data consumption segment. They have changed the grammar of mobile and data usage. With even tier 2 and tier 3 cities getting great access to internet due to mobile phone penetration, it has effectively displaced Television as a mode of entertainment.
This near monopoly by Jio is not possible without the favoritism it receives from the ruling government. Recently, a spectrum deal between Reliance Jio and Reliance communications is in midway. The proposed deal marks the sale of 122.4 MHz of airwaves and 43000 towers from Anil Ambani owned Reliance communications to the Mukesh Ambani owned Reliance Jio. If this is executed, then it will make Jio stronger in the telecom market and a greater access to the airwaves.
This deal not only benefits the multi- product conglomerate but also the political party which supports and receives funds from them. Its quiet common that political parties are actively conducting their political campaigns in social media sites such as whatsapp, facebook, twitter and instagram. They have found this medium to be cost effective and access to a larger population in such a diverse demography such as ours. Especially the new generation of voters, who are still in the process of their political socialization are the biggest market for the political parties. As it’s the youngsters and working youth who are mainly active in the internet.
So increasing data access and availability means increased data consumption by the public. The more data is used; better a platform for the political parties to run their campaign in the digital platform. If a particular network is the most used, then the political party funded by that company can get better advertisements and access to people. If data usage is increasing and Jio too is growing stronger by market force every day, then it means there is a greater playing ground for BJP in the coming general elections. There is a mutual benefit as the business increases for Reliance and the political campaign for BJP too is done.
Another advantage when the people are busy engaged in their mobile phones, the less are the aware about the frauds and corruptions around them. So, the data and phones act as a great distraction. Thus, in both ways, it’s the politicians who benefit by exposing to their political agenda in a cheaper way and also keeping us away from the reality of their frauds and misdeeds.
It’s the common man who is caught between the devil and the deep blue sea. The wisest decision would be to drown the devil in the deep blue sea by using some wit and luring the devil to the sea.