Communication approach: PM Modi shows the way




VIEWPOINT
AMITABH SHUKLA

For the first time after he became the Prime Minister of the country, Narendra Modi entered into a dialogue with the citizens of the country through the future generation. Though Modi may be technically addressing and interacting with the schoolchildren, the entire country was listening to each and every word he said on news channels, as almost all were bringing it to the people live.

While the address on Independence Day started the direct communication with the people, it was nevertheless a monologue. But the one on Teacher’s Day was a dialogue, a conversation in which the kids asked him what they felt like. The outcome of both was mesmerising even for those who had apprehensions about Modi’s governance. They realised that for the first time, the country had a Prime Minister who reaches out to the people and talk to them in a language they want to hear. I am not privy to the TRP figures of Modi’s address on Teacher’s Day but it was undoubtedly, one of the highest like popular programmes and cricket matches.

There has been certain criticism like the expenditure incurred on the entire programme and the children being asked to come to schools at an inconvenient time. But then, there is hardly anything  in the world which cannot be critically looked at. Let the critics do their job, think from the perspective of an Indian Prime Minister hammering across the concept of nation building to impressionable minds. You simply cannot look at everything from a political eye.

Modi clearly demonstrated that he is a man of the masses as millions were glued to each and every word he said. Like the Independence Day speech, he touched the raw nerves of the people through his use of this direct medium, speaking extempore and outlining the vision of the Government. It was a fresh breeze as people of the country had forgotten that the Prime Minister speaks.

The mass contact event on Teacher’s Day has now made politicians think what they had not been doing all these years. I talked to some Congressmen and they may disagree with Modi but appreciated the way he has established a direct rapport with the people by effectively using the medium of communication.  He struck the right notes as he laughed with the students, chatted with them, recounted events from his childhood and made sure that the message has been sent across.

The sheer size of the audience was mind-boggling and there is no single family across the country where his message has not gone. One estimate had it that around 75 per cent of the people of the country either heard him that day or were told by their kids about it.

After his address,  Modi took questions from the students, including some which many journalists want to pose to him. These were related to his thoughts on becoming Prime Minister and the buzz in Lutyen’s Delhi that he acted like a headmaster.

I fail to understand the critics who saw politics behind the move. Was breaking ice with students and teachers politics? Then exhorting children to play and sweat a lot, read biographies of great personalities, save electricity, need of building toilets in every school to prevent girl students from dropping out could only help the children understand better and get a perspective.

Though there were reservations initially and even negative feelings in parents and school administration, with his outreach Modi managed to overcome it. I too thought that my daughter would be inconvenienced and she could hear the speech sitting at home. But when he finished speaking, I was convinced of the move as my daughter came home learning things which she otherwise takes for granted.

Though Twitter cannot be the only criteria of judging an event in a country as vast and diverse as ours, but gives ample indication. As Modi was speaking and soon after he finished, the entire cyber world was full of positive reactions. I hardly found any critical expression, one complaining that he could not even go to the loo as he was mesmerised by the programme. There were only adjectives flowing on Twitter… Awesome, encouraging, historic, memorable, motivational, outstanding, inspirational, great, masterpiece, act of nation building…

Many politicians are thinking loud now. “Why couldn’t we think of doing something like this when we were in power,” a Congress leader told me. They feel that it was a question of idea in which they could not visualise how effective a direct communication can be with the citizens of the country.

Earlier, people used to watch presidential debates on television in the United States and wonder why couldn’t a similar practice be started in our country. That may be a far cry here. But time has come where communicating with the people directly would be a great advantage for any political leader. Modi has shown the way and this seems to be the only way for all time to come. (September 8, 2014)

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