How “likes” bring votes—Narendra Modi’s campaign on Facebook

May 18, 2014 1:37 AM

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India’s 2014 elections will be remembered for many reasons but especially this: Social media platforms, which have contended with government censorship since 2011, became vital political campaign tools and a place for free political expression and organizing.

What does a “like” mean? Can it really translate into votes? From the start, Modi ran the campaign like a US presidential election and took a commanding, front-row seat in building a community and driving engagement. When December 2013 Assembly Elections were concluded, Narendra Modi already had 8 m...

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