Though social media may not be a substitute for traditional means of campaigning, West Bengal politicians, with an eye on the ensuing Lok Sabha polls, are increasingly resorting to the digital medium and connecting to the public, particularly young voters, through new-age communication platforms like Twitter and Facebook.
West Bengal's ruling Trinamool Congress, which is aspiring to be a national party, has now launched a dedicated website as also Twitter and Facebook accounts solely aimed at promoting party supremo Mamata Banerjee as a national leader.
Days after Banerjee declared her Trinamool to be the only alternative for the country and got social activist Anna Hazare to endorse her national ambitions, the party launched a website "mamata4india" with "Mamata Banerjee goes national" as its tagline.
Besides the website, it also launched official accounts on Youtube, Facebook and Twitter aimed at projecting and promoting the party at the national level.
"The new initiative is aimed at reaching out to the audience at the national level. We already have an official website. Besides, our chairperson is active on Facebook, but through these new offerings we intend to reach out to the whole country advocating why Trinamool is the only option for the people," the party's national campaign chief, Vinod Singh, told IANS.
"We are putting a key focus on the 17-point development agenda envisaged by Ana Hazare and it is imperative that the wider audience gets up close with Banerjee," Singh added.
However, Banerjee's political rivals are not amused, and described the initiative as a "futile gimmick".
"It is ridiculous to think that by just enhancing presence in the social media, she or the Trinamool will become nationally relevant. Having followers in the virtual world doesn't make you a national leader. It's a futile gimmick which will not yield any result," said BJP leader Tathagata Roy, an active Twitter user.
It's not only the Trinamool or Banerjee. The proliferation of the internet, computers and smartphones in the past few years has prompted others also to take notice of the online media.
Veteran leader Somen Mitra, who recently quit as a Trinamool MP and joined the Congress, too has forayed in the social media arena.
"This is the best platform to directly connect with the youth who can express their problems and direct their urgent requirements to me," said Mitra as he admitted he was late in joining the medium.
While Marxist leaders like former state minister Nirupam Sen, Rajya Sabha MP Ritabrata Banerjee and Rabin Deb are active on Facebook, the CPI-M too joined the Twitter bandwagon, incidentally on the day when, mentored by leaders of the Left and regional parties, a non-Congress and non-BJP front took shape.
Taking notice of the increased use of the social media, the Election Commission laid down guidelines to regulate campaigning on social media, mandating the political parties and candidates to account for every penny spent, besides extending the application of the model code on content posted on the internet.
Political analyst Anil Kumar Jana, however, feels the social media may not be an effective tool for campaigning because of the digital divide.
"The number of internet users has been steadily increasing and people do get influenced through online campaigns, but it targets only the urban population, many of whom are disenchanted with politics and do not vote," Jana told IANS.
"However, with a fairly good number of first time voters this year many of whom have access to internet, the social media does allow the parties to influence them," said Jana adding that the campaigns continue to be centered around public rallies and print, television and radio advertising.
Asserting that the Trinamool's latest bid to reach out to youngsters will not yield any electoral benefits, Congress leader Om Prakash Mishra described the social media as a double-edged sword.
"Social media is like a double-edged sword, if it allows you to reach and interact with the common man, it also exposes you to greater scrutiny and even condemnation," Mishra opined.
Even as political leaders and parties jostle out in the virtual world to reach out to the youth, some among the younger generation are not amused.
"We are not fools, people will always match up with what you said and what you did. No matter how much you publicise, social media cannot bridge the gap between deeds and words," said a college student.
Echoing her views, another student said: "Politicians say social media allows them to interact with youngsters, but I haven't seen any of them replying to any of the queries that people have been posting. I have got tired posting queries on the chief minister's Facebook page but she hasn't bothered to post a single reply."
(Anurag Dey can be contacted at anurag.d@ians.in)
