FINAL PROJECT REPORT ON

Study on Impact of technology in Indian Politics

Undertaken at

Submitted in partial fulfilment of the requirements for the

award of the degree of

BACHELOR OF JOURNALISM AND MASS

COMMUNICATION to

Guru Gobind Singh Indraprastha University, Delhi

Under the Guidance of Submitted by

Mr. Ajoy Bannerjee BA(JMC)VI SEMESTER

Assistant Professor, BA(JMC) Pranjal Bhutani
Nitish Vats
Palak sethi
Megha gadi
Mohmmad farhan
Meherbaan dazz
Nitin Tokas
Mitul Lamba
Nikita aggarwal

1
 CERTIFICATE

To Whom It May Concern

We Pranjal Bhutani , Nitish Vats , Palak Sethi , Nitin Tokas, Medha gadi , Mohmmad Farhan

Meherbaan dazz, Mitul Lamba, Nikita Aggarwal from BA(JMC) VI Sem, Division – A, 2nd

Shift, of the Tecnia Institute of Advanced Studies, Delhi hereby declare that the Final Project

Report entitled ― Study on Impact of technology in Indian Politics at Tecnia Institute of

Advanced Studies is an original work and the same has not been submitted to any other Institute

for the award of any other degree. A presentation of the Final Project Report was made on ―

Study on Impact of technology in Indian Politics and the suggestions as approved by the faculty

were duly incorporated.

Date:

Signature of the Students:

Pranjal Bhutani
Nitin Tokas
Palak sethi
Megha gadi
Mohmmad farhan
Meherbaan dazz
Nitish vats
Mitul Lamba
Nikita aggarwal

2
 CERTIFICATE

Certified that the Final Project Report submitted in partial fulfilment of Bachelor of

Journalism and Mass Communication BA(JMC) to be awarded by G.G.S.I.P. University,

Delhi by Pranjal Bhutani , Nitish Vats , Palak Sethi , Nitin Tokas, Medha gadi , Mohmmad

Farhan , Meherbaan dazz, Mitul Lamba, Nikita Aggarwal, has been completed under my

guidance and is Satisfactory.

Date: Signature of the Guide

Name of the Guide: Mr. Ajoy Bannerjee

Designation: Assistant Professor, BA(JMC)

ACKNOWLEDGMENT

3
It gives me immense pleasure to put forward this practical venture. But surely, it would not

have been possible without proper guidance and encouragement. So, I would like to thank my

guide without her support this assignment would not have been a success. I express my deep

gratitude to all concerned person, whose help and guidance have contributed a lot. I am very

thankful to Ms.Ajoy Bannerjee(Assistant Professor, BJMC) my Guide and the esteemed

lectures of my college for providing all facilities for making the project successful.

I would like to express my sincere thanks to all the faculty members of BA(JMC)Department,

Tecnia Institute of Advanced Studies, IP University for the interest and commitment shown in

the project, which made it possible for me to complete this project successfully.

Date:
Pranjal Bhutani
Nitin Tokas
Palak sethi
Megha gadi
Mohmmad farhan
Meherbaan dazz
Nitish vats
Mitul Lamba
Nikita aggarwal

4
 CONTENTS

S. No. TITLE Page

1. Chapter I: Introduction

2. Chapter II: Media Research

3. Chapter III: Television Program

4. Chapter IV: Radio Program

5. Chapter V: Advertisement Production

6. Chapter VI: Tabloid

7. Chapter VII: Public Relations Campaign

8. Chapter IX: Website

9. Chapter X: Outcome, Conclusion and Suggestions

10. References/ Bibliography

5
12. Appendices

6
 CHAPTER I:

INTRODUCTION

7
The last decade has witnessed rapid Internet penetration in India. Over the
past four years, Internet usage in India has rose from 100 to 200 million,
which is too fast as compared to time it took to rose from 10 to 100 million.
A report from the Internet and Mobile Association of India (IAMAI)
estimates that by the end of June 2014, India would have 250 million
Internet users, and also it is expected to overtake the US as the second
largest Internet base in the world.
Indians are rated as one of the most active social media users in the world.
The Internet’s socio-economic impact is becoming more and more visible
in India. The Internet is helping people in India in almost all aspects of life
such as education, socialisation, healthcare, communication, entertainment
and development. Now, after transforming many facets of Indian life, the
Internet has found new use and is emerging as a tool for political
strategists and leaders of political parties.
As India’s Internet penetration and its users are growing rapidly, people
are entitled with the Internet’s ability to help them connect and learn
about politics, political parties, and their leaders. The Internet has opened
the door of politics in India for all. Almost all major political parties in India
have their presence over internet through websites, Facebook pages,
Twitter accounts and blogs.
Have anyone ever thought that the mare tweeting of a few words can
provoke and organize “mass revolts”, and finally oust totalitarian regimes?
In politics, the Internet can be used in many ways, for example for
mobilizing people, fundraising, advertising, recruiting, messaging,
geographic targeting and grassroots organizing. This is now happening in

8
 India as political parties are trying to use the Internet to add new
members, create larger volunteer bases,
and asking people for donations, votes and support. For example, the
AAP asks for nominations, suggestions and donations for the upcoming
2014 general elections through its official website. Now after realizing its
impact all political parties are regularly updating their websites and
developing new plans and strategies to maximize the Internet for political
benefits. Along with websites, politicians are using the Internet to express
their views and opinions via different social media platforms like Facebook
and Twitter.
The Internet is definitely emerging as a new force in Indian politics, but an
important question is whether it is good for Indian politics? As per
Christina Maza , “The Internet is giving a voice to previously marginalized
people and groups and allowing for the articulation of alternative political
discourses to a wider audience than ever before.” This is to some extent
applicable in the Indian political scenario. The Internet in India is offering
opportunities for people to participate in interactive political social media
campaigns and become political activists. It is also helping voters to better
know and chose candidates. Metrics such as voter data and candidate
details such as attendance in Parliament, criminal records, when available
on social media, will change the way the voter sees towards a candidate
(IRIS Knowledge Foundation & IAMAI, 2013). As per present circumstances,
it can be easily seen that Internet use will shortly bring a paradigm shift to
Indian politics. Presently, the Internet is providing new opportunities for
political mobilization and participation in India. In fact, changing a lot of
things for both leaders and voters. These, however, are still early days for

9
the Internet in Indian politics, and one cannot predict with certainty how
much will Internet will impact Indian elections which are usually designed
around sentiments, public rallies, and low voter turnouts, television, print
or radio ads, popular welfare schemes.

CHAPTER II
MEDIA RESEARCH

Abstract

10
This research deals with the impacts of misusing modern technologies on
members of the society and their negative influences on economic, religious and
social aspect, as well as their impact on people's behaviour and the responsibility
of the society in monitoring the children who are in need of attention by everyone
through the guidance of appropriate educational ways. Moreover, this research
shows the need of joining all efforts collectively in order to protect the entire
society from the dangers of modern technologies and work together to take
advantage of its resources properly. This usually starts from the family and
schools and ends with the universities, mass media and the various institutions
that guarantee the rights of children from all different areas. However, this
research emphasizes the fact that everyone should take his/her responsibilities
towards using these methods properly whether at home or outside.

The continued growth of technology has had a significant impact on the political
ratings that candidates achieve. The article Impact of Technology on Politics
attempts to analyse how these two spheres of modern life, technology and
politics, interrelate and what the outcomes are of this interrelationship.

