National News Politics

YouTubers’ Impact On Modi-Led BJP In 2024 Lok Sabha Elections

In previous elections, the BJP was dominant on social media. However, YouTubers changed the game in the 2024 Lok Sabha elections, taking attention away from the BJP and supporting the Congress-led INDIA’s influence.

These independent voices gained a lot of attention and were even featured in global news. With a huge audience of 476 million YouTube viewers in India, their impact was clear and significant.

One standout YouTuber in this election was Dhruv Rathee, whose video titled “Modi: The Real Story” gained an impressive 27 million views. Media commentator Sevanti Ninan described YouTubers like Rathee as a “significant new phenomenon.” They have become known for their informative and engaging storytelling style, where they fact-check, question, and provide crucial context.

According to media commentator Madhavan Narayanan, these YouTubers have filled a gap left by mainstream media. They resonate particularly with educated youths and the middle class. Their passionate, informal, and knowledge-driven content has reshaped opinions and how people consume media.

While national TV serves a targeted audience, there’s an information void that platforms like YouTube readily bridge. According to media commentator Vanita Kohli-Khandekar, the rise of WhatsApp, Facebook, and various short video apps has empowered individuals to voice their opinions and attract substantial attention.

Politicians have also acknowledged the impact of YouTube channels in directly reaching voters, circumventing traditional media gatekeepers. As noted by Ninan, there’s a notable shift in power, with individuals gaining increasing influence in the media landscape.

The government has taken note of the influence of these digital platforms, resulting in proposed regulations such as the Broadcast Services (Regulation) Bill. This bill aims to bring OTT channels under its oversight.

One clear message that emerged was the diminishing relevance of compliant media, particularly Hindi television news channels in India. In regions spanning from Rajasthan to Uttar Pradesh, Bihar, and Jharkhand, the topics highlighted by these channels during the election campaign hardly resonated with ordinary voters.

The 2024 Lok Sabha elections marked a significant shift in media dynamics in India. YouTubers emerged as powerful influencers, challenging traditional media narratives and reaching a vast audience with their informative and engaging content. Dhruv Rathee and others like him became symbols of this new era, where independent voices on digital platforms played a crucial role in shaping public opinion.

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