How Twitter helped create Brand Modi
9 years ago

How Twitter helped create Brand Modi

The Hindu  

A recent study by researchers at University of Michigan, published in the Economic and Political Weekly, provides insights into how Prime Minister Narendra Modi’s online image was constructed and evolved over time. The Prime Minister's follow back list is merely a reflection on getting a sense of the mood on social media across a cross-section of voices.” How has Modi’s social media message changed over time? Tweets analysed over four time periods Phase Time Period Significance Number of Tweets Phase 1 1 February 2009 to 21 January 2012 Early tweets 625 Phase 2 3 August 2012 to 30 January 2013 Tweets leading into 2012 Gujarat elections 500 Phase 3 13 April 2014 to 17 May 2014 Tweets leading into 2014 general elections 501 Phase 4 15 December 2014 to 18 February 2015 Tweets as PM 488 Analysis of the content of tweets from four phases between February 2009 and February 2015 sheds light on how Modi’s social media message has changed over time. Though retweeting was higher until February 2014, favoriting overtook retweeting – as is of most celebrity accounts – with increase in Modi’s online following. He further added that tweets that are carefully crafted having persuasive messages – as are of Rahul and Modi – have much better potential for retweeting compared to Tharoor’s casual citizenry style of tweeting.

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