Political candidates use technology in many ways. Different communication

channels provided by the Internet have the power to influence the growth of
different individuals in their respective spheres. The likes of Twitter, Facebook,
and YouTube are powerful communication media platforms that can easily raise
the ratings of political candidates. Housley claims that whether we acknowledge
it or not, technology is a deciding factor in most political races. Through
technology, politicians are able to access funds, gain political pundits, and spend
less on campaigning and pushing their candidacy.

One of the ways in which technology influences politics is the financial side.
Raising funds to use for campaigning is an important factor for political
candidates. It comes with the need to create a vertical response to the whole
country or target region. This is a major hurdle experienced by political
candidates. The Internet aided Howard Dean to get donations that he required to
gain access to a large part of the campaign region. By broadcasting through
technological marketing, candidates get suitable donors to support different parts

11
of their campaigns. Publicity on the Internet is a cheap method, as they do not
have to re-publish, unlike what is provided by the print media. This is placed in
various commonly-accessed links (Housley, Par. 1).

INTRODUCTION

12
The more advanced technology becomes, the more it seems to have control over
our lives. Today, the use of technology is widely available and insistently
promoted throughout our society. While technology makes life easier for people,
it also creates some problems for our society such as the decline in ordinary social
behaviours. Yet, modern societies realized the significance of intellectual
technology which is a form of new knowledge that achieves goals or solves many
problems.

The impact of technology is great on a given generation. The young, educated,

and affluent will relate to technological innovations. A proper presentation will
gain ratings for candidates. Using the most recent technology will surely attract
the youth. The older generation may not impact the raising of presidential bids,
especially if they are done through social media. The older generation uses the
Internet much less. The younger generation relates easily to these media
platforms. This differentiation is used by politicians to gain advantage in their
political bids. Politicians use technology to raise their bids among the youth,
while traditional methods are used for older generation.

Another way to look at the matter is in relation to thinking about the Internet as a
tool for free advertising. It is no secret that presidential bids are the most
expensive, as they are run to cover the whole region. On the other hand, political
videos easily generate online rating gains, and such political Internet
advertisement will reach the target audience if launched properly. Individuals
perform the needed publicity as each person shares the video, and so on. The
extra generated videos are not paid for, while on social networks even the original
posting is free.

It is clear that gaining political publicity through the use of technology has
become easier, especially since technological devices are so accessible and
widespread. The article analysed is prudent in arranging technological tools into
separate groups that work as an effective means of communicating between a
political figure and the target audience. However, with the use of the Internet, any
political figure can become recognizable within just a few minutes. In only a few
hours, public opinion on a particular political figure is already formed within one

13
of the social groups of voters. Not just the good, but also a bad reputation can be
formed in a blink of an eye using modern technology. It often happens that the
bad “gossip” spreads much faster. With the huge impact that technology has on
societies and public opinion in particular, it is crucial to be cautious in the use of
information about any political figure, or you risk making a positive
advertisement into a negative advertisement with just one click.

OBJECTIVE OF RESEARCH

14
 To recognize the use of modern technological techniques by members of the
society and their impacts on the social aspects.

 To identify the reasons for gaining modern technological techniques (why

people use these techniques).

 To realize the impacts of modern technological techniques on the family

relations, family budget and children's achievements.

15
OBJECTIVE AND FUNCTION OF THE COUNCIL

1. Discussion Related to the First Objective of the Research:

To the society and their impacts on the social aspects. The use of modern
technological technique becomes a recognize the use of modern
technological techniques by members of cornerstone of human social life.
However, human societies experienced significant and rapid development of
these techniques, making it more convenient in social communication.
Because of the adoption of these techniques, communities’ relationships
become unstable in all aspects of life and also it is difficult to determine the
impacts of their use. Furthermore, the occurrence of new and increasing
patterns of behaviors and values influenced the social interaction process.

2. Discussion Related to the Second Objective of the Research:

To identify the reasons for gaining modern technological techniques (why

people use these techniques). One of the most important reasons for young
people to use modern technologies is the desire not to deal with others
directly and not to establish social relationships. So these can become strong
alternative of social visits and exchange of experiences and feelings. On the
other hand, media, such as radio and television, still have major impact on
the orientation of young people towards these techniques where most of
them have been brought up on information quoted from the media. We
cannot lose sight of the satellite's role in the transfer of ideologies from one
country to another and the spread of blind imitation along with the youth
feeling of wanting the experience and independence from the others based
on the fact that things that are forbidden are liked the most, and the belief
that most of the young people practice this kind of personal strength and
ability to make decisions away from the family and society. It is clear that

16
 most people who are addicted to the use of the Internet are the ones who
suffer from social isolation because they spend long times using these
techniques and their communication is limited to the written conversations
with no sensory feelings.

3. Discussion Related to the Third Objective of the Research:

To reveal the disadvantages of the use of modern technological techniques in all
areas of life. Wasting time, the spread of incorrect and unauthenticated
information and spreading lies through these techniques are among the most
drawbacks that face our communities due to the use of these techniques.
Sometimes, one can see a certain kind of sarcasm of the ultimate divine and
religion and see the spread of religious stories as well as incorrect beliefs come
out as a result of these techniques. They can also be seen in other forms such as
voice, image or video files, which can cause danger to the young, gossip and
verbal abuse to others, and it can also lead to isolation and the emergence of a lot
of psychological and health problems. Perhaps the mixing of cultures is not less
dangerous than the other negatives through which the society might be affected
by many strange customs and traditions under the excuse of openness and
globalization. As a result, these means have significant impacts on individuals
that take them away from reading books and getting information through printed
paper.

4. Discussion Related to the Fourth Objective of the Research:

To be aware of the ideas spreading among members of the society about the
positive and negative impacts of modern technological techniques. Research and
investigation have shown that people's views and ideas conflict on the positive
and negative use of these techniques. On one hand, some of people emphasized
the need to stay up to date with modern life, as a result of the accelerated pace of
life in all aspects as a method to reduce distances, save time and effort in terms
of access to information and the completion of the transactions. On the other

17
hand, some of them believe that modern technologies have formed a severe blow
to social and family system and the cause of the high incidence of divorce and
they recommend the need to impose sanctions on these technology techniques so
as not to leave their children in a world of illusions and assumptions and lessens
the social and family ties. According to the religion point of view, some people
think that modern technologies are abomination of Satan and that they have
contributed to the deterioration of values and lack of ethics while others see it as
a constructive means that we should take advantages of them.

5. Discussion Related to the Fifth Objective of the Research:

To realize the impact of modern technological techniques on the family relations,

family budget and children's achievements. The lives of individuals in a one
family have changed as a result of the use of modern technologies where families
cannot escape from these changes and their effects. We can find that there are
many TVs in one house in different places, and some families have mobile phones
and computers for each member, which exhaust the family financially. However,
in terms of psychological, health and social aspects, the spread of violent images
will have negative effects on children such as an unacceptable reaction of fear,
anger, discomfort and rebellion and hitting others. With respect to children's
academic achievement, no one can deny the clear retreat of children in school
subjects because of the overuse of modern technological techniques.

6. Discussion Related to the Sixth Objective of the Research:

To be familiar with the family's role in reducing the risks of the modern
technological techniques. It is the parents' role to keep good relationships with
their family members and protect them from engaging in the Internet and mobile
atmosphere and other modern means. Basically, there must be a constructive
dialogue policy between parents and children on one hand and between couples
on the other hand along with giving equal opportunities to all members of the

18
family in terms of freedom of expression and discussion. In addition, time
management helps to bridge the leisure and occupancy in what is useful. Hence,
it is necessary to encourage family members to take advantage of their free time
and access to training courses. For example, parents can guide their children to
the best way to use these techniques without intolerance or rigidity by clarifying
the pros and cons and try to hold them part of the responsibility and internal
control.

