Deprecated (16384): The ArrayAccess methods will be removed in 4.0.0.Use getParam(), getData() and getQuery() instead. - /home/brlfuser/public_html/src/Controller/ArtileDetailController.php, line: 73
 You can disable deprecation warnings by setting `Error.errorLevel` to `E_ALL & ~E_USER_DEPRECATED` in your config/app.php. [CORE/src/Core/functions.php, line 311]
Code Context


        trigger_error($message, E_USER_DEPRECATED);

    }
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 You can disable deprecation warnings by setting `Error.errorLevel` to `E_ALL & ~E_USER_DEPRECATED` in your config/app.php.'
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deprecationWarning - CORE/src/Core/functions.php, line 311
Cake\Http\ServerRequest::offsetGet() - CORE/src/Http/ServerRequest.php, line 2421
App\Controller\ArtileDetailController::printArticle() - APP/Controller/ArtileDetailController.php, line 73
Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 610
Cake\Http\ActionDispatcher::_invoke() - CORE/src/Http/ActionDispatcher.php, line 120
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Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\RoutingMiddleware::__invoke() - CORE/src/Routing/Middleware/RoutingMiddleware.php, line 162
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
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Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Error\Middleware\ErrorHandlerMiddleware::__invoke() - CORE/src/Error/Middleware/ErrorHandlerMiddleware.php, line 96
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Http\Runner::run() - CORE/src/Http/Runner.php, line 51
Cake\Http\Server::run() - CORE/src/Http/Server.php, line 98

Deprecated (16384): The ArrayAccess methods will be removed in 4.0.0.Use getParam(), getData() and getQuery() instead. - /home/brlfuser/public_html/src/Controller/ArtileDetailController.php, line: 74
 You can disable deprecation warnings by setting `Error.errorLevel` to `E_ALL & ~E_USER_DEPRECATED` in your config/app.php. [CORE/src/Core/functions.php, line 311]
Code Context


        trigger_error($message, E_USER_DEPRECATED);

    }
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 You can disable deprecation warnings by setting `Error.errorLevel` to `E_ALL & ~E_USER_DEPRECATED` in your config/app.php.'
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deprecationWarning - CORE/src/Core/functions.php, line 311
Cake\Http\ServerRequest::offsetGet() - CORE/src/Http/ServerRequest.php, line 2421
App\Controller\ArtileDetailController::printArticle() - APP/Controller/ArtileDetailController.php, line 74
Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 610
Cake\Http\ActionDispatcher::_invoke() - CORE/src/Http/ActionDispatcher.php, line 120
Cake\Http\ActionDispatcher::dispatch() - CORE/src/Http/ActionDispatcher.php, line 94
Cake\Http\BaseApplication::__invoke() - CORE/src/Http/BaseApplication.php, line 235
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\RoutingMiddleware::__invoke() - CORE/src/Routing/Middleware/RoutingMiddleware.php, line 162
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Routing\Middleware\AssetMiddleware::__invoke() - CORE/src/Routing/Middleware/AssetMiddleware.php, line 88
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Error\Middleware\ErrorHandlerMiddleware::__invoke() - CORE/src/Error/Middleware/ErrorHandlerMiddleware.php, line 96
Cake\Http\Runner::__invoke() - CORE/src/Http/Runner.php, line 65
Cake\Http\Runner::run() - CORE/src/Http/Runner.php, line 51
Cake\Http\Server::run() - CORE/src/Http/Server.php, line 98

Warning (512): Unable to emit headers. Headers sent in file=/home/brlfuser/public_html/vendor/cakephp/cakephp/src/Error/Debugger.php line=853 [CORE/src/Http/ResponseEmitter.php, line 48]
Code Context
            if (Configure::read('debug')) {

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</span></span></code>
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-The Telegraph&lt;br /&gt;
&lt;br /&gt;
&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;
&lt;br /&gt;
Today that young man is arguably one of India&amp;rsquo;s most important people, part of a select group of people informally used by the top echelons of the ruling party and the government to influence the online narrative. He&amp;rsquo;s regularly trying to make this or that trend on Twitter, running WhatsApp groups and Facebook pages that reach millions of people. When he met Modi during the 2014 campaign, the PM-to-be told him, &amp;ldquo;Keep it up. We have to make mainstream media irrelevant.&amp;rdquo;&lt;br /&gt;
&lt;br /&gt;
&lt;em&gt;A fragmented audience&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&amp;rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.&lt;br /&gt;
&lt;br /&gt;
The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.&lt;br /&gt;
&lt;br /&gt;
Please &lt;a href=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot;&gt;click here&lt;/a&gt; to read more. &lt;br /&gt;
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The impact the beast called social media can really have on the ensuing general elections

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&lt;br /&gt;
&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
&lt;em&gt;A fragmented audience&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&amp;rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
Please &lt;a href=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot;&gt;click here&lt;/a&gt; to read more. &lt;br /&gt;
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The impact the beast called social media can really have on the ensuing general elections

