GANDHINAGAR: With the world’s largest democracy already amid the general elections, political maneuvering has taken on a new face, leveraging the powerful realms of television, cinema, and social media to sway voters. In a nation where cinema often mirrors and shapes societal narratives, Bollywood and its counterparts have emerged as potent tools for the current right-wing government.
The Bharatiya Janata Party (BJP), helmed by Narendra Modi, is fervently vying for a third term in office. Tracing its roots back to the Rashtriya Swayamsevak Sangh (RSS), a paramilitary organization, the BJP champions a Hindu nationalist ideology, framing India, with its 80% Hindu populace, as inherently Hindu. This narrative, coupled with a portrayal of India as a burgeoning post-colonial force, has resonated widely, contrasting sharply with the secular stance of the opposition, the Indian National Congress (INC).
Recent remarks by Prime Minister Modi, criticized as Islamophobic, have sparked debates about the party’s messaging strategy. On a recent episode of the Don’t Call Me Resilient podcast, experts shed light on the role of cinema and social media in shaping public opinion. According to political scientist Sikata Banerjee of the University of Victoria, Modi’s rhetoric often scapegoats Muslims, attributing economic woes to their presence—a sentiment echoed by cinema and social media.
This infusion of Islamophobia into mainstream narratives, alongside a narrative of Hindu pride, has permeated Bollywood, a global powerhouse producing up to 2,000 films annually. Streaming platforms and social media further amplify these narratives, extending their reach beyond traditional cinematic boundaries.
Several recent films, such as the acclaimed ‘Tollywood’ production RRR, celebrated at the Oscars, offer reinterpretations of history from the lens of the prevailing political ideology. Yet, critics argue that such narratives distort historical truths, as exemplified by films like Swatantra Veer Savarkar, centered on the Hindu nationalist figure Vinayak Damodar Savarkar.
Rakesh Sengupta, a cinema studies scholar at the University of Toronto, notes the historical intertwining of cinema and state in India, with contemporary films increasingly reflecting themes of Hindu pride and perceived Muslim aggression under the current regime.
As India embarks on its electoral journey, with polls spanning from April 19 to June 1, the influence of media narratives looms large. Whether these narratives will shape electoral outcomes remains to be seen, with results slated for announcement on June 4.