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