REVIEW OF LITERATURE

A literature review is an evaluative report of information found in the

literature related to your selected area of study. The review should

describe, summaries, evaluate and clarify this literature. It should give

a theoretical base for the research. The researcher has taken the old

compilations of researches related to her topic to study what others have said

about the current media, or if they know what is PCI, what changes they would

like media.

The researcher wants to analyse what is the audience‘s perception about

the daily news and current media in India. For this, the researcher has

collected views of public and some researches which is compiled as Review of

Literature. The researcher has taken help of Internet to get the reports and

19
facts about the topic and to also get the information about the previous

researches and then made a questionnaire to get the public opinion for self

research.

HYPOTHESIS

A hypothesis is an assumption that the researcher makes before

researching and reaching to a final conclusion. In other words, a

hypothesis is an assumption or proposition whose tenability is to be

tested on the basis of the compatibility of its implications with

empirical evidence and previous knowledge.

There are two types of hypothesis-

1. ALTERNATIVE HYPOTHESIS-

This says that the conclusion of the topic chosen will not support the

topic. It will give an opposite or different result. An alternative

hypothesis is one in which a difference (or an effect) between two or

more variables is anticipated by the researchers, that is, the observed

pattern of the data is not due to a chance occurrence.

2. NULL HYPOTHESIS-

20
 This says that the conclusion of the topic chosen will support the

topic. It will give the same result as the topic says. These are used

when the researcher believes there is no relationship between two

20 variables or when there is inadequate theoretical or empirical

information to state a research hypothesis.

Since the researcher‘s topic is related to facts, the research will have

only one hypothesis, that will conclude the situation of impact of technology in
Indian Politics in current media scenario.

METHODOLOGY

Methodology is a systematic, theoretical analysis of the methods applied to a field

of study. It comprises the theoretical analysis of the body of methods and
principles associated with a branch of knowledge. The quantitative and

qualitative techniques in a research come in a methodology. The researcher facts

as a method of collection of primary data for the research. The analysis of the
primary data would be done through conclusion.

Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data for social science include censuses,
information collected by government departments, organizational records and
data that was originally collected for other research purposes. Primary data, by
contrast, are collected by the investigator conducting the research.

Secondary data analysis can save time that would otherwise be spent collecting
data and, particularly in the case of quantitative data, can provide larger and
higher-quality databases that would be unfeasible for any individual researcher
to collect on their own. In addition, analysts of social and economic change
consider secondary data essential, since it is impossible to conduct a new survey
that can adequately capture past change and/or developments. However,
secondary data analysis can be less useful in marketing research, as data may be
outdated or inaccurate.

21
 CONCLUSION

Research shows that the correct use of modern technologies require a

comprehensive understanding to the reality of change that happens to the
community. Thus, this requires concerted efforts through full cooperation among
all sectors of society, from family to government institutions, along with the
presence of useful awareness programs supervised by these institutions and
pursued by the family to utilize the modern technologies accurately in order to
ensure and protect the future generations. Nowadays, people socialize with each
other using online-environments such as Facebook, MSN and phones instead of
face to face interaction on these types of communications. The nature of the
human is not programmed for this type of communication yet. People must live
and work together to socialize with each other. In conclusion, it is obvious that
modern technologies can be a double-edged weapon. They have their advantages,
but with many inventions, they can completely change our lives, for better or
worse. As a result, we must work for the interest of social connection to preserve
people's feelings towards each other away from the addiction to technology.
Finally, this research is simply a little effort towards doing justice to this subject
and it could assist future researchers in examining this topic with other groups
and in more depth and with more relationships to the present use of modern
technologies and their impacts on societies.

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 CHAPTER III: T.V PROGRAME

TV PROGRAME

INTERVIEW

TOPIC- Study on impact of technology in Indian politics.

DATE: 22nd MARCH

VENUE: Tecnia Institute of Advanced Studies

Interviewer (Intro):

Hello everyone! I am your host and your friend Pranjal. Today

we have brought you a special show “controversial India” with
one hot topic on which we are going to discuss and we have
Rohan to discuss with.

First of all I would like to tell you that Rohan is a BJP supporter
and he also promotes and does his campaign in college for BJP.
Technology has impacted everything from how we hear about political
and worldwide events to how to register to vote. The new breed of
politicians have embraced technology and harnessed the power of new
communication mediums through channels like iTunes, Facebook,
Twitter, YouTube, or podcasting websites, to sway public opinion.
Some have fallen victim to technology, while others have reaped
benefits. The Internet has liberated communication channels from the
powerful gate-keepers in traditional radio and television media
networks. Social media enables peer-to-peer dialogue, public

23
discourse and political messaging to reach more potential voters during
campaigns.

Q- What according to you has changed so far?

Ans- well, the clever use of technology, politicians have woken up entire
generations of new potential voters. A candidate without some sort of
online presence would now be at a terrible disadvantage over other
candidates who are exploiting technology to help them gain attention,
money, support and votes.

Q- how do you think online campaign is beneficial for the parties?

With the world rapidly moving towards a majorly digital and technological era –
social media marketing, search engine optimisation (SEO), political blogs,
awareness, pay-per-click and other forms of digital marketing campaigns are on
the rise.

However, traditional methods of campaigning are still ubiquitous in India with

prospective political candidates going door-to-door distributing freebies,
promising the well-being of people, extending courtesies, and portraying
themselves as models of transformation and evolution. The reason that these
door-to-door and traditional campaigns have prevailed till now is the belief
associated with personal contact and communication.

Q- How’s the josh? What do you think will BJP be able to win this lok
Sabha elections again?

Ans- well, I think the response we are getting is good response from
each state and if everything goes well bjp will win in mostly all the states
and hopefully our next pm would also be Narendra Modi only.

Q- Should social media be restricted before voting in India?

Ans- There are over 30 crore monthly active users on Facebook and more than 20
crore on WhatsApp in India. Even the Narendra Modi app alone can reach 1 crore
people in a day.

With such a wide reach, should social media platforms be made to censor political
content 48 hours ahead of polling as part of the strategy to maintain the so called
"campaign silence"?

24
"Today, when social media is increasingly one of the most significant factors for
impacting the electoral decisions of voters, it is important that the Election
Commission take adequate steps to maintain campaign silence," Pavan Duggal, one
of the nation's top cyber law experts, told IANS.

While the Election Commission of India recognizes the impact social media can have
on voters ahead of voting, the current legislation does not bar these platforms -
many of which now allow live video streaming services -- from blocking political ads
or propaganda.

These platforms can decide to do so voluntarily, but how effective such a measure
would be remains doubtful.

In fact, in response to a petition to restrain any political advertisements, videos or

messages before elections, Facebook last month told the Bombay High Court that it
would not self-censor any content on its site.

Q- Social media could play decisive role in Lok Sabha polls?

Ans- echnology was incidental and used by some people with other
traditional means but that’s no longer the case now, says former Telecom
Secretary and former President of NASSCOM, R Chandrasekhar.

“But in this (coming Lok Sabha) election, technology would be central in the process -
- whether it’s social media, analytics, strategy, in all of these areas, technology has
now come to occupy centre stage,” he told PTI.

“And it has completely changed both rules of the game and whole dynamics of the
electoral process”, Chandrasekhar, also former Secretary in the Department of
Information Technology, said.

He noted that younger generation is heavy user of social media, and the elections
would also see participation of a significant percentage of first time voters.

“It’s very difficult what percentage exactly will be influenced by social media but there
is no doubt that a percentage which is significant would get influenced, significant in
the context of small shifts in voting being decisive...,” Chandrasekhar said.