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-The Telegraph

The impact the beast called social media can really have on the ensuing general elections

Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party..."/>
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                <strong>Medium, message, masses -Shivam Vij</strong></h1>
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                <div align="justify">-The Telegraph<br /><br /><em>The impact the beast called social media can really have on the ensuing general elections<br /></em><br />Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &ldquo;Why don&rsquo;t you do something for me,&rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.<br /><br />Today that young man is arguably one of India&rsquo;s most important people, part of a select group of people informally used by the top echelons of the ruling party and the government to influence the online narrative. He&rsquo;s regularly trying to make this or that trend on Twitter, running WhatsApp groups and Facebook pages that reach millions of people. When he met Modi during the 2014 campaign, the PM-to-be told him, &ldquo;Keep it up. We have to make mainstream media irrelevant.&rdquo;<br /><br /><em>A fragmented audience<br /></em><br />It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.<br /><br />The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.<br /><br />Please <a href="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829" title="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829">click here</a> to read more. <br /></div>               </font>
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</span></span></code>
<span class="code-highlight"><code><span style="color: #000000">&nbsp;&nbsp;&nbsp;&nbsp;&lt;link&nbsp;rel="canonical"&nbsp;href="<span style="color: #0000BB">&lt;?php&nbsp;</span><span style="color: #007700">echo&nbsp;</span><span style="color: #0000BB">Configure</span><span style="color: #007700">::</span><span style="color: #0000BB">read</span><span style="color: #007700">(</span><span style="color: #DD0000">'SITE_URL'</span><span style="color: #007700">);&nbsp;</span><span style="color: #0000BB">?&gt;&lt;?php&nbsp;</span><span style="color: #007700">echo&nbsp;</span><span style="color: #0000BB">$urlPrefix</span><span style="color: #007700">;</span><span style="color: #0000BB">?&gt;&lt;?php&nbsp;</span><span style="color: #007700">echo&nbsp;</span><span style="color: #0000BB">$article_current</span><span style="color: #007700">-&gt;</span><span style="color: #0000BB">category</span><span style="color: #007700">-&gt;</span><span style="color: #0000BB">slug</span><span style="color: #007700">;&nbsp;</span><span style="color: #0000BB">?&gt;</span>/<span style="color: #0000BB">&lt;?php&nbsp;</span><span style="color: #007700">echo&nbsp;</span><span style="color: #0000BB">$article_current</span><span style="color: #007700">-&gt;</span><span style="color: #0000BB">seo_url</span><span style="color: #007700">;&nbsp;</span><span style="color: #0000BB">?&gt;</span>.html"/&gt;
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-The Telegraph&lt;br /&gt;
&lt;br /&gt;
&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
&lt;em&gt;A fragmented audience&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&amp;rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
Please &lt;a href=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot;&gt;click here&lt;/a&gt; to read more. &lt;br /&gt;
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	&#039;disp&#039; =&gt; &#039;&lt;div align=&quot;justify&quot;&gt;-The Telegraph&lt;br /&gt;&lt;br /&gt;&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;&lt;/em&gt;&lt;br /&gt;Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;&lt;br /&gt;Today that young man is arguably one of India&amp;rsquo;s most important people, part of a select group of people informally used by the top echelons of the ruling party and the government to influence the online narrative. He&amp;rsquo;s regularly trying to make this or that trend on Twitter, running WhatsApp groups and Facebook pages that reach millions of people. When he met Modi during the 2014 campaign, the PM-to-be told him, &amp;ldquo;Keep it up. We have to make mainstream media irrelevant.&amp;rdquo;&lt;br /&gt;&lt;br /&gt;&lt;em&gt;A fragmented audience&lt;br /&gt;&lt;/em&gt;&lt;br /&gt;It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&amp;rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.&lt;br /&gt;&lt;br /&gt;The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.&lt;br /&gt;&lt;br /&gt;Please &lt;a href=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot; title=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot;&gt;click here&lt;/a&gt; to read more. &lt;br /&gt;&lt;/div&gt;&#039;,
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&lt;br /&gt;
&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
&lt;em&gt;A fragmented audience&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
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&lt;br /&gt;
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&lt;br /&gt;
Please &lt;a href=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot;&gt;click here&lt;/a&gt; to read more. &lt;br /&gt;
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-The Telegraph

The impact the beast called social media can really have on the ensuing general elections

Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party..."/>
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                <strong>Medium, message, masses -Shivam Vij</strong></h1>
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                <div align="justify">-The Telegraph<br /><br /><em>The impact the beast called social media can really have on the ensuing general elections<br /></em><br />Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &ldquo;Why don&rsquo;t you do something for me,&rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.<br /><br />Today that young man is arguably one of India&rsquo;s most important people, part of a select group of people informally used by the top echelons of the ruling party and the government to influence the online narrative. He&rsquo;s regularly trying to make this or that trend on Twitter, running WhatsApp groups and Facebook pages that reach millions of people. When he met Modi during the 2014 campaign, the PM-to-be told him, &ldquo;Keep it up. We have to make mainstream media irrelevant.&rdquo;<br /><br /><em>A fragmented audience<br /></em><br />It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.<br /><br />The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.<br /><br />Please <a href="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829" title="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829">click here</a> to read more. <br /></div>               </font>
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-The Telegraph&lt;br /&gt;
&lt;br /&gt;
&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
&lt;em&gt;A fragmented audience&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&amp;rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.&lt;br /&gt;
&lt;br /&gt;
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&lt;br /&gt;
Please &lt;a href=&quot;https://www.telegraphindia.com/india/medium-message-masses/cid/1687829&quot;&gt;click here&lt;/a&gt; to read more. &lt;br /&gt;
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&lt;br /&gt;
&lt;em&gt;The impact the beast called social media can really have on the ensuing general elections&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &amp;ldquo;Why don&amp;rsquo;t you do something for me,&amp;rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.&lt;br /&gt;
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&lt;br /&gt;
&lt;em&gt;A fragmented audience&lt;br /&gt;
&lt;/em&gt;&lt;br /&gt;
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&lt;br /&gt;
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&lt;br /&gt;
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-The Telegraph

The impact the beast called social media can really have on the ensuing general elections

Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party..."/>
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                <strong>Medium, message, masses -Shivam Vij</strong></h1>
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                <div align="justify">-The Telegraph<br /><br /><em>The impact the beast called social media can really have on the ensuing general elections<br /></em><br />Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &ldquo;Why don&rsquo;t you do something for me,&rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.<br /><br />Today that young man is arguably one of India&rsquo;s most important people, part of a select group of people informally used by the top echelons of the ruling party and the government to influence the online narrative. He&rsquo;s regularly trying to make this or that trend on Twitter, running WhatsApp groups and Facebook pages that reach millions of people. When he met Modi during the 2014 campaign, the PM-to-be told him, &ldquo;Keep it up. We have to make mainstream media irrelevant.&rdquo;<br /><br /><em>A fragmented audience<br /></em><br />It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.<br /><br />The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.<br /><br />Please <a href="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829" title="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829">click here</a> to read more. <br /></div>               </font>
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-The Telegraph<br />
<br />
<em>The impact the beast called social media can really have on the ensuing general elections<br />
</em><br />
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &ldquo;Why don&rsquo;t you do something for me,&rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.<br />
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<br />
<em>A fragmented audience<br />
</em><br />
It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.<br />
<br />
The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.<br />
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The impact the beast called social media can really have on the ensuing general elections

Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party...',
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<em>The impact the beast called social media can really have on the ensuing general elections<br />
</em><br />
Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. &ldquo;Why don&rsquo;t you do something for me,&rdquo; Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter.<br />
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<br />
<em>A fragmented audience<br />
</em><br />
It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it&rsquo;s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise.<br />
<br />
The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences.<br />
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Please <a href="https://www.telegraphindia.com/india/medium-message-masses/cid/1687829">click here</a> to read more. <br />
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The impact the beast called social media can really have on the ensuing general elections

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Medium, message, masses -Shivam Vij

-The Telegraph The impact the beast called social media can really have on the ensuing general elections Sometime in the late 2000s, a young software engineer who voluntarily ran social media propaganda for the Rashtriya Swayamsewak Sangh and the Bharatiya Janata Party got an opportunity to attend a BJP social media meet in Bangalore. Among the people who saw this young man speak there was the then Gujarat chief minister, Narendra Modi. “Why don’t you do something for me,” Modi said to him, encouraging him to promote Modi on social media. Around the same time, the Congress party was telling Shashi Tharoor to go easy on Twitter. Today that young man is arguably one of India’s most important people, part of a select group of people informally used by the top echelons of the ruling party and the government to influence the online narrative. He’s regularly trying to make this or that trend on Twitter, running WhatsApp groups and Facebook pages that reach millions of people. When he met Modi during the 2014 campaign, the PM-to-be told him, “Keep it up. We have to make mainstream media irrelevant.” A fragmented audience It is difficult today to think of elections without social media. We now have the opposite problem of overestimating its impact. While 35 per cent Indians have access to the Internet, 66 per cent have access to television. TV news remains the most important medium for politicians to reach out to voters, and it’s not just because of the numbers. TV news is not as fragmented as social media. It helps you give a uniform message that can get lost in the social media noise. The fragmented nature of social media has its own uses nevertheless. It allows parties to offer different narratives to different audiences. It allows, for instance, BJP to offer extreme Hindutva on a WhatsApp group targeted at a district in Uttar Pradesh and a narrative of, say, development and progress to an urban, elite audience on Twitter. Fragmentation also allows you to micro-target audiences. Please click here to read more.