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.

Questions on the Technologies of Fascism

The phenomenal rise to power of Narendra Modi illustrates how his image—mediated by technology—was shaped and reshaped. Some facets of Modi’s fashioned persona are scrutinised in the article. The internet, particularly the social media, which was expected to revitalise the public sphere to bring about a new civic culture, has instead allowed for the selective return of the “written word” in support of fascist ideology. The cyberspace, along with the mass media, has enabled the coming together of many virtual “participants” to hurl masculinist abuse and silence their opponents.

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