Social media, he said, can create at least 2-3 percentage point swing and in Indian
context where victory margin is thin in many constituencies, that in itself is decisive.

25
“So, even though in absolute numbers and absolute percentages, it could be small, in
terms of the its impact on the outcome and the result, it could well be decisive”,
Chandrasekhar said.

“Lot of the outcomes would also depend on how good the strategies in social media
and digital media are and how much of technology support goes into strategy-making
by different parties,” he said.

With this our show comes to an end thankyou for coming on the show rohan wish you
luck for your future ventures. See you next tim eon the hsow “controversial india”.

26
Budget details. Estimate (RS.)

PRE -

Director PRODUCTION

Scriptwriter (Altogether) 1000

Transports 3500

Cinematography 1000

3000

PERSONNEL

Director

Cameraperson and assistants PRODUCTION.

Lighting director and assistants 1500

Talent 3000+1000

900

600
Equipment & facilities

Camera and support (rent per/day)

5000
TOTAL.

RS.20500

27
 CHAPTER IV: RADIO PROGRAM

Radio Script

Signature tune:
Opening slot: Good morning listeners! You are listening
to TIAS Radio and its RJ ______ welcoming you to our
special program “Technology and Politics”. Today we
have a special guest Mr. _______ a renowned political
analyst with us. With elections around the corner politics
has been the hot topic everywhere. So we have seen that
even the political field has also come under the influence
of the rapid growing technology. So today here each and
every question, every dilemma, every confusion will be
answered by Mr._____ today here itself.

Ques 1. So Mr.________ to begin with, how will you

explain the influence of technology on Indian politics?

28
Ans1 There is no doubt that technology in our Indian
politics has grown at a very fast pace. Also this
advancement has made a very positive and a remarkable
improvement, but as a coin has two sides, just as the
positive side it also has its negative impacts. But fpr now,
technology and politics cannot be seen separately.

Ques2. As you said it has both positive and negative

impacts can you please elaborate this statement of yours.
Ans2. To speak about the positive impact our politicians
use this technology/social media platforms to present a
less polished version of themselves.
And for the negative impact, These politicians also
sometimes use these platforms to create fake
controversies that further create chaos among the
voters/public.

Ques3. As our PM Narendra Modi said “To boost

entrepreneurship, science and technology is very
important” what will you like to comment about this?
Ans3. In today's scenario politicians must understand the
importance of new technology and introduce new
technological products and services to help the public

29
and for the facts Mr. Modi launched myGOV.in in July
2014 has is an online information portal that connects
government with public/citizens.

Ques4. Lastly I would like to ask that do you think Indian

politics is able to manage the growing technology.
Ans4. To a great extent politics and technology have
made a balance. But to make sure that this technology
does not create a blunder in future it should be used in a
positive way and for the betterment only and our leaders
should be well educated in a way that they can make the
optimal use of this technology.

Closing slot/conclusion: With this we end the today's

program and I would like to thank Mr.______ for joining
us. I hope the questions and confusions of our listeners
are answered. This is RJ______ signing off. Keep
listening to TIAS Radio.

30
 CHAPTER V:

ADVERTISMENT PRODUCTION

31
 TECHNOLOGY AND ITS EFFECTS ON POLITICS

Political Advertising

Definitions
Political advertising includes any advertising displays, newspaper ads, billboards, signs,
brochures, articles, tabloids, flyers, letters, radio or television presentations, digital or
social media advertising, or other means of mass communication, used for the purpose of
appealing, directly or indirectly, for votes or for financial or other support in any election
campaign. RCW 42,17A,005(36)
Mass communication: a message intended to reach a large audience through any of the
methods described above as well as periodicals, sample ballots, web sites, e-mails, text
messages, social media, and other online or electronic formats enabling the exchange of
communication. WAC 390-05-290. Sending 100 or more identical or substantially
similar letters, e-mails or text messages to specific recipients within a 30-day period is an
example of mass communication.
Political advertising does not include letters to the editor, news or feature articles, editorial
comment or replies to editorials in a regularly published newspaper, periodical, or on a
radio or television broadcast where payment for the printed space or broadcast time is not
normally required. [WAC 390-05-290]
General Requirements
 Most political advertising requires sponsor identification (a brief message that explains
who paid for the ad). The type of ad, print, broadcast, etc., determines how the sponsor ID
must be displayed.
 All political advertising about a candidate for partisan office must identify the candidate's
party preference. There are no exemptions..
 Statements about candidates in political advertisements must be truthful.
 When candidate photos appear in political ads, at least one photo must have been taken in
the last five years and it can be no smaller than the largest photo in the ad.
Political advertisements are not required to identify the office or position a candidate is
seeking.
These instructions are for political advertising that is sponsored by a candidate or has been
coordinated with a candidate. Requirements for independent advertising - advertising
that is not coordinated with a candidate - are explained in the Political Committee
Instructions.

32
As technology develops with every passing day, so does a lot of the ways
we tend to get influenced, and so does the way politics is perceived and promoted
in our society.

Political candidates use technology in many ways. Different communication channels

provided by the Internet have the power to influence the growth of different individuals in
their respective spheres. The likes of Twitter, Facebook, and YouTube are powerful
communication media platforms that can easily raise the ratings of political
candidates. Housley claims that whether we acknowledge it or not, technology is a
deciding factor in most political races. Through technology, politicians are able to access
funds, gain political pundits, and spend less on campaigning and pushing their candidacy.

One of the ways in which technology influences politics is the financial

side. Raising funds to use for campaigning is an important factor for political candidates.
It comes with the need to create a vertical response to the whole country or target region.
This is a major hurdle experienced by political candidates. The Internet aided Howard
Dean to get donations that he required to gain access to a large part of the campaign
region. By broadcasting through technological marketing, candidates get suitable donors
to support different parts of their campaigns. Publicity on the Internet is a cheap method,
as they do not have to re-publish, unlike what is provided by the print media. This is
placed in various commonly-accessed links (Housley, Par. 1).

The Internet enables politicians to use podcasting. The act of podcasting can make
anyone a journalist. Through podcasting, politicians are able to portray a journalistic
stature, thereby ensuring that the information is considered credible. Self-proclamation of
politicians through pundits is easily spread through messages. It is, however, difficult for
politicians to guarantee the integrity of the information posted. The Internet can be
accessed by anyone and podcasts can be posted by anyone. The integrity of information is
therefore difficult to preserve, hence, many potential candidates may have to establish a
verifiable connection with various achievements. All in all, gaining political publicity
through podcasts is a common but expensive method to use, Housley admits. However, it

33
is logical to assume that when correctly utilized, this is an extremely powerful political tool
that pays off completely.

According to Housley, the impact of technology is great on a given generation. The

young, educated, and affluent will relate to technological innovations. A proper
presentation will gain ratings for candidates. Using the most recent technology will surely
attract the youth. The older generation may not impact the raising of presidential bids,
especially if they are done through social media. The older generation uses the Internet
much less. The younger generation relates easily to these media platforms. This
differentiation is used by politicians to gain advantage in their political bids. Politicians
use technology to raise their bids among the youth, while traditional methods are used for
the older generation.

Another way to look at the matter is in relation to thinking about the Internet
as a tool for free advertising. It is no secret that presidential bids are the most
expensive, as they are run to cover the whole region. On the other hand, political videos
easily generate online rating gains, and such political Internet advertisement will reach the
target audience if launched properly. Individuals perform the needed publicity as each
person shares the video, and so on. The extra generated videos are not paid for, while on
social networks even the original posting is free.

