By Tirthankar Mitra
In the new millennium, digital space has emerged as a key war zone in the electoral battle. Digital campaigns have a definite edge as people are more likely to look at the screen of their mobile phones than stand and state at the graffiti thereby delaying their work schedule.
Digital campaign has a direct approach. It has hi-tech storytelling, biting satire, rib ticking fun and innovative drama as candidates of differing political hues battle it out aiming at the veteran, young and uninitiated voters even as the polling days inch closer.
Holding diametrically opposite political views, the online campaign mode of ruling Trinamool Congress and BJP differ. The TMC has opted for its old animation series “Fighter Didi” while animated visuals and brief dramatised clips mark the preferred campaign mode of the saffron camp.
“Podcast by Poltu” is CPI (M)’s reply to their two political rivals social media mode of reaching out to the voters. Comedy and parody making fun is it’s lethal tool in the serious business of politics.
Looking at its political opponents straight in the face, “Fighter Didi” appears in two minute long clips in TMC’s YouTube channel. With its eye on disadvantaged communities, it endeavours to turn them into a committed vote bank..
They go about this task by projecting a larger than life image of party supremo, Mamata Banerjee. She is portrayed as taking on political opponents out to do these disadvantaged communities no good.
Memes and satire targetting TMC’s political opponents have been extensively used. A not dissimilar animated form had been rolled out before 2021 Assembly election which had the Opposition leaders in its crosshairs.
Going by senior Trinamool sources, its digital campaign aims to do away with .misinformation and highlight government achievements. Projecting Mamata Banerjee as a crisis time leader and contrasting TMC’s love for Bengal with BJP’s ego to win the state is its other task.
The campaign seeks to attract floating voters. It’s audience is also the segment of voters who are yet to make up their minds.
Opponents are featured as beetles, bed bugs and mouse in the TMC social campaign.. But there was a stony silence when asked whether projecting political rivals as creepiest and crises was not a stroke below the belt.
Challenges faced by people of West Bengal under the Trinamool Congress dispensation is the principal focus of the digital campaign of the saffron brigade. A hashtag “Paltano Dorkar Chai BJP Sarkar (A change is necessary, we need a BJP government) is part and parcel of every campaign underscoring the need for change in government.
A “maha jungle raj” prevails in West Bengal is the theme of the digital campaign of BJP. The campaign aims to bring the issues first hand to the voters, it was stated.
Light hearted satire emanate from Poltu, the made-up host of “Podcast by Poltu” series. He engages in witty exchanges with exaggerated versions of political personalities.
The series seeks to bury instances of shortcomings of the front regime. It aims to project party’s poll nominees as individuals who can run shoulders with the .man in the street who can crack a joke and laugh at themselves.
The CPI(M) is adopting a “platform specific approach” to communicate it’s ideological message. And instead of depending on high sounding phrases heavy on jargon, it is spearheading its campaign with laughter.
The CPI(M) digital campaign has earmarked reels to reach out to the Gen Z. For the older generation, a long term content underscoring details and data has been created..
Poltu questions overstated political leaders about real life incidents. In sum, it lampoons political opponents.
The CPI(,M) digital poll campaign breaks down complex political ideas for young voters. Unrealistic assurances are refrained from and issue based outreach is prioritised over gimmicks. (IPA Service)
