| PYQ Relevance: Q Impact of digital technology as a reliable source of input for rational decision making is a debatable issue. Critically evaluate with suitable example. (UPSC CSE 2021) Q “The Indian party system is passing through a phase of transition which looks to be full of contradictions and paradoxes.” Discuss. (UPSC CSE 2016) |
Mentor’s Comment: Today’s Editorial highlights how digital tools can both empower and distort democratic engagement. A significant concern raised is the disparity in resources among political parties, which can lead to an uneven playing field in digital campaigning. As the technology evolves, so must our understanding and regulations surrounding democracy. The editorial calls for regulatory measures to ensure fair spending limits and content oversight, emphasizing that wealthier parties should not dominate the digital landscape.
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Let’s learn!
Why in the News?
On the eve of International Day of Democracy (September 15), it is crucial to push for reforms that expand the definition of rule of law to encompass the digital realm.
| • Studies conducted by Lokniti-Centre for the Study of Developing Societies (CSDS), reveal the growing significance of digital political advertisements and their implications for public engagement in elections. • During the ‘Leave.EU’ campaign of the Brexit experience highlights how technology has reshaped democratic processes, transforming digital platforms from tools of empowerment to potential distorters of public discourse. • Similar things are observed in India, where both national and regional parties increasingly rely on digital campaigns. |
The Economics of Digital Campaigning
- Digital Spending Overview: Political parties spent significant portions of their total “party propaganda” budgets on digital ads in the 2023 Karnataka Assembly election.
- For example., a single party became the first in India to spend over ₹116 crore on Google ads within five months from January 2024.
- Shift towards Digital Platform: Conventional publicity tools like flags, billboards, and public meetings made up only a small fraction of parties’ total propaganda spending in the 2023 Karnataka election.
- This indicates a strategic shift toward digital platforms in electoral strategies.
- Micro-targeting Capabilities: Political parties are utilizing micro-targeting to reach specific audiences down to the panchayat level based on location.
- One party was found to micro-target over 1,700 pin codes in a single advertisement, demonstrating digital platforms’ capacity to shape electoral narratives with precision.
Rise of Third-Party Campaigners
- While major political parties have significant financial power, a less visible force, known as third-party campaigners, operates behind the scenes.
- Although spending on Google Ads is publicly available, these third-party campaigners work quietly and often go unnoticed, influencing elections without much oversight.
- A study by Lokniti-CSDS found that 31 third-party campaigners on Meta spent over ₹2,260 lakh in just 90 days leading up to June 29, 2024.
What is the present Issue?
- On Google, political ads generally avoid offensive content, but the spending by third-party groups is limited.
- On Meta, many third-party campaigners are top spenders and often share inflammatory content.
- This inconsistency highlights the need for unified rules across all platforms to manage harmful content and hold tech companies accountable.
Need for Reforms:
- Need for Spending Regulation: There is a pressing need for rules to limit how much parties can spend and to ensure fair distribution of funds across different campaign types.
- Need a Content Oversight: There should be strict rules for reporting how much third-party campaigners spend, similar to regulations in countries like the UK and Canada.