It is clear that gaining political publicity through the use of technology has become easier,
especially since technological devices are so accessible and widespread. The article
analysed is prudent in arranging technological tools into separate groups that work as a
effective means of communicating between a political figure and the target audience.
However, with the use of the Internet, any political figure can become recognizable within
just a few minutes. In only a few hours, public opinion on a particular political figure is
already formed within one of the social groups of voters. Not just the good, but also a bad
reputation can be formed in a blink of an eye using modern technology. It often happens
that the bad “gossip” spreads much faster. With the huge impact that technology has on
societies and public opinion in particular, it is crucial to be cautious in the use of
information about any political figure, or you risk making a positive advertisement into a
negative advertisement with just one click.

ADVERTISEMENT PRODUCTION

Campaigning is done through Medias, newspapers and radios. By ruling of The Cable
Television Network Rules of 1994, political advertisements were prohibited. However, a
Supreme Court ruling in 2004 dictated that one may apply for an advertisement to be
displayed on TV, but it must be approved by a committee created by the Chief Electoral
Officer; the committee consists of The Joint Chief Electoral Officer, a Returning Officer,
and one expert. Additionally, the committee will only consider advertisements from
registered political parties or groups or organizations whose headquarter are in the
National Capital Territory of Delhi. This model was also spread to other states; they are to
have a committee consisting of a Joint Chief Electoral Officer, a Returning Officer, and one
expert. Just as with Delhi, the other territories are to consider applications from registered
political parties or groups or organizations whose headquarter are in the territory. In all
cases, the Returning Officer is the one who considers applications for advertisements.

34
Additionally, there is a committee within every state, designated by The Chief Electoral
Officer, to handle and complaints. This committee consists of The Chief Electoral Officer,
an observer, and an expert. In addition to these 2004 decisions, it was decided in 2007
that these procedures would be extended national parties for the elections in the states of
Gujarat and Himachal Pradesh.
The parties are not permitted to take funds from corporate houses and the funds of the
parties are non- taxable. The election commission which conducts the election sets out the
rules and regulations for every election and enforces these rules as well. For example, all
political parties have to stop campaigning forty eight hours before the election. Similarly
politicians facing criminal charges are often disqualified and communal content in
speeches are also not permitted.

HOW POLITICAL CAMPAIGNING IS DONE.

Campaign Apparatus and Forward Planning

The first thing to know is that political ads aren’t spontaneous.

Campaigns establish relationships early in the election cycle with media strategy
companies that will be responsible for actually making the ads, said ABC News’ Chief
Political Analyst Matthew Dowd.

By the time a candidate’s commercial gets to air, “you’ve already had these people on
board for a while,” he said.

Also sitting at the table, in most cases, is a media buy firm, which will be responsible
for buying the airtime from television stations around the country.

“The media buy firm is part of the conversation from the beginning,” Dowd said,
explaining that campaigns give these firms a target audience and the firms then buy
airtime on channels and during times of day that will most likely reach those
demographics.

“A campaign wants to reflect its message where it’s going to be most effective,” Doug
Heye, a Republican strategist, told ABC News. “What it talks about and what it
emphasizes may be different in different places.”

As the election moves forward, the campaign’s chief strategist “is the person who is
broadly responsible” for deciding how and when an advertisement will be released,
said Dowd, who played that role in George W. Bush’s 2004 campaign.

35
Crafting a Message

Using polls and focus groups, the strategist and other campaign officials get a broad
idea of the message that they want to send to voters.

Dowd described it as, “This is what we want to say about ourselves, and this is what
we want to say about our opponent.”

In 2004, he said, the campaign decided early on that its broad messaging strategy was
to paint George W. Bush as a strong, decisive leader and John Kerry as a weak flip-
flopper.

Heye said that messages should really focus on the ethos of the campaign.

“While polling and things like that are important, ads often come from -- and should
come from -- what the candidate’s reason for running is,” he told ABC News.

Once a campaign has a broad idea of its message, it will then consider specific
messages that fit within that framework.

The campaign then contacts the media firm or firms and solicits creative ideas for the
specific message they have in mind, Dowd said.

The firms then bring them back proposals and scripts, and from those the campaign
will greenlight an idea for production.

“Depending on the structure of the campaign, the ad can go through several edits,”
Heye said.

Production and Going to Air

Production generally falls into two categories: ads made from archive footage, or ads
made by filming the candidate or surrogates for the candidate.

“If it's an ad where you’re compiling footage, that goes very quickly,” Heye explained.
“If you need the candidate in the ad, you have to block out the candidate’s time, where
they are, and that can add to the time frame.”

The strategist said that often a candidate’s spouse will have input, especially when it
comes to whether he or she appears like their authentic selves on television.

36
If there’s a time a focus group can be assembled to see how the advertisement would
play with a target audience, but this is not often the case, Dowd said.

Once final approval is given, the ad is handed off to television stations and appears on
your screen at home.

While the process seems straightforward, Dowd said, “You’re planning this out weeks
and months in advance,” and “usually there’s a long planning process.”

What is political advertising?

Political advertising is advertising that attempts to influence or comment upon a matter
which is currently the subject of extensive political debate.
Political advertising includes advertising or marketing communications about a political
party, representative or candidate, advertising about political issues or issues of public
interest, and advertising in relation to government policies (whether published/broadcast
by the government or someone else). Advertising by Government, political parties, lobby
groups and other interest groups may fall into this category.
Political advertising does not necessarily include all advertising by governments or
organisations that are at times involved in the political process, such as lobby groups or
interest groups. Such advertising may be regarded as informational or educational rather
than political, as determined on a case-by-case basis and complaints about these
advertisements which raise issues under section 2 of the AANA Code of Ethics may be
considered by the Ad Standards Community Panel.
Political advertising includes but is not limited to election advertising. The number of
complaints received about political advertising often increases during election periods.

What is election advertising?

Advertising or marketing communications are generally regarded as “election advertising”
where they contain material intended or likely to affect voting in an upcoming election.
Election advertising is not necessarily limited to advertising by parties or candidates
contesting an election and may include advertising outside of an election period where
there is a relevant connection to an election. Generally, it will not include government
information or education campaigns outside of an election period.
In determining whether an advertising or marketing communication is “election
advertising”, regard may be had to the provisions of the Broadcasting Services Act 1992,
Commonwealth Electoral Act 1918 and State/Territory electoral legislation relating to
election matter and electoral advertising. For advertising in the non-broadcast media, the
presence of an authorisation required under the Commonwealth Electoral Act (or
State/Territory electoral legislation) will be a relevant consideration. For broadcast
advertising, the Broadcasting Services Act requires an authorisation for all political
matter, not just election advertising, and as a result will not be a determinative factor.

37
Truth in political advertising
Many public complaints regarding political advertising raise issues about the truth and
accuracy of the advertisement, in particular concerns that the advertising is misleading.
The Community Panel considers complaints under Section 2 of the Code of Ethics, which
does not cover matters of truth and accuracy.
Ad Standards ordinarily refers public complainants with concerns about the truth or
accuracy of advertisements to the Australian Competition and Consumer Commission
(ACCC) or the State/Territory consumer affairs/fair trading body. However, although
these organisations deal with claims of false and misleading advertising, their jurisdictions
are limited to matters involving trade and commerce and do not extend to political
advertising.
Currently, there is no legal requirement for the content of political advertising to be
factually correct. Complainants are advised to raise their concerns with the advertiser
directly and/or with their local Member of Parliament.

