Politics, Elections, and Technology
09-05-2024
Abstract
The article explores the transformative impact of technology on Indian elections, focusing on the emergence of political consultancies and their use of technology for election management. The article highlights the use of data analytics, social media campaigns, mobile applications, and online fundraising platforms by consultancies to streamline election processes. The role of the Election Commission of India in implementing technological advancements, such as Electronic Voting Machines and Voter-verified Paper Audit Trail is also discussed. Appreciating the potential of Blockchain and big data in electoral process, it also addresses concerns regarding data protection and the misuse of technology in elections, emphasizing the need for self-regulation.
Introduction
The advent of political consultancies in the great Indian election adventure has overhauled how elections are seen and practised. Political consultancies in India leverage technology extensively for election management, employing various tools and strategies. In the recently concluded elections of the year 2023, many consultancies were breaking the leg on the ground for their clients. Now as the General Elections are around the corner, almost all major political parties are outsourcing the outreach and campaign management activities to several of such firms that have come up in the past few years. They utilize data analytics to gain insights into voter behaviour and preferences, allowing for targeted campaigning. For instance, Indian Political Action Committee (I-PAC) has used data analytics to identify specific voter segments and design personalized campaign messages. Bengaluru-based Inclusive Minds which works for the Indian National Congress also makes extensive use of Data to formulate relevant strategies in Telangana, Chhattisgarh, Madhya Pradesh, and Rajasthan.
Social media platforms play a significant role in strategies, enabling direct engagement with voters and the dissemination of campaign messages. Marketing firms for example Bengaluru-based Trivone Digital Services have been effectively used by Political Parties to manage social media campaigns to mobilise support.
Mobile applications are developed to facilitate volunteer coordination and voter outreach. For example, the Aam Aadmi Party (AAP) developed the "AK" app, which served as a hub for campaign updates, volunteer coordination, and communication. Similarly in Bihar, the ongoing Jan Suraaj Abhiyan of Prashant Kishor is being penetrated to the masses with the help of the 'Jansuraaj App.'
Indian consultancies have also employed online fundraising platforms and digital payment systems to raise funds for election campaigns. Bharatiya Janata Party (BJP) has successfully utilized online fundraising platforms to generate financial support from their supporters.
In addition, Political Parties with the help of marketing consultancies utilize automated calling systems, bulk SMS platforms, and email marketing tools to reach voters and disseminate campaign information efficiently. Indian firms like Political Edge and I-PAC have employed these methods to communicate with voters effectively.
Overall, Indian political consultancies harness technology to streamline election management, connect with voters, and optimise campaign strategies. The use of data analytics, social media campaigns, mobile applications, and online fundraising. platforms and targeted communication tools have become integral to their election management efforts.
The tech space is also used by NGOs like the Association for Democratic Reforms (ADR) that have used data tech to raise awareness about political issues and disseminate education about politics and politicians. Similarly, Trivedi Centre for Political Data, Ashoka University, is doing its part in democratising system by making the political data accessible to the citizens through rigorous research, analysis and data infrastructure.
Indeed, these private firms have led tech to a new level altogether in the election process of India, but it is the state and the Election Commission of India (ECI) which must be celebrated for welcoming these changes through their own capacity.
The ECI has implemented several technological advancements to enhance the integrity and efficiency of the electoral process. One such innovation is the Electronic Voting Machine (EVM), introduced in 1982 In Kerala’s by elections to overcome issues associated with ballot papers. EVMs ensure accurate voting without ambiguity or invalid votes. The Voter-verified Paper Audit Trail (VVPAT) is an independent verification printer machine attached to EVMs, allowing voters to verify if their votes have been casted correctly. The introduction of digital voter ID cards in January 2021 eliminates the need for physical cards and facilitates easy updates of voter information. De-duplication software cleans electoral rolls and prevents electoral malpractices, while the linkage of electoral rolls with the Aadhaar database enhances their integrity. Logistical arrangements, such as the use of a centralized monitoring system, the Sugam portal for permission processes, the Samadhan portal for complaint monitoring, and the cVIGIL app for citizen complaints, ensure transparency and accountability (National Informatics Centre, n.d.) Video conferencing and webcasting enable real-time monitoring of the election process. These technological incorporations are instrumental in ensuring a transparent and efficient electoral system in India. A study provides strong evidence that the introduction of EVMs led to a significant decline in electoral fraud, strengthening the weaker and vulnerable sections of society, and a more competitive electoral process (Debnath et al., 2017, p. 29).
Advancements in artificial intelligence, big data analytics, and blockchain have the potential to further transform political processes. Predictive analytics can aid in targeted policy formulation, while blockchain technology can enhance the security and transparency of electoral processes. In 2021, the Election Commission held an online conference in collaboration with the Tamil Nadu e-Governance Agency and IIT Madras, through which they explored the possibility of using blockchain technology to enable remote elections. Thus, the state and its arms are proactively looking forward to leveraging technology for its efficient functioning. The larger impetus lies on the state and their policies. It is the state that checks as well as facilitates the scaling up of any innovation related to polity and politics.
The Digital Data Protection Bill 2023 has brought certain concerns for data fiduciaries, especially political consultancies. Big consultancies in the field such as I-PAC collect and store a huge amount of data. The provisions and the questionable structure of the proposed Data Protection Board leave Political Consultancies in a vulnerable state. The ones not working with the ruling party might feel their functioning compromised in the face of the ruling party force. Thus, these consultancies need to be careful while storing and processing data.
Technology has enormous utility, but it comes with equivalent endangerments if misused or mismanaged. The allegations of manipulation of the 2016 Presidential elections of USA, by the Cambridge Analytica has been a point of study for democracies in this era of data. 2024 is the super election year with elections in over 50 countries, more than 2 billion voters are going to elect their leaders. It is feared that the electoral process is prone to manipulation more than ever. The threat to personal data looms large as political parties, even countries as a part of geopolitical contestations would try to steal personal data to manufacture consent. Recently Microsoft’s Threat Analysis Centre accused China of using A.I. to manipulate and disrupt elections in India and other countries. China is said to be using A.I. created content on social media to sway the opinion of the voters to boost its geopolitical interests (PTI, 2024).
Innovation has no bounds, with the passing of each year there is one or the other induction of newer ways to do things. Of course, they are making things convenient. But are they making things simpler or have things become more complex with time? Who is using technology and who is being used by the technology are the questions of the new world. Politics is about manipulating, or it is about convincing is debatable. Noam Chomsky's manufacturing consent through technology cannot be divorced altogether. Thus, self-regulation on the part of users is critical. The prospects of politics and democracy are wide, but we need to differentiate between ‘technology-driven politics’ and ‘politically driven technology’ (Mahanta, 2020).
References
About the Author
Abhay is a fervent student of politics and international relations, having graduated from both Hindu College and Jamia Millia Islamia. His ambition to join the Indian Air Force has recently been validated with a recommendation from the Air Force Selection Board. Prior to this, he gained valuable experience in political consultancies, where he spearheaded electoral campaigns. Presently, he is engaged in an enriching journey of exploration, learning, and writing about topics of paramount importance to humanity.
