Shivam Shankar Singh’s ‘How to Win an Indian Election’ is the true story of the practical experiences of a young political observer.
Ghulam Arif Khan | Clarion India
AFTER the 2014 general elections, the poll planning method changed drastically. The paradigm shift startled everyone; however, even today very few people have understood the changes properly.
“How to Win an Indian Election” introduces modern weapons and tools used in the country’s election campaigns. It sheds light on new techniques for formulating and implementing election strategy. On the book’s cover page, the author, a young political activist, claims that political parties do not want one to know or understand all these tricks and tactics. What are those modern armaments of the new age election battles? What role do political consultants play in an election campaign? How do political parties effectively use technical tools such as data analysis, surveys, and alternative media to target voters? How does the use of money affect election results? How are communal propaganda and fake news spread on a large scale? What is the future of national politics in such situations? This book is the true story of the practical experiences of a young political observer, Shivam Shankar Singh. The author returned to India with a degree in economics from Michigan University. He worked as a Legislative Assistant with a Member of Parliament from Punjab. Later he joined Prashant Kishor’s organisation to absorb a greater understanding of the nuances of ground-level work. He participated in the successful election campaigns of Prime Minister Narendra Modi, as well as Bihar Chief Minister Nitish Kumar and Punjab’s Captain Amarinder Singh. Later, Ram Madhav, General Secretary of the Bharatiya Janata Party (BJP) and a member of the National Executive of the Rashtriya Swayamsevak Sangh (RSS), formally inducted him into the BJP and assigned him important responsibilities in the election campaign in the Northeast. In this way, Shivam received rich knowledge and deep insight into all matters related to contesting elections. Shivam later parted ways with the BJP, following the voice of his conscience.
Data and Technology
Technology has had a profound impact on politics and elections. The magic of data is booming in every field. The author has explained in detail how the data is extracted. In bits and pieces, citizens’ data exists at different locations on the Internet. There are many other sources, like telephone bills, BPL lists, national sample surveys, and census data, through which such information can be obtained. Some companies specialise in collecting and selling data. The aim is to develop a detailed database to classify voters. Various groups are formed based on gender, religion, caste, and profession and Artificial Intelligence is extensively used. The trends and mood of the public are interpreted. Targeting these voters and influencing their minds is a crucial step. In this way, it becomes easy to develop negative or positive feelings for a person, group, or party among people.
Microtargeting
A person’s mind is trained to think in a certain way by continuous bombarding of messages on precisely defined, narrow and subtle targets based on detailed and in-depth knowledge of individuals. The real product of IT companies is not their services. Rather, the consumer himself is their product. In 2014, the most damaging attack on Congress was launched through social media while Congress was oblivious to its use. A grim perception of the 2G and other alleged scams was created in the minds of the people misleading them at a mammoth scale. With many other such examples, Shivam explains how Facebook and WhatsApp groups are used to an unprecedented level. Everyone knows how common fake news has become in today’s world. The author expresses deep concern over the shamelessness with which fake news is used as an important tool to win elections. The habit of forwarding WhatsApp messages without research has become an instinct among the public. Shivam talks about WhatsApp groups that keep spreading anti-Muslim hatred all the time. A mixture of fake and real news which appears near to reality is also an effective device used in deceiving the electorate.
The author interacted with many regular participants in TV debates. They often do not seem as aggressive in face-to-face conversations. The panellists favouring BJP, in most private conversations, also admit the fault lines in their party’s ideology and performance. But as soon as the camera is turned on, they start acting ferociously. Ironically, most of what is being shown on TV news today is nothing but propaganda. Politics is not only played when people express certain views or take sides. Rather, politics is also played when a topic is chosen for discussion or an important topic is completely ignored.
Role of Political Consultants
Since 2014, professional political advisors have emerged as an important element in the election process. Prashant Kishor formed the Indian Political Action Committee with highly educated, computer-savvy youth. These boys and girls with fresh ideas were obsessed with trying something new. They understood the minds of young voters of India accurately. This external aid to the political parties and political leaders started showing a positive effect. Their role was not only to simply dispense advice but also to create branding for parties and candidates. This team of young advisers mingled with the people on the ground level and worked toward reading their mood. This team, equipped with IT capabilities, continues to mine the data and prepare mind-boggling analyses. Large PR & advertising firms charging hefty fees had already convinced their inevitability and were present on the election scene. Catchy slogans were designed which played a big role in political campaigns. “Achche Din Aane Wale Hain”, “Abki Bar Modi Sarkar” and “Aiga To Modi Hee” had a profound effect on the psyche of the people. Later, the parties themselves established such cells and departments internally and independently.
Understanding the System
Narrating his experience, Shivam has described the method of selection of questions to be raised in Parliament, which may be an interesting addition to the reader’s knowledge. The number of questions submitted in writing is far more than the time available. Selection of each member’s question is difficult, but the electronic lottery method (mandate as they call it) is quite defective. Important issues about the country are chosen by random draws.
Shivam has also provided interesting details on the role of money in contesting elections. Politicians always need money and capitalists need political patronage. The system works smoothly. Shivam Shankar Singh gained a considerable amount of valuable experience at a young age and in a short time. At the time of separation from the BJP, in his resignation letter, he boldly divided the party’s achievements under three headings i.e. the good, the bad, and the ugly. He places tasks like electricity connection, road construction, gas cylinder scheme, etc. in good category. The list of misdeeds is quite long like electoral bonds, misuse of institutions like ED, demonetisation etc. According to Shivam, issues such as buying out the media, pronouncing opponents as anti-nationals, religious hatred, and creating a false sense of danger among Hindus show the BJP’s ugly face. The reader is saddened to learn about the new methods of false narratives and lies which are polluting the environment. However, in the last chapter, the author seems to instill some hope. Once a particular fashion becomes an innate part of political culture, changing it becomes tougher. Even in the event of a power change in the coming elections, will this environment change? In my opinion, Shivam could not bring forth many other aspects related to the topic in the book, yet his fearless effort should be appreciated. This book was published in 2019. The language is simple, and the style holds the reader’s interest. Political workers, students of political science and even general readers will find this book informative and interesting.
