Media Economics Term Paper Divya Vaidyanathan

This compendium guides the officers of various law enforcement agencies about their role during election process. Thus, election spends benefits an extensive array of trade and commerce setups ranging from different media groups and advertisers that rake in campaign ad revenues to end user oriented companies that make the most of the by and large leap out of the expenditure. Also, election sass’s sweeping victory of the Barbarity Kanata Party is attributed to the social media.

So to analyses and delve deep into how the technology companies like Google, Faceable, Twitter, Mainstream capitalized on the election factor and as to how hey benefited from this. We can dissect and scrutinize the economics of political campaigns in media during elections by studying the economics Of the Delhi Elections 2015 in detail. Aim & Objective: To understand the economics of political campaigns in media during elections To analyze the media patterns and spend by political parties with respect to the Delhi Elections 2015 To find out the nature and difference of the various mediums and their influence on the voters.

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To list out the regulations and checks that the Election Commission set. To understand the dynamics of the urban voter. Need for the Study: This paper would help us explore and analyze to seek a solution to the following questions: What are the economic promises made in an election manifesto? How important is spending in elections? Do the media control politics? Is election expenditure directly proportional to the number of votes? Are the voters influenced by campaigns? How influential is media in making or breaking a candidate?

How are the different media put to use in order to ensure reach? Is the digital wave more influential with the respect to targeting the youngsters? Whether the effects Of the medium are short term or long term? Are the voters empowered? Does the media fairly report and probe into issues or does it influence and set an agenda? What are the effects of the plurality of media? Analysis & Interpretation: One of the most fiercely competed assembly elections in recent times, Delhi Elections 201 5 has had immense media coverage in spite of it being just an assembly election.

Politically speaking, Barbarity Kanata Party (BGP) had to maintain its winning streak after it ruling the centre, this was more of a matter of pride. Plus there are subsequent assembly elections in Maharajah’s and Harlan. So winning would help it consolidate its position and establish itself with a strong foothold. Am Adams Party’s success in the 201 3 elections was a huge surprise and hence they have high hopes of regaining the same. Meanwhile, Congress after its shameful defeat is out to save ground. Thus, it is indeed a high stake combat with a lot of takeaways and bigger consequences politically speaking.

Nothing could be left to chance. Delhi Elections 2015: PAP: 67 BGP: 3 Congress: O Though the parties were trying hard to politically differentiate themselves, in terms of economics they were the same. Delhi is the state which has the highest per capita income in the country. Yet, parties are into freebies and Nanking on subsidies to woo the voters. So irrespective of who wins, Deathliest will see their power bills going down. If they vote for PAP, they will get free water and if BGP is the choice, it intends to review bills and thereby rationalize the water rates.

And if the Congress comes to power, there will be an exempt on all the pending water bills. Apart from this free Wi-If, confessional rides on the metro for students and senior citizens, guaranteed educational loans and what not. Compared to other states, there are limitations to what can be done in the national capital, the culture of freebies is uncalled-for and sets a bad recent for the country. There have been massive fiscal ramifications owing to the power play of distributing freebies. Economically, power should be treated just like any other goods or services in the market place.

Similarly, free Wi-If would lead to individuals moving out of their current plans, and companies will not provide it for free as they would want to cover their revenue loss leading to increased government expenditure. The government should simply focus on reducing the gaps in providing basic infrastructure, as Delhi is tipped to become the fastest growing large economy in the world. SCHEMAS (The Associated Chambers of Commerce of India) estimated a 200 Core spend in the high decibel national capital elections 2015. The spend was not on individual candidates but on the parties as a whole.

This is a 30-40% increase compared to the 201 3 Assembly Elections. Of course, this time over Delhi elections is a high stake poll. It is to be noted that 60% of this was spent on political rallies, print, electronic media leading to abundance of canvassing and campaigning. There is a threshold limit on the amount which an individual can spend but no such ceiling level on political parties, a clear cut loophole in the law which is exhaustively used by the political parties. These elections have created a usual trend Of increasing the business Of media.

