Over the last few days we've been reading how Facebook data is being used to influence voters. Perhaps this might have happened in America but is this the case in India also? Really? I pretty much doubt it. I don't think India has become so sophisticated a Country that our voting patterns can be influenced by "white collared" media campaigns. India is too vast, diverse and complex a Country for this to happen. In my opinion we are giving too much credit to Facebook campaigns and their ability to influence our own thinking and reasoning abilities. The Public are not robots who will act in this particular way or the other depending on what you read on Social networks. During the last Goa Assembly elections, AAP's Social media campaign was by far the best but they failed to win any seats. What does this signify? Elections are fought on the ground. There has to be a good ground level set up and party or personal workers to manage a winning campaign. Credibility, money, development, past performance, party base and ideology are other significant factors. To gather information, knowledge and keep in touch with the latest happenings, Social media platforms are good but in general they are frivolous and more of time-pass material. Yesterday we will make fun of Mickey, today of Rahul Gandhi and tomorrow of Modi. That is how it is. But if someone tells me that they are using your data to influence your minds and consequently your thinking and voting patterns, then this is difficult for me to come to terms with. Many of the modern day politicians use Social networks like Facebook and Twitter which is a good way of keeping in touch with the Public. But let us not overestimate the ability of third party agencies to influence us by using such networks and underestimate the real reasons of winning elections, which are won more through a personal touch. A job in the house, a water tap, proper electricity and sanitation, some election goodies are things that matter. Not some psychological campaigns using your data. If Political parties think they can win elections through data warfare, then their fall is imminent. Get to work and start performing.
warm regards, Sandeep Heble
