In a bold move that’s stirring the digital pot, the BJP-led government in Uttar Pradesh has unfurled a New Social Media Policy aimed at harnessing the clout of social media influencers across platforms like Instagram, X (formerly Twitter), and YouTube. With promises of payments reaching up to ₹8 lakh per month, this policy isn’t just a drop in the ocean; it’s a wave designed to flood the social media landscape with pro-government content.
Here’s how it works: influencers, depending on their follower count, can sign up for this lucrative deal. Once registered, they’ll be tasked with crafting content that shines a spotlight on the achievements and schemes of the Yogi Adityanath government. But this isn’t just about spreading the good word; it’s about crafting a narrative, one post, tweet, and video at a time.
However, this policy isn’t without its teeth. It comes with stringent measures against what’s deemed ‘objectionable content’, potentially leading to severe repercussions for influencers and platforms alike. This dual approach of carrot and stick has sparked a debate that’s as viral as the content these influencers produce.
Flashback to Rajasthan, where a similar strategy was deployed before the state elections, with less than stellar results for the then-ruling Congress. Yet, Uttar Pradesh marches on, perhaps hoping that the digital winds will blow in their favor, influencing not just the locals but also casting a wider net across India and beyond.
Politicians Opinions and reaction
A cocktail of applause and criticism. The opposition, including parties within the I.N.D. Alliance, cry foul, labeling the policy as manipulative and an affront to free speech. They argue it’s a veiled attempt to control the narrative, to paint over any dissent with broad strokes of propaganda.
On the flip side, supporters from the NDA and its allies commend the initiative. They see it as a dual-edged sword: not only disseminating information about government initiatives but also purportedly opening up job avenues for influencers.
Expert’s opinions
But here’s where skepticism creeps in. Experts weigh in, suggesting that this policy might not create new job opportunities as claimed. Why? Because it targets influencers who are already swimming in deep financial waters, with earnings in lakhs to crores. These aren’t new jobs; it’s more like a bonus for the already successful.
So, what’s the real takeaway from Uttar Pradesh’s influencer policy? Is it an innovative approach to governance in the digital age, or a sophisticated means of narrative control? The debate rages on, but one thing is clear: in the battleground of public opinion, Uttar Pradesh is playing for high stakes, and influencers are the new pawns in this game of digital chess.
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