The 99:1 media strategy: Modi is speaking to the right audience

Thakur

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Narendra Modi's has been a tough act to
follow, both for his supporters and his critics.
Both his 'bhakts' and 'kambakhts' are
disappointed he isn't launching into his
political rivals and giving them hell, now that
he is India's most powerful politician. Right-
wing economic and political ideologues are
wringing their hands in despair wondering
why Modi is adopting Congress-ish policies - P
Chidambaram's budget priorities, the Aadhaar
unique ID project, the semi-Nehruvian foreign
policy template, the dilly-dallying about GM
crops, among other things - when he could
have broken free of past shibboleths. Where
are the radical new policies one had come to
expect from Modi?
His critics, who were once sharpening their
knives believing he was going to adopt harsh
right-wing policies, are now reduced to
carping about non-issues: Shiv Sena MPs
stuffing rotis into fasting mouths, the fantasy
books of Dina Nath Batra, the appointment of
a retired bureaucrat as his principal secretary,
a leaked IB report on NGOs, the denial (for
good reason) of leader of opposition post to
the Congress, et al. Having found Modi
himself a difficult target due to his relative
inaccessibility and his safe statements of
concerns for the poor post 16 May, they are
busy criticising his silence.
Their punches are hitting thin air.
I too was - and am - a bit perplexed over why
India's best political communicator has
adopted silence as strategy, barring those few
occasions when he volunteers to speak at an
agri-awards conference ("Per drop, more
crop", where Modi extolled India's farmers),
or in reply to thepresident's address in
parliament.
The penny dropped for me when I looked at
what he was when he was Gujarat Chief
Minister. He behaved exactly as he is doing
now: carefully orchestrating his public
speeches on special occasions, and avoiding
idle statements about every passing event at
other times.
There is also the other point: Modi's goal is
not to offer sound-bytes to a hungry.... The 991 media strategy Modi is speaking to the right audience - Page 1 | Firstpost
 
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