ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Is Tweeting in Indian Languages Helping Politicians Widen Their Reach?

Indian politicians are increasingly tweeting in Hindi and other regional languages. The article finds that Hindi language tweets are more likely to be retweeted and favourited than tweets in English. Politicians in power use multilingual tweeting to offer positive messages such as greetings, whereas politicians in opposition use language strategically to use campaign-style wordplay to attack their opponents.

Twitter and the Rebranding of Narendra Modi

Through a qualitative study of the historical patterns of retweeting and favouriting of Prime Minister Narendra Modi's messages, followbacks to other Twitter accounts, and evolving themes of messages pre- and post-election, this essay examines trends in his political discourse that have corresponded to four distinct periods. Thoughtful construction of messages on Twitter has helped Modi build a powerful online brand, allowing him to transcend a problematic past and emerge as a techno-savvy global leader who speaks directly to his electorate.
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