The Rise of the Social Media Politician: The Cases of Narendra Modi and Klaus Iohannis

• In Event: How Political Actors Use Social Media: Lessons for Success

Abstract

We examine the use of social media in the 2014 election campaigns of Indian Prime Minister Narendra Modi and Romanian President Klaus Iohannis. Drawing on existing literature on political social media, we propose ways in which online social networks impact contemporary political and civic engagement in India and Romania. We find that the two politicians used a range of discursive techniques to signal personal qualities that align with a notion of modern technocratic leadership. We explore the ways that personal drive and rectitude, commitment to neoliberal development, and an appreciation of technology are proposed in social media to advance the political brand of these leaders — both of whom emerged as challengers to entrenched political leaders. Social media affordances such as interactivity, following, and message spreadability reconfigured national electioneering in both countries, creating the appearance of a horizontal collective in which the leader participates with equally valued and likeminded citizens.

Authors

• Roxana Galusca, U of Michigan

• Joyojeet Pal, U of Michigan