Technology & Social Change Group (TASCHA) alum & current assistant professor at 
University of Michigan Joyojeet 
Pal<> will be back in Seattle for a 
few days in April.
While he's here, he will be giving a talk about uses of social media in "Global 
South" politics. Save the date, and see below for more details. We hope you'll 
join us for this brown bag lunch discussion!

*       When: Thursday, April 21, 2016

*       Time: 12-1pm

*       Where: UW, Bloedel Hall 070A (lower-level conference room)
Twitter and Political Rebranding in the Global South: The Case of Narendra Modi
Social media such as Twitter and Facebook are increasingly used as a means of 
political communication by political leaders around the world. In over 30 low- 
and middle-income countries, both the head of government and primary opposition 
leader have significant social media campaigns. In this talk, we explore the 
factors that make social media an attractive form of outreach for political 
leaders, examining the case of one of the most successful social media 
campaigns - that of Indian Prime Minister Narendra Modi. With over 18 million 
followers on Twitter and over 32 million "likes" on Facebook, Modi has a means 
of directly reaching the citizenry or addressing the mainstream media through 
social media channels. His rise on social media offers an important example on 
political brand management, we discuss specific outreach strategies and how 
these have evolved overtime. We examine the frequency, tenor, and popularity of 
messages, the evolution of thematic discussions, and the use of political 
metaphor in Modi's sharpening of a new populist discourse as leader of an 
aspirational, global India.
About Joyojeet:
Joyojeet Pal is an assistant professor at the University of Michigan's School 
of Information where his work focuses on user experience and accessibility in 
low- and middle-income countries. His recent research looks at the use of 
social media in political communication in India, specifically on the role of 
political branding online in India. He has also researched and produced the 
feature documentary, "For the Love of a Man" based on the religious, political, 
and economic origins of fan following for film stars in South Indian Cinema.
Melody Clark
Communications Specialist
Technology & Social Change Group (TASCHA)
University of Washington Information School<> | 206.303.7910
Twitter: @taschagroup<> | 

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