Openly accessible

Social media as a platform for incessant political communication: a case study of Modi’s “Clean India” campaign

Rodrigues, Usha M. and Niemann, Michael 2017, Social media as a platform for incessant political communication: a case study of Modi’s “Clean India” campaign, International Journal of Communication, vol. 11, pp. 3134-3453.

Attached Files
Name Description MIMEType Size Downloads
niemann-socialmediaasaplatform-2017.pdf Published version application/pdf 1.28MB 20

Title Social media as a platform for incessant political communication: a case study of Modi’s “Clean India” campaign
Author(s) Rodrigues, Usha M.ORCID iD for Rodrigues, Usha M. orcid.org/0000-0003-4688-4625
Niemann, MichaelORCID iD for Niemann, Michael orcid.org/0000-0001-6278-7978
Journal name International Journal of Communication
Volume number 11
Start page 3134
End page 3453
Total pages 23
Publisher University of Southern California, Annenberg School for Communication & Journalism
Place of publication Los Angeles, Calif.
Publication date 2017
ISSN 1932-8036
Keyword(s) social media
Clean India
political communication
Modi and media
political campaign
Twitter
Summary The 2014 elections were dubbed the first “social media election” in India, when more than 56 million election-related tweets were posted during the campaign. Despite his landslide victory, Prime Minister Narendra Modi seems to be in incessant political campaign mode on social media, launching the “Clean India” mission in late 2014 among other development-oriented initiatives. This research examines the effectiveness of social media as a platform for continuous dialogue with citizens in modern politics and its implications for the mainstream news media in India. The article uses the theoretical framework of agenda building in the digital age to outline the results of an empirical study that includes a social network analysis to profile Modi’s Twitter followers and the key influencers in the Clean India campaign. The study analyzes year-long Twitter data in relation to the Clean India mission to identify common terms and trends, relationships between supporters of this campaign on Twitter, crossover between social media and the Indian mainstream news media, and the news media’s response to the changed political landscape.
Language eng
Field of Research 200104 Media Studies
1902 Film, Television And Digital Media
1903 Journalism And Professional Writing
2001 Communication And Media Studies
Socio Economic Objective 950204 The Media
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2017, The Authors
Free to Read? Yes
Use Rights Creative Commons Attribution Non-Commercial No-Derivatives licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30102388

Document type: Journal Article
Collections: School of Communication and Creative Arts
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 84 Abstract Views, 21 File Downloads  -  Detailed Statistics
Created: Fri, 25 Aug 2017, 11:59:11 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.