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Congress Manifesto through Social Media

Updated: Apr 6, 2019

Shortly after the release of Congress party’s election manifesto, as TV channels went on overdrive, an increased level of traffic was seen in the official twitter handles of Congress and Rahul Gandhi as well as the official website of the party’s manifesto. The website even crashed due to the traffic and the party tweeted that they would get back at the earliest. What came thereafter was a series of tweets, Facebook and Instagram posts showing pages of the manifesto. In over 30 tweets using images of common Indian citizens accompanied by content of the manifesto in snippets of 10 to 20 words along with caption, the Congress highlighted its major poll promises. The images tweeted had content in both Hindi and English.

As part of the IMPECT Study (#IMPECTStudy #WeAreWatchingYou) it has been observed that the official twitter handles of both Congress and Rahul Gandhi, despite an active presence, have not been able to match the reception and engagement to the official twitter handles of the BJP and Narendra Modi. However, since March 19 onwards it has been observed, the number of Congress followers was found to have increased from around 4.8 million to 5.2 million. The pages analysed from March 10 primarily focused on Rahul Gandhi, his speeches and campaigns besides taking digs at the ruling party and the PM. It was only on April 2 that the party seems to have begun turning the tide through tweets on issues that it promises to address and deliver if voted to power. From #ChowkidarChorHain to #CongressManifesto2019, the Congress party’s tweeple engagement has seen a substantial rise. Above all, its ‘India’s new tryst with destiny’ on Twitter might resonate with the tweeple in coming days.