Prime Minister Narendra Modi posted a series of selfie-style Instagram Reels in late July to address India's youth and recent paper-leak issues [1].
These direct-to-camera videos mark a strategic shift in communication, utilizing a format that resonates with the Instagram generation to bypass traditional media channels. By engaging directly with young citizens, the Prime Minister aims to manage public perception regarding critical academic integrity failures and civil unrest.
Between July 24 and July 31, the Prime Minister released several videos [2]. Some reports state this was the second selfie video following a message regarding NEET paper leaks [1], while other reports indicate he posted an Instagram video on paper-leak issues four times in less than a week [3]. One such video was posted after 11 p.m. on a Friday [2].
In the recordings, Modi thanked young people for their insightful suggestions and praised the anti-paper-leak bill [1, 3]. He also addressed the CJP protests, emphasizing the need for guidance over conflict. "It is difficult to guide a misguided child, but difficult work must be done," Modi said [2].
Modi further cautioned against the use of aggressive language during public demonstrations. "Abuses never solve anything," he said [2].
Earlier in the series of posts, Modi expressed gratitude to his followers in a more informal tone. "Thank you dosto! Aapka pyaar bana rahega..." he said [2].
The use of the "Gen Z style" format allows the administration to frame complex legislative actions, such as the anti-paper-leak bill, as responsive to youth feedback [1, 3].
“"It is difficult to guide a misguided child, but difficult work must be done."”
The adoption of short-form, selfie-style video content by the Indian Prime Minister suggests a concerted effort to humanize the office of the PM and build a direct rapport with Gen Z voters. By addressing high-tension issues like the NEET paper leaks and CJP protests via Instagram Reels, the government is attempting to neutralize criticism through accessibility and a perceived openness to youth suggestions.