Offensiveness in political or election advertising

Complainants may also raise issues about the offensiveness of political advertising,
pertinent to Section 2 of the Code.
Where the complaint relates to an advertising or marketing communication that may be
regarded as political or election advertising, the complaint will usually not be forwarded to
the Community Panel for its consideration. The adjudication of complaints about political
and election material is outside the charter of the Community Panel.
Political and election advertising is not considered by the Community Panel under Section
2 for several reasons:

 The advertising self-regulation system was established as an industry initiative with

the objective of regulating commercial communications, not advertisements
containing political claims aimed at influencing the political process.
 It is important to the Community Panel’s integrity that it is seen as an impartial
adjudicator free from perceptions of political bias.
 Adjudicating on complaints about election advertising could be regarded as unduly
restricting the implied constitutional freedom of political communication or
interfering with the political process.
 Opening up the system to political advertising could invite spurious claims and
nuisance complaints that may cause disruption to the normal political process and
an inappropriate drain on limited industry resources.

In our view, it is not possible to make decisions about whether a political or election
advertisement breaches the Code without the potential for being seen to be taking a
political viewpoint.
Other forms of advertising by governments and organisations that are at times involved in
the political process may be regarded as informational or educational rather than political.
Complaints about such advertising may be referred to the Community Panel for
consideration provided they are not regarded as political advertising and they raise issues
under section 2 of the Code.

38
Other organizations that regulate political or election advertising
Other organizations that may be of assistance in regard to political or election advertising
include:

 The Australian Communications and Media Authority (ACMA) – The ACMA has
responsibility for the regulation of political and election matter in the broadcast
media under the Broadcasting Services Act, although this does not extend to
matters of truth and accuracy or defamatory statements. ACMA has published
further information on broadcasting and communication of political and election
matter which provides further guidance and is available on its website.
 The Australian Electoral Commission (AEC) – the AEC has responsibility for the
regulation of election advertising under the Commonwealth Electoral Act. The
AEC’s role includes ensuring that electoral advertisements are properly authorised
so that electors can know who is responsible for the statements contained in them.
The AEC has no role or responsibility in deciding whether political messages
published or broadcast in relation to a federal election are true or untrue. The AEC
has published an Electoral Backgrounder on Electoral Advertising, available on its
website.
 The relevant State/Territory Electoral Commission – the State/Territory Electoral
Commissions are responsible for matters including authorisation of election
advertising.

Complainants should be aware that Ad Standards is an industry funded body. It is

inappropriate for Ad Standards to assume jurisdiction over the content of political
advertising in the absence of Government support for such advertising to be regulated.
Complainants may wish to raise concerns with their local Member of Parliament.

https://www.theindianwire.com/social-media/facebook-launches-two-new-india-specific-
tools-ahead-lok-sabha-elections-113219/

https://www.theindianwire.com/politics/facebook-expanding-fact-checking-india-ahead-
general-election-101096/

https://www.theindianwire.com/social-media/twitter-ads-transparency-centre-goes-live-
india-ahead-general-elections-109749/

39
Facebook launches two new India-speci c tools
ahead of the Lok Sabha elections
By Mohammad Farhan - March 27, 2019

As the Lok Sabha elections are drawing near, social media

companies are taking various steps in order to ensure smooth
flow of polling by introducing features and tools to curb
misinformation on their platforms. WhatsApp launched the
second leg of its “Share Joy, Not Rumours” education
campaign in order to ensure responsible use of its platform
before Lok Sabha elections. Now, Facebook has launched two
new India-specific tools to boost civic engagement on its
platform — Candidate Connect and Share You Voted.

The first feature named ‘Candidate Connect’ will help users to

learn more about the candidates, while the second ‘Share You
Voted’ tool is introduced for users to share polling information
and enable people to celebrate and announce their vote.

The questions listed under the ‘Candidate Connect’ feature are

a result of Facebook’s locally conducted consumer research
programme.

Samidh Chakrabarti, Facebook India’s Director of Product

Management for Civic Integrity, announced in a statement that

40
 “We have more than tripled the team working on safety and
security to 30,000 people, introduced unprecedented
transparency requirements for political advertising, improved
our ability to detect and remove fake accounts and stepped up
our efforts to fight false news and misinformation.”

According to Facebook, voters in India would be able to watch

20-second videos of candidates from their respective
constituencies, through a bookmark in their settings as well as
through a message in their News Feed.

“We aim to better equip our users as they look forward to

participating in the political process of the country,”
Chakrabarti further added.

Both the tools will be made available in 12 Indian languages to

improve the reachability of the features.

Meanwhile, WhatsApp has launched a second variant of its campaign in order to curb
fake news circulation on its
Adding to the earlier TV, print and radio ads, the new
campaign would educate users on the controls available on
WhatsApp in order to empower users to stop the circulation of
fake news and misinformation, the company said in a
statement.

The first phase of the campaign effectively reached hundreds

of millions of users in India across both rural and urban areas,
claimed the company, adding that the messaging platform is
building up on the campaign with a second-round focused on
ensuring a safe election process.

41
WhatsApp launches second campaign to curb fake
news circulation ahead of Lok Sabha elections
By Mohammad Farhan - March 26, 2019

WhatsApp on Monday launched the second variation of its

“Share Joy, Not Rumours” education campaign to encourage
the responsible use of its platform before Lok Sabha elections.

Adding to the earlier TV, print and radio ads, the new
campaign would educate users on the controls available on
WhatsApp in order to empower users to stop the circulation of
fake news and misinformation, the company said in a
statement.

The first phase of the campaign effectively reached hundreds

of millions of users in India across both rural and urban areas,
claimed the company, adding that the messaging platform is
building up on the campaign with a second round focused on
ensuring a safe election process.

42
“Proactively working with the Election Committee and local
partners for a safe election is our top priority. Expanding our
education campaign to help people easily identify and stop
malicious messages is another step towards improving the
safety of our users,” said Abhijit Bose, Head of India, and
WhatsApp.

Facebook-owned messaging platform’s digital literacy

partners, including DEF and NASSCOM, would be sharing
these videos to grow awareness among people while the print
ads are developed in order to remind users on how to spot,
verify and stop the circulation of misinformation that can
cause harmful outcomes during the sensitive period of polling.

Over the years, WhatsApp has introduced various changes to

its platform, including labeling forwarded messages so users
know when a message is not sent to them by their immediate
contact and limiting the amount of time a message can be
forwarded.

Moreover, WhatsApp also bans accounts that engage in an

unwanted automated activity.

WhatsApp, like other social media platforms, will have to take

into account any request from the Election Commission of
India to take down content within three hours during the 48-
hour period before voting days.

43
DoT starts crackdown on offensive WhatsApp
content, launches feature for users to report
By Mohammad Farhan - February 23, 2019

The Department of Telecommunications (DoT) has opened a

channel where users can report vulgar and offensive messages
they received on WhatsApp, a senior government official said
Friday.

“If anyone is receiving abusive/offensive/death threats/

vulgar WhatsApp messages, please send screenshots of the
message along with the mobile numbers at ccaddn-
dot@nic.in,” telecom department’s controller of
communications Ashish Joshi said in a tweet. “We will take
it up with the telecom operators and police heads for
necessary action,” he added.

44
 Ashish Josh i
@acjosh i

If anyone is receiving abusive/offensive/death threats/ vulgar

whatsapp messages ,please send screen shots of the message
along with the mobile numbers at ccaddn-dot@nic.in

We will take it up with the telecom operators and police heads for
necessary action.

cc @Secretary_Do T
2,858 10:32 - 22 Feb 2019

2,002 people are talking about thi s

The development comes in the wake of some journalists

receiving death threats on their
WhatsApp. The DoT received complaints from people about
the issue and decided to send a letter to telecom operators
asking them to take immediate actions against their
subscribers who are sending such messages, given that the
license of the operators prohibits their users from sending
objectionable, obscene or unauthorized content in any form
on the network.

