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Govt ranks ministers on social media performance; PM Modi tops chart
Indian Union ministers were given report cards ranking their social media activity at a Cabinet meeting, with Prime Minister Narendra Modi topping the chart. The evaluation, covering May 1 to August 15, comes amid a government push to boost digital outreach following youth protests.
Union ministers were evaluated on their social media performance during a Cabinet meeting on Wednesday, with Prime Minister Narendra Modi topping the ranking, according to sources cited by India Today.
The assessment covered activity between May 1 and August 15, a period that included nationwide youth protests. Ministers were compared not only with Cabinet colleagues but also with leaders of other political parties, including grassroots-level leaders, across Instagram, X, and Facebook.
Parameters used for the ranking included average number of posts per day, engagement per post, number of likes, follower counts, and overall public interactions.
Ministers were reportedly told to step up their social media activity and expand their online presence.
Context: A digital push after protests
The move comes as the government seeks to bolster its digital outreach following a series of youth-led protests. The satirical Cockroach Janta Party (CJP), which spread via memes, livestreams, and Instagram reels, played a notable role in mobilizing protesters, according to BBC reporting.
Prime Minister Narendra Modi, who has more than 106 million Instagram followers, has recently adopted a more casual and candid style on the platform, including "get-ready-with-me" reels and informal addresses referring to young people as "friends."
One video, shared during the protests, showed Modi speaking to students and using a phrase popular among Gen Z: "first in my bloodline, external to build a rocket, a chip, and a drone."
The government has also made other adjustments. The BJP appointed new general secretaries, and Amit Malviya, who had been in charge of the party's social media, was replaced, according to scroll.in. In July, the party fielded younger MPs who used Gen Z slang like "delulu" during a parliamentary debate.
Mixed reactions
The emphasis on social media performance has drawn criticism. One social media user commented: "The priorities of this government are clear. It's mostly about propaganda."
Scroll.in, which reported on the user comment, described the government's approach as a "fumbling effort" to regain youth attention and noted that the government had previously tightened online news regulations in March. The outlet also pointed out that the government's messaging strategy has faced challenges in recent months.
Background: Youth protests and exam irregularities
The evaluation period covered by the social media report includes the nationwide protests over alleged irregularities in competitive exams. The demonstrations, largely led by students, used social media platforms to organize and spread their message.
The government's response to the protests has included both regulatory measures and this latest initiative to enhance its online engagement.
How each outlet told it
BBC — World
Framing: Headline questions why Modi, known for a strongman image, is now making Gen Z reels, framing it as a notable shift with ironic undertones. — Analytical and slightly skeptical, with phrases like 'which has been viewed more than 400 million times' and 'learning to operate in unfamiliar territory'.
Facts Included:
Modi, 75, has adopted a more casual style on Instagram, including a get-ready-with-me reel and selfie-style addresses calling young people 'friends'.
In one video, he says 'first in my bloodline, external to build a rocket, a chip and a drone' at a graduation ceremony.
Modi has over 106 million Instagram followers.
The Cockroach Janta Party (CJP) led the protests, spreading through memes, livestreams and reels, and forced a federal minister to resign.
More than 60% of India's population is under 35; Gen Z expected to be a large voting bloc by 2029.
Young users mocked Modi's first selfie-video reel, especially a long pause after 'friends'.
Modi's team experimented with camera angles, backdrops and lighting in response to criticism.
Ginni Malia, 22, says the timing of increased engagement is suspicious and videos don't address protest concerns.
BJP posted a gym-themed reel and a Friends-themed video; both were called 'cringe'.
During protests, Modi reportedly asked cabinet ministers to increase social media engagement.
On Wednesday, federal ministers were given a 'report card' on social media performance, per Hindustan Times.
BJP replaced its social media chief Amit Malviya, who held the post since 2015.
Congress leader Rahul Gandhi held an Instagram Ask Me Anything after protests, with playful responses.
Expert Joyojeet Pal says the BJP's network-centric strategy doesn't work on Instagram's affect-centric platform.
Pal notes reels with 10 million views can come from accounts with 200 followers, challenging for BJP.
Modi's first reel has been viewed over 400 million times, but reshared with sarcastic edits.
Anurag Minus Verma says Instagram is built around irony; serious political messaging can be trolled.
Pal cautions that electoral success depends more on organizational strength than social media performance.
Framing: Headline emphasizes that the government ranks ministers on social media performance and that PM Modi tops the chart, presenting it as a factual achievement. — Neutral/positive, focusing on the government's initiative without critical commentary. Uses phrases like 'boosting its digital outreach' and 'strategic move'.
Facts Included:
The social media performance ranking was presented at the Cabinet meeting.
PM Modi topped the ranking.
Ranking based on activity and engagement across Instagram, X and Facebook from May 1 to August 15.
Assessment included average daily posts, total engagement, average engagement per post, likes, average likes, and follower count.
The assessment comes after student protests at Delhi's Jantar Mantar last month.
PM Modi posted a vertically shot Instagram video on July 31 that opened with 'Hi, friends.'
Recent posts feature shorter videos, casual styling, and creator-style formats.
Reuters reported PM Modi asked Union ministers to become more active on youth platforms and create less heavily edited videos.
Ministry of External Affairs said on August 7 it would expand to Snapchat.
Instagram is driven by reels and visual storytelling, and its recommendation system allows reach beyond followers.
PM Modi has used digital platforms since 2014 to communicate directly.
Political analysts told Reuters that platforms like Instagram favor spontaneous content.
Analysts quoted by Reuters said it's uncertain whether this approach will affect electoral outcomes.
Framing: Headline emphasizes the government's 'fumbling effort' to regain youth attention online, implying a failed or clumsy attempt. — Critical/skeptical, with phrases like 'fumbling effort', 'detriment to the many urgent tasks', and quoting a user calling it 'propaganda'.
Facts Included:
At a Cabinet meeting on Wednesday, Union ministers received report cards ranking their social media activity and effectiveness.
The evaluation covered May 1 to August 15, including the nationwide youth protests.
Ministers were compared with Cabinet colleagues and leaders of other parties on Instagram, X and Facebook.
Parameters included average posts per day, engagement per post, likes, follower count, and public interactions.
Ministers were told to step up social media activity and expand online presence.
A social media user commented: 'The priorities of this government are clear. It’s mostly about propaganda.'
The advisory comes at a crucial juncture; in March, the government tightened online news regulations.
The BJP fielded younger MPs in a July Parliament debate using Gen Z slang like 'delulu' and 'clock it' gestures.
PM Modi posted vertical Instagram videos late at night during youth protests; they were mocked and parodied.
For the first time since 2014, a government that prided itself on setting the narrative is struggling to stay on top.
PM CARES Fund had corpus of Rs 8,452 crore, spent only Rs 87.8 lakh (0.01%) in FY 2024-25 per audit statements.
Smriti Irani became one of eight BJP national general secretaries; Amit Malviya was dropped as social media chief.
Ram Madhav was named one of 13 vice presidents; Piyush Goyal replaced Rajesh Agarwal as treasurer.
India replaced Indonesia as Asia's least-preferred stock market per a Bank of America survey.
Survey found 32% of fund managers allocating smaller share to Indian stocks; biggest concern was lack of AI companies.
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ClaimAt a Cabinet meeting on Wednesday, Union ministers were handed report cards ranking their social media activity and effectiveness.