Clearly, newspapers, television channels, hoardings and other OOH initiatives, social media have benefited from this. Also, local transport services, printers, painters, hotels, caterers, airlines have seen an increase due to the elections. The focus of all these political parties is on the youth as the digital and social media campaigns lure the younger tech saws generation into politics. Social Networking websites like Faceable and Twitter would have seen a sizeable increase in their revenues as the political parties’ spend in the digital platform is humongous.

The digital platform has been immensely lucky this year owing to the line Of elections. It indeed was high-voltage campaigning. There was the presence of not just advertising agencies but consulting firms as well. Strategy was the key. Every party had its own good and bad and hence projecting it rightly to the right set of people was the essence of winning. During the Delhi Elections in 2013, the Election commission acknowledged the fact that there were loopholes in keeping a check on the social media campaigns. It has finally figured out that it is virtually impossible to keep a tab on the online conversations.

Given the current growth and reach of internet usage in India, social media campaigning functioned with full vigor. Especially when there is a 100% social media penetration in the national capital it is but an obvious choice for the political parties. Those who failed to use the medium were at a clear loss. Congress Party’s conventional methods like pamphlets and door to door campaigning created zilch impact as for the younger tech saws voters the web is the medium which creates a significant impact. The battleground for political canvassing and campaigning seemed to be the web.

This leads to the questioning of whether conventional campaigning methodologies have reached a dead end. In the 201 5 Delhi Elections, all the 3 major parties, Barbarity Kanata Party (BGP), Am Adams Party (PAP) and Congress spent hugely on billboards, television, radio, newspaper articles, door to door campaigning and road shows. But, clearly for both the PAP and BGP social media and online presence gave the edge over Congress. This is because the general public mood of the audience could clearly be gauged. Plus, you are available for all doubts and clarifications essentially reaching out to millions of followers.

Since, you know your target audience you can target them in the right way and also assess the impact in a tangible manner. Congress as compared to BGP and PAP had a very poor and meek online presence. More than 1 core Faceable likes and 26 lash Twitter followers were collectively shared between the three political parties. Congress had the least involvement and impact. Delhi Congress was altogether new to the online forums and knew it had lost the race given the fact that it managed to garner only 44000 likes on Faceable and less than 4000 followers on its Twitter handle.

Delhi BGP saw 15 lash Faceable likes and about 44000 followers on Twitter. PAP had only 6. 5 likes on Faceable but managed a 44100 followers on Twitter being quite ahead of the Congress and neck to neck with BGP. Talking about their individual candidatures, PAP chief Arriving Serial’s Twitter handle had 3. 51 million followers in the same lines of Pap’s CM candidate, Koran Bed having 3. 88 million Twitter followers. Compared to these 2 solid figures, Delhi Congress’s CM candidate, Jay Make, had a mere 3 lash lowers on Twitter.

This shows the amount of influence each of them wielded. Given all these facts and figures, now, it leads to a discussion on analyzing the social media strategy adopted by the 3 parties. Each of the parties had their own social media campaigning cell and strategists accordingly. PAP felt that the reach in Faceable was negligible as interactions are minimal, it is only about suggestions and hints with the like and share feature. Whereas it considered Twitter to be more direct in engaging and felt it was a more open medium where discussions, debates and reasoning happens.

It considered Twitter to be more organic in comparison with Faceable. PAP Strategists and consultants felt that in order to change the overall perception of the public, Twitter is a more suitable medium in sync with their strategy. A lot of innovative applications were also launched by the political parties. PAP had the Mango App for Android. It allowed PAP and Arriving Serial’s followers to be updated on all the happenings and also listen to all the speeches made by all the candidates and interact with them.

Clearly, technological advancements were a part and parcel of the election campaign star taste. To measure public opinion and analyses public sentiments, PAP had an app built by II T-Bombay alumni which gauged the publics expectations and synchronized their strategy with it. Such people oriented focus on issues created more relevance and bearing. PAP had a 16 member dedicated team to handle social media campaigns and another 260 volunteers functioning from all over India.

Pap’s huge success in both 2013 and now in 2015 is based on the foundation that in the social media forums the targeted ads were made exclusively for each constituency. BGP did a live streaming of all its speeches, rallies and press conferences of all TTS candidates which was also uploaded in its Youth repository. Also Mood had a ‘Self booth’ setup all around Delhi targeting the youth and their liking to clicking pictures, especially selfless given the presence and overuse of smoothness. They could click a Self with Mood and upload it online via the app.