The center, too, had suggested the network operators open up

a dedicated call center or helpline to receive complaints
against such messages since the bear the responsibility of the
kind of content that is being shared through their carriage.

45
Facebook is Expanding Fact-Checking in India
Ahead of the General Election
By Mohammad Farhan - February 12, 2019

Facebook has been making modifications and introducing new

rules to its platform ahead of the upcoming general elections
in India. Facebook Inc. is expanding its fact-checking network
in India in order to curb the circulation of fake news and
misinformation as the world’s largest democracy prepares for
a general election that must be held in May, the US-based
social media giant said on Monday.

46
“We are committed to fighting the spread of false news on
Facebook, especially ahead of the 2019 General Election
campaign season,” Manish Khanduri, Facebook India’s news
partnership head, said in the statement.

The upcoming election will see an intense and close fought

battle between Prime Minister Narendra Modi’s Bhartiya
Janta Party and its opposition Congress party and its regional
allies.

Last week, Facebook revealed that it was introducing stricter rules for
political ads in India.

Now, Facebook is looking forward to strengthening the fact-

checking programme in order to verify the accuracy of stories
and prevent misinformation from spreading.

Facebook has added five new partners, including the local

media house India Today, to the factcheckers network, taking
the total number to seven, the statement said.

The programme has been expanded to cover more regional

Indian languages, so now it will now cover English along with
five other local languages, the statement added.

India is one of Facebook’s largest market and its messaging

app WhatsApp has more than 200 million users in the country,
chiefly because of the data revolution in the country after the
advent of India.

Social media platforms in India have been subjected to push

political agenda every now and then but above all, recently,
the platforms have been used to circulate fake news and
misinformation throughout user base which has often resulted
in real-world violence.

47
CHAPTER VI: TABLOID

48
49
50
51
52
53
54
 CHAPTER VII:

PUBLIC RELATION CAMPAIGN

PUBLIC RELATION CAMPAIGN ON IMPACT OF TECHNOLOGY IN INDIAN

POLITICS

INTRODUCTION

The rise of technology in politics has undoubtedly increased over the years.
In early times, politics use to have access over traditional media through which it
use to gather information. But, with the invent of technology, we are living in a
digital era. Therefore, politics too has adopted this digital culture and is
flourishing. Let’s start off from a general perspective, during an
election campaign, there are various beliefs, viewpoints and even accusations
thrown around that can overwhelm an undecided voter. But thanks to the rise of
the internet, voters have a wealth of information at their disposal,
this information they can use to gain a deeper understanding of the candidates,
their histories, and beliefs and make an informed decision.

Social media channels such as Facebook and Twitter have worked as

invaluable resources for politicians. Politicians can use these platforms to present
a less polished version of themselves and instead present themselves as down to
earth relatable individuals. This can then work to endear themselves to the voting

55
public, which may subsequently entice viewers to vote for them. Moreover,
political candidates can use platforms like Twitter to express opinions they may
not be able to say within more traditional media channels such as on TV or in the
press. Social media can be a politician’s best friend and their worst enemy.
Candidates are aware of the fact that everyone they meet along their campaign
trail has a smartphone they can use to catch them at the worst for the public’s
amusement and become popular for all the wrong reasons. To prevent this from
happening politicians know they need to be extremely careful to not do anything
that causes unwanted attention from the world. However, more often than not, it
is the mundane actions they think they are safe to do that catches our eye.

Finally, simply using existing technology is not enough; politicians must

understand the importance of new technology and introduce new technological
products and services in order to help the public. For example Indian Prime
Minister, Narendra Modi launched MyGov.in in July 2014, an online information
portal that allows Indian citizens connect with the government to air their issues
and ensure good governance. Alongside this, in his September 2015 visit to the
Silicon Valley he met with serial inventor Elon Musk to discuss technology that
could improve the lives of those in rural areas of India.

Through having a clear focus on technology, Modi has presented himself as a

forward thinking leader as it is clear to see that he understands how new
technology can be used to help Indian citizens. While politicians do not
necessarily need to promise to carry out the same technological initiatives
undertaken by Modi, it is nonetheless important for politicians to introduce new
technology specific policies for the betterment of the public they wish to serve.

Overall, it is hard to deny the influence technology can have in politics, the ways
listed here helps show the various technological topics contemporary politicians
need to consider when running for office. And with new technology being
developed at a rapid rate, the influence of technology in politics can only grow.

In conclusion, with the advent of technology in politics it has considered to be a

boon in the Indian social development.

56
OBJECTIVES OF THE CAMPAIGN :-

1. To highlight mission and values of politics in India.

2. To provide free education about role and impact of technology in indian
politics.
3. in order for the programme to successfully create behavioural change.
4. To improve their knowledge over ethical use of technology I n politics.
5. Solve the queries and build up good relationship with public and media.

EXECUTION OF PR CAMPAIGN :-

Tecnia institute of advanced studies conducted a PR campaign on The Impact of

Technology In Indian Politics with the aim of educating students and media
persons. The aim of this campaign was to successfully create behavior change by
teaching students about the importance of technology in indian politics. So, we
decided & implemented a 1 day educational program.

The campaign was conducted on 5th April‘ 2019 at Tecnia institute of advanced
studies, Rohini. There were 10 members in our group who joined hands in
educating students about the impact of technology in indian politics.

Execution of the campaign took place as described below :-

DATE - 5th April’ 2019

VENUE- TECNIA INSTITUTE OF ADVANCED STUDIES, ROHINI

TIMINGS - 10:00 AM Onwards

57
● In the initial phase of the campaign, all the members assembled at the
Auditorium and started the session by introducing themselves to the
students.

● After that, lesson was taken by the a volunteer, where he presented

information about the impact of technology in indian politics.

● A documentary was shown to the audience in order to make them

understand about how technology has evolved political culture of india.

● A motivated and inspiring speech was given by the head of our group
member.

● In the segment, broachers were distributed among the students along

with a feedback form so that we could understand what they learned
from the session and analyse our PR campaign.

● At last, refreshments were served to the students and vote of thanks

was given to all the faculty members who contributed their efforts in
making this campaign a huge success.

58
 PRE PRESS RELEASE

Media conference on the impact of technology in indian politics.

Date-5th April 2019

Time-10:00 A.M

Venue - Tecnia institute of Advanced studies

New Delhi, 5th April 2019

Tecnia group is conducting a ―Media conference on the impact of technology in

indian politics for students. The campaign will be conducted at Tecnia
auditorium, Tecnia institute of advanced studies, Rohini 10:00 A.M onwards. We
will discuss how digital media has changed politics for good. The aim of
conference is to improve the knowledge and solve all the queries of the students
related to the topic.

RSVP

Palak Sethi

9582421095

59
Palaksethi36@gmail.com

POST PRESS RELEASE

Media conference on the impact of technology in indian politics.

Date-5th April 2019

Venue- Tecnia institute of Advanced studies

New Delhi, 5th April 2019

Today, Tecnia institute of advanced studies, Rohini organized a conference for

students at 10:00 A.M- 02:00 P.M., on the topic, how technology has impacted
indian politics. In the beginning of the campaign all members & dignities
introduced themselves to the students. Then, the briefing was given on the topic,
volunteers came one by one and explained how relevant it is to cope up with
technology and how politics have emerged in its field. Related to this, The
documentary was shown to audience to make them understand better about the
topic. A motivated and inspiring speech had been given by the head of our group
member. And after all that the refreshments were served among the students and
special thanks was given to all the faculty members of the institute who made this
campaign successful as a whole.

