Technology+in+2014+Indian+Elections

Divya Johnson LAC 1000 C  Impact of Technology on 2014 Indian Elections India consists of the third largest number of internet users with the majority being the youth. Due to this reason itself, it only makes sense that a large portion of the politics should take place on the internet, or using technology. India’s 16th election has been greatly influenced by technology. Technology has been connecting voters via social media and big data play. Big data play is the use of data analytics to digest large amounts of data to provide voters with user friendly maps of the state elections. Data analysis has also help with raising funds, put forward advertisements, create models for voter engagement in the swing states and minority states and also target the minority voters. All this has led to a data driven election campaign. Customized digital tools have helped various politicians generate publicity and connect with voters. According to Arvind Gupta, the BJPs master strategist technology has allowed Modi to connect with 3.67 million people via twitter, 68 million views have been reached on Google plus and they have been able to reach out to 12 million people via Facebook. Modi’s unique technological events have allowed him to connect with people in remote areas. He is now known as one of the most tech savvy politicians. Narendra Modi has taken advantage of technology by broadcasting his speech live across 100 locations in 15 states using 3D holographic technology. The 3D holographic technology was done by using special cameras that offer viewers a live viewing experience.

Even though the internet plays a huge role in the election, the government estimates that only 7 percent of the population actually has access to the internet, but 70 percent of the population owns a cell phone. According to recent census more than half of the Indian population owns cell phones, and Arvind Gupta has taken advantage of this. Mobile phone users are targeted by providing voters with the opportunity to listen to Modi’s speeches in real time on their phones. Cell phones have lots have applications that also bring politicians a step closer to the potential voters. Supporters of a specific party are told to give a miss call to the party’s number, so that they may receive related updates and those numbers are then registered as potential supporters. This allows the parties to keep track of potential voters. The application Whatsapp has also been used for campaign organization. Whatsapp has allowed campaign workers to stay in contact using group messaging and to organize necessary meetings.

Data mining in real time has allowed politicians to understand voter sentiments, emotions and concerns from various states. After collecting these information the politicians gather donations, volunteers use resources to reach out to a targeted population. Data analytics monitors the reactions people have toward politics and policies and how their response to crisis.

Technology is not only used for winning over votes but it is also being used in the voting booths. This year 1.7 million voting machines will be used over 930,000 voting booths. These electrical voting machines, consists of the name of the individual running as well as the party symbol. This visual representation makes it easier for those who are illiterate to vote. Social media on its own has become a huge part of these elections. Political parties are trying to persuade voters via social media. Politicians have been taking part in Google plus hangout sessions and even Facebook generated televised interviews. According to the Internet and Mobile Association of India (IAMAI), “ Facebook users will “wield a tremendous influence” over the results of the polls in 160 of the 543 constituencies”. This 2014 election has also been called India’s first social media election. Analyzing the social media outlets have allowed politicians to understand what the major concerns are during the elections. Majority of the content on the internet is in regards to corruption in politics, and development of the country. Facebook has even modified the user experience for Indian users. Users above the age of 18 will now have an option of changing their status to “I’m a voter” after they have voted. These users will also see a message in their newsfeed reminding them about the elections and voting. Social media platforms have also given voters a unique opportunity to assess the different sides and openly discuss any issues that may be present. A majority of the first time voters have a strong presence on social networking sites and it is important to reach out to this group in order to broaden their understanding. Various campaigns have also been put out on Facebook encouraging the youth vote.

Tata consultancy services (TCS), the country’s largest software services has joined with twitter to launch iElect application. This app helps the users to better understand and keep track of the Lok Sabha polls. The users are able to analyze and view social conversations taking place around the world in regards to the elections. This app combines social media, big data, analytics and mobility to convert complex conversations into visual data.

Politicians have started to understand the importance of having an online presence and as leaders how crucial it is to reach out to the social media population. The use of proper technology and a combination of internet, cell phones and radio changes the way politics runs. No serious politician can avoid social media or an online presence. A politician’s presence on the internet and social media can determine the outcome of the election.

References Choudhary, Shubhranshu. "Tech Is Shining a Light in India's Darkest Places." //Theguardian.com//. Guardian News and Media, 26 Mar. 2014. Web. 19 Apr. 2014.

Crabtree, James. "India Election: Four More Intriguing Uses of Social Media." //Beyondbrics//. N.p., n.d. Web. 19 Apr. 2014.

"Facebook Launches 'I'm a Voter' Feature for Indian Users." //NDTV.com//. N.p., n.d. Web. 19 Apr. 2014.

"India Election: The Counting Machine." //BBC News//. N.p., n.d. Web. 19 Apr. 2014. Jetley, Neerja Pawha. "How Big Data Has Changed India Elections." //CNBC.com//. N.p., n.d. Web. 20 Apr. 2014.

<span style="font-family: 'Times New Roman','serif'; font-size: 16px;">Taylor, Adam. "What 100 Days of Social Media Can Tell Us about India’s Election." //Washington Post//. The Washington Post, 16 Apr. 2014. Web. 19 Apr. 2014.