Managing news? Rajasthan govt follows Centre to rope in social media influencers

By Rosamma Thomas*
In May 2021, the Advertising Standards Council of India issued guidelines for social media influencers, under which it is mandatory for influencers to tag their promotional material. The assumption is that consumers have a right to know if they are reading or consuming content that is paid for. A French Artificial Intelligence firm, Reech, has been roped in to monitor those violating the guidelines.
The Ministry of Electronics and Information Technology issued a tender on March 3 for empanelling social media marketing agencies under a project called MyGov. Although the government has a Press Information Bureau and a mechanism under it to spread information, the help of such agencies is sought to popularize government schemes.
Now, the Rajasthan Government too has issued a gazette notification on June 26, 2023, seeking social media applicants to engage for regular advertising. The influencers have been placed in different categories, based on the number of followers. The top-most category, or category A influencers, have at least 10 lakh followers each and can get advertisements worth at least Rs 5 lakh per month from the state government. Category D, with the lowest number of subscribers of at least 10,000, are entitled to advertisement of Rs 10,000 per month. On occasion, the notification states that even those not meeting these criteria may be engaged, for specific purposes.

The new advertising strategy will have long-term impact on how news is produced and consumed

The Rajasthan government has a department of information technology and communication, and it also has regular government personnel engaged in the information and public relations department of the state government. The need for an additional allocation for advertising through social media influencers is not apparent, under the circumstances. Given that funds for the purpose of engaging these social media influencers will be drawn from the state budget, it would be ideal for the state government to offer proactive public disclosure of who is engaged under the scheme.

The need for outsourcing such work is unclear, since the government has the wherewithal to reach out to the masses already through the regular media. The sidelining of the mainstream media, and the promotion of social media influencers through such advertising strategy, is bound to have long-term impact on the manner in which news is both produced and consumed. It would be good for observers of the media to study the impact of this outsourcing of media functions to social media influencers.

---

*Freelance journalist

Comments

Modi govt distancing from Adanis? MoEFCC 'defers' 1500 MW project in Western Ghats

By Rajiv Shah Is the Narendra Modi government, in its third but what would appear to be a weaker avatar, seeking to show that it would keep a distance, albeit temporarily, from its most favorite business house, the Adanis? It would seem so if the latest move of the Ministry of Environment, Forests and Climate Change (MoEFCC) latest to "defer" the Adani Energy’s application for 1500 MW Warasgaon-Warangi Pump Storage Project is any indication.

India’s climate tech ecosystem in dire need of both early, growth-stage funding: Report

By Our Representative India’s climate tech ecosystem, which boasts over 800 startups, is in dire need of both early and growth-stage funding to leverage its full potential, according to a report by Indian Institute of Management-Ahmedabad (Ventures) and MUFG Bank , Japan. Despite a robust initial funding landscape, with approximately two-thirds of climate tech startups receiving seed capital, growth-stage investments remain critically lacking.

'Flawed' argument: Gandhi had minimal role, naval mutinies alone led to Independence

Counterview Desk Reacting to a Counterview story , "Rewiring history? Bose, not Gandhi, was real Father of Nation: British PM Attlee 'cited'" (January 26, 2016), an avid reader has forwarded reaction in the form of a link , which carries the article "Did Atlee say Gandhi had minimal role in Independence? #FactCheck", published in the site satyagrahis.in. The satyagraha.in article seeks to debunk the view, reported in the Counterview story, taken by retired army officer GD Bakshi in his book, “Bose: An Indian Samurai”, which claims that Gandhiji had a minimal role to play in India's freedom struggle, and that it was Netaji who played the crucial role. We reproduce the satyagraha.in article here. Text: Nowadays it is said by many MK Gandhi critics that Clement Atlee made a statement in which he said Gandhi has ‘minimal’ role in India's independence and gave credit to naval mutinies and with this statement, they concluded the whole freedom struggle.

Bayer's business model: 'Monopoly control over chemicals, seeds'

By Bharat Dogra* The Corporate Europe Observatory (CEO) has rendered a great public service by very recently publishing a report titled ‘Bayer’s Toxic Trails’ which reveals how the German agrochemical giant Bayer has been lobbying hard to promote glyphosate and GMOs, or trying to “capture public policy to pursue its private interests.” This report, written by Joao Camargo and Hans Van Scharen, follows Bayer’s toxic trail as “it maintains monopolistic control of the seed and pesticides markets, fights off regulatory challenges to its toxic products, tries to limit legal liability, and exercises political influence.”

105,000 sign protest petition, allege Nestlé’s 'double standard' over added sugar in baby food

By Kritischer Konsum* 105,000 people have signed a petition calling on Nestlé to stop adding sugar to its baby food products marketed in lower-income countries. It was handed over today at the multinational’s headquarters in Vevey, where the NGOs Public Eye, IBFAN and EKO dumped the symbolic equivalent of 10 million sugar cubes, representing the added sugar consumed each day by babies fed with Cerelac cereals. In Switzerland, such products are sold with no added sugar. The leading baby food corporation must put an end to this harmful double standard.

UNEP report on how climate crisis is impacting displacement, global conflicts, declining health

By Shankar Sharma* A recent report by the United Nations Environment Programme (UNEP), titled "A Global Foresight Report on Planetary Health and Human Wellbeing," warrants urgent attention from our country’s developmental perspective. The findings, detailed in the report, should be a source of significant concern not only globally but especially for our nation, which has a vast population and limited natural resources.

Swami Vivekananda's views on caste and sexuality were 'painfully' regressive

By Bhaskar Sur* Swami Vivekananda now belongs more to the modern Hindu mythology than reality. It makes a daunting job to discover the real human being who knew unemployment, humiliation of losing a teaching job for 'incompetence', longed in vain for the bliss of a happy conjugal life only to suffer the consequent frustration.

A Hindu alternative to Valentine's Day? 'Shiv-Parvati was first love marriage in Universe'

By Rajiv Shah* The other day, I was searching on Google a quote on Maha Shivratri which I wanted to send to someone, a confirmed Shiv Bhakt, quite close to me -- with an underlying message to act positively instead of being negative. On top of the search, I chanced upon an article in, imagine!, a Nashik Corporation site which offered me something very unusual.

Militants, with ten times number of arms compared to those in J&K, 'roaming freely' in Manipur

By Sandeep Pandey* The violence which shows no sign of abating in the ongoing Meitei-Kuki conflict in Manipur is a matter of concern. The alienation of the two communities and hatred generated for each other is unprecedented. The Meiteis cannot leave Manipur by road because the next district North on the way to Kohima in Nagaland is Kangpokpi, a Kuki dominated area where the young Kuki men and women are guarding the district borders and would not let any Meitei pass through the national highway.

Search This Blog