This was an altogether new innovation which even movie marketers haven’t explored. Adding to all this, BGP had a 1000 volunteers setup devoted to the social media campaigns. Congress had no such targeted marketing or opinion making and had only around 70 volunteers to cater to its online presence. The number of users of social networking sites in India is around 150 million and hence the demand for it is only going to increase. So the better your online presence and strategy oriented to the medium, the more your votes materializing into seats.

Also, after the success of the Indian Elections in 2014, social networking sites have realized that elections is a major market and started persuading leaders all over the world to use Twitter, Vine, Faceable, etc for election campaigning. Also, Faceable had the “l am a Voter” button and washrags to its platform that was very much like Twitter. Overall, the social networking sites were trying to technically upgrade themselves at a fast pace seeing the revenue generating from political campaign action. Coming to the age old medium, Radio, PAP and BGP had one to one head on campaigns attacking each other on the FM Radio Channels.

Ad spend in the pre-election phase goes to more than RSI. 20 scores. Campaigns for the BGP were created by Soho Square, a wing owned by Googol and Matter. PAP is Number One with respect to reach and spend. It has spent close to 5 scores on the medium and effectively and efficiently used the arioso time slots to reach out to the concerned target group with maximum listeners. In the DCE 2014 to Feb. 201 5 period, radio stations saw that close to 40% Of their advertising by volume came from political campaign advertising.

PAP and BGP had close to 40-45 spots on different channels lasting 50-60 seconds during the peak period of the elections. BGP spent close to 8 scores and PAP spent around 6 scores on radio advertising. Localization and conceptualization are major strengths of using radio as medium for propaganda especially when you are catering to a Delhi listeners of 15 million. Congress had spent close to 2. 5-3 Scores in the previous 2013 Delhi Elections. Comparatively, they had a very minimal presence in radio in this election.

Also, given that radio is a free medium, in a city like Delhi the out of home listeners is close to 35%. In these elections media companies offered almost all the services right from managing media to strategist campaigns, designing promotional content, managing websites and the dedicated pages in social media, marketing policing which included keeping tab of the opposition parties. BGP hired Madison Media and Soho Square and thereby professional engaged its campaign as compared to PAP which used its in-house team and volunteers to execute their strategy.

PAP had brought the same spots across channels, essentially ensuring that if you switched from channel to channel during a break, you would still end up listening to the same advertisement. Also, most of the spots were recorded by PAP members via phone and hence the ads had zero production cost overall leading to lesser expenses for them. Bops on ground outreach programs were extremely expensive and involved huge bill boards and signage as compared to PAP which was distributing amplest and leaflets door-to-door along with newspapers.

There has been a lot of debate on the funding for these political parties and all the parties have accused each other of funding via ‘Walla’ sources. The BGP has not declared the funds above RSI. 20000/- as per the Election Commission norms for the year 2013-14. It is the only national party to have not submitted it as yet. PAP, as opposed to the ‘Walla’ funding allegations, successfully corkscrewed election funds via donations for the dinners, tea parties hosted. This method of funding is exclusive to the PAP and managed to source 20 scores. Volunteering and volunteers seems to be the Pap’s success mantra.

PAP stayed away from print and television ads owing to their cost cutting measures and instead had innovative and simple targeting like cycle/auto rickshaw banners and hand held posters to spread the word. Also, a lot of PAP volunteers were standing atop flyovers and bridges holding life size humongous banners for hours together. The government stipulated minimum election spend is way below the actual money spent by the political parties. And, hence a lot of parties have voiced their opinion in this stating that such limitations lead to under reporting the actual expenses.

Also, there is an alternate opinion that success is not determined by how much you spend. The Central Information Commission (ICC) had taken up this issue and had asked the six major national parties to open up to Right to Information (ART I) queries, but none of the parties did. None of the parties turned up for the hearing when the court summoned them. They feel that it is a breach into their internal intricacies of functioning of the party. Surprisingly, it IS noted that none of the politicians have violated the election commission’s norms as per records. But, candidates are known to lie even in heir affidavits.