During the initial phase of Narendra Modis government, it was evident that the media played a moderating role in the Prime Ministers relationship with the public, but would simply act as a medium. Although Modi was tech-savvy, he recognised the power of traditional communication tools. In the first six months of his tenure, Modi began utilising radio as a means of directly connecting with the masses. This monthly interaction, called “Mann ki Baat,” began with its first episode airing on October 3, 2014. On Sunday, April 30, 2023, delivered the 100th episode of the program.Converging technology & converting message to movementDespite the allure of digital communication, Modi recognised the enduring accessibility and democratic nature of radio. He deliberately chose radio over TV or the internet for his Mann Ki Baat program. From the outset, the program was intended to be a social initiative and remains so today. The program is structured to include a feedback mechanism that allows people to write to the Prime Minister and suggest topics for discussion. In the 50th episode, Modi emphasised that the program is not about politics, but rather about people.As the episodes progressed, Mann ki Baat grew to become an exemplary example of media convergence. Despite being an interactive and apolitical program aired through All India Radio (AIR), it was broadcast live by all other public and private radio stations, TV channels, and digital platforms.The Mann Ki Baat programme has led to a significant convergence of media platforms. With each episode, it became clear that the social messages conveyed by the Prime Minister had a ripple effect on social media, often leading to campaigns and movements. By examining specific episodes from different years, it is possible to gauge the programs impact.Clean IndiaDuring the first episode of the Mann Ki Baat programme, Modi drew attention to the issue of cleanliness. He urged citizens to participate in the Swachh Bharat movement, which had started on 2nd October. Modi nominated nine people and asked them to share their videos of cleaning the country on social media platforms and nominate nine more people to do the same. The campaign was unique as it was initiated by the PM through his radio address. The public responded enthusiastically and the campaign quickly turned into a movement, with people from all walks of life, including political leaders and the general public, eagerly taking up brooms and cleaning their surroundings.Selfie with DaughterDuring the 9th Episode of Mann Ki Baat on 28 June 2015, PM Modi shared an incident about a Sarpanch in a small village of Haryana who initiated a “Selfie with Daughter” campaign as part of the “Beti Bachao-Beti Padhao” programme. The Prime Minister was touched by this initiative, and within hours of his address, the hashtag #selfiewithdaughter began trending on social media platforms. Many prominent people from different fields shared pictures with their daughters, and over 59,000 tweets with this hashtag were posted by the evening of that day.New IndiaDuring the 30th episode of MKB in 2017, Prime Minister Modi called for people to join him in creating a “New India,” which was not a government program or a political party manifesto, but rather an expression of the emotions and desires of 1.25 billion Indians to build a better country. This concept of “New India” resonated with many young people, inspiring them to work towards a brighter future with room for growth, innovation, and progress. The term became a popular buzzword and symbol of hope, motivating people to strive for change and improvement.
