Social media hype around Modi is also a type of fundamentalism

After the end of almost an hour-long address at the US Congress, PM Narendra Modi predictably received a rousing reception. The reaction was more boisterous though thousands of miles away on India's hyperactive social networking sites.

From Modi being applauded n number of times during the speech to how he got a full one minute standing ovation followed up by a string of autographs at the end of it, the Indian netizen was aware of all developments.

Along with what exactly came out of his recent visit to the US in tangible, immediate terms, there is a bigger concern with the online eulogising of a man who has literally taken over the social networking world by a storm.

This is being done with a systematically discrete yet effective plan of hegemonising the banality of celebrations of our proud Indian fans.

Indians, at least most of them who are active online, seem to have made this inadvertent transition from being a formal citizen of the country to being a beloved fan of a fine orator. The histrionics displayed on screen are lapped up with a commensurate theatrics of the social media consumers who seem to be getting increasingly swayed by popular imagery.

The idea that words have meaning and need to be critically reflected upon is almost rendered as a chimerical goal or simply thought of as being pointless. The hoopla around inane things like Modi's command over language, his ability to build an aura around himself across the globe and the way he has kept pace with the bourgeoning online world needs more deeper reflection to understand the changing nature of Indian society.

The last point is significant as Modi has managed to trump up his online profile on social networking sites like Facebook and Twitter. With close to 34 million likes on Facebook and more than 20 million followers on Twitter, he is second only to US President Barack Obama in terms of sheer numbers.

As mere words seem to have no meaning these days, its position has been taken over by certain signs, symbols and metaphors which are more in sync with the changing language of an average online user.

In the small world of 140 characters, a barrage of hashtags like #ManKiBaat, #DigitalIndia, #SkillIndia and others are enough to mould the minds of our already sympathetic fans in cajoling this brand of "new" India.

The usage of the term new is striking. It almost makes one feel that the coming in of the present political dispensation has signalled a dawn of an unprecedented era. An era that is unparalleled when it comes to "achieving" diplomatic and strategic goals, in this case even as trivial an issue as the boasting of a prolonged ovation Modi got after his address.

The power of social media is immense in making everyone believe in a particular "historic" moment in zero time. What is left behind in this incessant piling of praise is the systematic erasure of public memory. It makes us believe that the online world is in cahoots with the ideology that the present government espouses by making the past look like a redundant black hole.

The fact that practically all Indian prime ministers, ranging from Indira Gandhi to Manmohan Singh, have got an equally emphatic receptions during their visits is conveniently swept under the carpet.

This laudatory mode is achieved and sustained precisely with the hegemonic control of this form of media which has rightly been termed by some observers as "techno-fundamentalism". 

If one has to widen the scope of how people react to a dastardly communal act or to a violent event on social media, this form of fundamentalism ably supports the divisive notions which are masquerading these days in real life. The question is no longer about a traditional notion of Hindutva or communalism vented through overt means.

There is something much sinister and insidious that is afoot which controls everyday lives and thoughts about worldly matters. Technology, as a potent instrument in ingeniously disseminating your ideology, compounds and builds upon the very banality that has come to define our lives.

No wonder why people get easily fixated with something that is characterised as aggressive, direct, forthright and displaying sheer confidence. The histrionics are relatable for an average social media user who, in her own way, is similarly aggressive, direct and forthright in expressing herself with great panache and zest.

Are we not supposed to prove this wrong and start analysing things in perspective? If not, the banality on display will continue to be intriguing. It is a deeply worrying sight.