RSVP

60
Palak Sethi

9582421095

Palaksethi36@gmail.com

BUDGET

INCOME AMOUNT EXPENSES AMOUNT

Money RS- 2000 Refreshments RS- 1000

collected by

all the
members.

Broachers RS- 300

Media kits 700

TOTAL RS-2000 TOTAL RS-2000

61
MINUTE TO MINUTE
DATE: 5th April,2019

TIME: 10:00-2:00 P.M.

VENUE: TECNIA INSTITUTE OF ADVANCED STUDIES, ROHINI

TIME EVENT

1O:00 A.M. Assemble at the institute.

10:30 – 11:00 A.M. Introducing the concerned topic to the students.

11:00 – 12:00 A.M. Started conducting lessons on the impact of

technology in indian politics.

12:00 – 1:00 A.M. Presentation session.

62
1:00 – 1:30 A.M. Closing interaction of head with the students.

1:30 – 2:00 A.M. Distribution of broacher to the students.

CHAPTER VIII:
63
 ADVERTISMENT CAMPAIGN

INTRODUCTION

The continued growth of technology has had a significant impact on

the political ratings that candidates achieve.

Political candidates use technology in many ways. Different

communication channels provided by the Internet have the power to
influence the growth of different individuals in their respective
spheres. The likes of Twitter, Facebook, and YouTube are powerful
communication media platforms that can easily raise the ratings of
political candidates.Housley claims that whether we acknowledge it or
not, technology is a deciding factor in most political races. Through
technology, politicians are able to access funds, gain political pundits,
and spend less on campaigning and pushing their candidacy.

One of the ways in which technology influences politics is the

financial side. Raising funds to use for campaigning is an important
factor for political candidates. It comes with the need to create a vertical
response to the whole country or target region. This is a major hurdle
experienced by political candidates. The Internet aided Howard Dean to
get donations that he required to gain access to a large part of the
campaign region. By broadcasting through technological marketing,
candidates get suitable donors to support different parts of their

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campaigns. Publicity on the Internet is a cheap method, as they do not
have to re-publish, unlike what is provided by the print media.

The Internet enables politicians to use podcasting. The act of

podcasting can make anyone a journalist. Through podcasting,
politicians are able to portray a journalistic stature, thereby ensuring that
the information is considered credible. Self-proclamation of politicians
through pundits is easily spread through messages. It is, however,
difficult for politicians to guarantee the integrity of the information
posted. The Internet can be accessed by anyone and podcasts can be
posted by anyone. The integrity of information is therefore difficult to
preserve, hence, many potential candidates may have to establish a
verifiable connection with various achievements. All in all, gaining
political publicity through podcasts is a common but expensive method
to use.

However, it is logical to assume that when correctly utilized, this is an

extremely powerful political tool that pays off completely.

The impact of technology is great on a given generation. The young,

educated, and affluent will relate to technological innovations. A
proper presentation will gain ratings for candidates. Using the most
recent technology will surely attract the youth. The older generation
may not impact the raising of presidential bids, especially if they are
done through social media. The older generation uses the Internet much
less. The younger generation relates easily to these media platforms.
This differentiation is used by politicians to gain advantage in their
political bids. Politicians use technology to raise their bids among the
youth, while traditional methods are used for the older generation.

Another way to look at the matter is in relation to thinking about

the Internet as a tool for free advertising. It is no secret that
presidential bids are the most expensive, as they are run to cover the
whole region. On the other hand, political videos easily generate online
rating gains, and such political Internet advertisement will reach the
target audience if launched properly. Individuals perform the needed
publicity as each person shares the video, and so on. The extra

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 generated videos are not paid for, while on social networks even the
original posting is free.

It is clear that gaining political publicity through the use of technology

has become easier, especially since technological devices are so
accessible and widespread. The article analyzed is prudent in arranging
technological tools into separate groups that work as a effective means
of communicating between a political figure and the target audience.
However, with the use of the Internet, any political figure can become
recognizable within just a few minutes. In only a few hours, public
opinion on a particular political figure is already formed within one of
the social groups of voters. Not just the good, but also a bad reputation
can be formed in a blink of an eye using modern technology. It often
happens that the bad “gossip” spreads much faster. With the huge
impact that technology has on societies and public opinion in particular,
it is crucial to be cautious in the use of information about any political
figure, or you risk making a positive advertisement into a negative
advertisement with just one click.

OBJECTIVE OF ADVERTISING CAMPAIGN

This ad campaign is purely based on the topic ‘study on impact of
technology in indian politics’. This ad campaign covers all the
aspects related to this topic.

➢ To enable the politicians to use podcasting .

➢ To increase political applicants through social networking sites.

➢ Solve the queries and build –up good relationship with public and
media.

➢ To enable political figures to access resources, obtain political

commentators and invest less on campaigning and forcing their
candidature.

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➢ To providing facilities for proper education and training of persons
in the profession of journalism.

➢ To promoting technical or other research .

➢ To give a hold in public hands.

STRATEGY FOR ADVERTISING CAMPAIGN

1. The strategy of this campaign is divided in four parts online
marketing, onground campaign, print media and electronic media.

2. Online marketing will be done on social media platforms like

Instagram, twitter, facebook.

3. Press conference will be organized, promotion will be done through

banners and pamphlets distribution.

4. Advertisement will be published in newspapers like Hindustan

Times.

5. Electronic media is also a good source for promotion, ads will be

telecasted on various channels.

EXECUTION OF ADVERTISMENT CAMPAIGN

Online Marketing –

● Marketing on Instagram

● Marketing on Twitter

● Marketing on Facebook

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● Promoting through web page

● Online banner

● Other online sources

On-ground campaign-

● Preparing Poster for media groups

● Organizing press conference

● Pamphlet for distribution in media collages and media groups

● Banners for roads

● Other print

Print media

We will give advertisement in newspapers like Hindustan times.

Electronic media

We will give advertisement in radio, television organize and posting

advertisements in tv channales or making programs.

Minute to minute

Date: 9th April 2017

Time: 10:00AM – 12:30PM

Venue: Tecnia auditorium, madhuban chowk, delhi

10:00 – 10:15 Assemble all the dignities of media and journalism

students.

10:00 – 10:15 Anchor introduce the motive of seminar.

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11:00 – 11:30 discussion on the topic

11:30 – 12:00 Break

12:15 – 12:30 Query(or problem) session by all the dignities and

students.

PROGRAMME AND VENUE DETAIL:

Programme: Seminar to know the impact of technology in indian
politics.

Target audience: Media students and media groups.

Purpose: To improve their knowledge about the technology in Indian

Politics.

Proposed budget: Rs.50000

Venue: Tecnia auditorium, Madhuban Chowk, Delhi

Date: 9th April 2017

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BUDGET

Method Total
Spend
Website search engine marketing Rs.3000
Facebook ad./Social Media Rs.4800
Organizing the press conference Rs.2000
Video advertising Rs.10000
Newspaper ads. Rs.8000
Promotion through print media Rs.15000
Radio Advertising Rs.7000
Seminar Rs.50000
Door to Door Advertising Rs.6000
Total Rs.105800

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CHAPTER IX: WEBSITE

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 Website

Homepage

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CHAPTER XI: REFERENCE

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3. Dr. Atanu Mohapatra (2013), “Lokpal and the role of media in propping up anticorruption
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Singapore
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No. 1 • Spring 2011
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11; June 2013
12. Schipul, E., & Keeney, D. (2011). War of words: Social media's role in provoking
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mantra-in-india/
14. http://www.policymic.com/articles/19998/how-facebook-changed-politics-forever

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