Finally, we witnessed a massive saffron surge rewritingIndian political history with NDA government becoming the only non-Congressgovernment to return to power in the country. It was beyond expectations ofeven some top political analysts when NDA crossed 350 seats, out of 542 LokSabha seats. BJP’s share of 303 seats itself speaks the power with which itunexpectedly swept the opposition in the elections.
There would be no argument to contest that the architect ofthis mass movement in favour of the NDA is none other than Narendra Modi whoplayed a sheet anchor’s role to keep mobilizing masses across internalgeographies of the country. Now, soon after the landslide victory experts arecounting all his initiatives which kept mass support intact in his favor.Interestingly, despite feeling pain of demonetization and goods & servicestax (GST), the masses didn’t let themselves out of the Modi’s magical ring anddidn’t fail him to become the third prime minister of India after JawaharlalNehru and Indira Gandhi to retain power for a second term with full majority.
There may be scores of solid reasons to count and attributethem to Modi’s emphatic supremacy. But, politics apart, I count his connectionwith the masses even in remotest geographical locations in the country as oneof the main reasons to register this historical win. He capitalized on thepower of radio to reach to the unreached and mingled with common masses throughhis remarkable and apolitical radio programme – ‘Mann Ki Baat’ (The hearttalk). Indeed, through this programme, he built the chemistry of socialstrength, culture and other social values in a sustained manner and earnedrespect of people to whom he addressed in the ‘Mann Ki Baat’.
It is estimated that over 90% of the country’s populationhas access to the radio broadcast, which is why it was supposedly chosen in thefirst place. Now it has proved a legendary move by the PM to protect and expandhis vote base. Remarkably, addressing the public directly, especially through amedium as accessible as radio, is a commendable ground-root approach. Through’Mann Ki Baat’, Modi continued to give assurance to the general public that thegovernment is working for them. Simply, the broadcast proved a great way ofcommunication to the masses and at the same time enhanced the credibility ofthe medium.
It would not be an exaggeration to state that the PrimeMinister revived the vibrancy of radio. Soon after assuming the power, Modi ina most surprising move lent tremendous credence to radio by capitalizing on itsreach. It was almost a rebirth of Radio in India when he in a conversationallymanner started this very personal broadcast ‘Maan Ki Baat’ to reach Indiancitizens in every nook and corner of the country.
Best part is that the radio programme has remainedapolitical as Modi managed to keep the radio programme outside the purview ofpolitics with the help of his listeners who often send suggestions, itsucceeded in creating several mass movements in the country.
Campaigns like “selfie with daughters” became a socialmedia revolution which led to greater debate about protection and education ofgirl child. He spoke about “Swachh Bharat” (Clean India) campaign, whichlater turned into a social movement. youngsters and school children have takenit upon themselves to promote the Clean India mission.
The basic point here is that Modi talked to masses through’Mann Ki Baat’ as a family member. He discussed issues confronting even poorestof the poor. The audience always felt elated as the prime minister was’guiding’ them to peace, prosperity and profits through this broadcast. He gave them a feeling thatnone other than the prime minister personally cares for them.
To be precise, ‘Mann Ki Baat’ programme is the best exampleto narrate the power of radio in bringing social change. The broadcastreiterates that Radio is certainly relevant. It reaches to remote geographicallocations which are media-dark regions. It can be leveraged to bring in socialchange among the underprivileged population which have no access tocontemporary media channels. Someone has rightly said, ‘voice is the internetof the poor’. Radio didn’t become victimof modern technology onslaught, but embraced the technology to remain as anoutstanding competitor in the field of mass communication.
(The views are of the author and not that of the institutionhe works for)