Twitter and the rebranding of Narendra Modi

Abstract

Through a qualitative study of the historical patterns of retweeting and favouriting of Prime Minister Narendra Modi’s messages, followbacks to other Twitter accounts and evolving themes of messages pre- and post-election, this essay examines trends in his political discourse that have corresponded to four distinct periods. Thoughtful construction of messages on Twitter has helped Modi build a powerful online brand, allowing him to transcend a problematic past and emerge as a techno-savvy global leader who speaks directly to his electorate.

Publication
Economic & Political Weekly