Lok Sabha elections of 2024 witnessed a significant shift in the dominance of social media influence. While the Bharatiya Janata Party (BJP) had previously held sway over digital platforms, this time around, YouTubers emerged as game-changers, stealing the limelight from the saffron party and bolstering the influence of the Congress-led INDIA.
The sheer magnitude of YouTube’s reach in India, with a staggering 476 million viewers, underscored the undeniable impact of these digital creators.
One standout figure in this election cycle was Dhruv Rathee, whose video titled “Modi: The Real Story” garnered an impressive 27 million views. Described as a “big new phenomenon” by media commentator Sevanti Ninan, YouTubers like Rathee have assumed the role of rational voices, meticulously fact-checking, questioning, and providing essential context through their informative and engaging storytelling style.
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Renowned media commentator Madhavan Narayanan highlights that these YouTubers have successfully filled a void left by mainstream media, resonating particularly with educated youths and the middle class. Their passion, informality, and knowledge-driven content have reshaped public opinions and transformed media consumption habits.
While national television caters to a specific audience, there exists an information gap that platforms like YouTube readily bridge. With the rising popularity of WhatsApp, Facebook, and various short video apps, individuals are finding their voices and attracting significant attention, as noted by media commentator Vanita Kohli-Khandekar.
Even politicians have recognized the influential power of YouTube channels in directly reaching out to voters, bypassing traditional media gatekeepers. As Ninan astutely observes, a power shift is occurring, with individuals gaining more prominence in the media landscape.
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The government has not turned a blind eye to the impact of these digital platforms, leading to proposed regulations such as the Broadcast Services (Regulation) Bill, aimed at bringing Over-The-Top (OTT) channels under its purview.
The rise of YouTubers, exemplified by the Dhruv Rathee factor, has reshaped the political narrative and disrupted the established order of social media influence. As India moves forward, the role of digital creators and their ability to shape public opinion will continue to evolve, leaving an indelible mark on the political landscape.
