Radio Modi: How India’s Prime Minister speaks kindly to the nation

NOTArendra Modi, the Prime Minister of India, could reasonably claim to be the most popular democratically elected leader in the world. Some polls suggest that about 75 percent of people in the world’s most populous country support him, an approval rating that eclipses that of any leader of a major democracy. He is almost certain to run for a third term. His Bharatiya Janata Party (BJP) is widely expected to win India’s general elections, which begin on April 19. With his fiery rhetoric, Mr. Modi embodies the muscular, Hindu nationalist vision of India championed by the government. BJP. The Indian opposition accuses him of pandering to the large Hindu majority. But Mr. Modi is more than an agitator: his support transcends class and caste, even if his party has struggled to win over southern India and the country’s Muslims. Millions of Indians tell his personal story: he rose to high office from humble origins. And many have benefited from his policies, which include generous social programs. But a big reason for its popularity is its ability to tell a story.

While suppressing many sources of dissent, in the media and in civil society, the government also presents Mr. Modi as an ordinary man, deeply in touch with the problems of ordinary people and determined to solve them. He carefully cultivated this image. Perhaps nothing demonstrates this better than “Mann Ki Baat,” a monthly radio show that Mr. Modi has hosted since coming to power. This is how he opened the first episode in 2014:

“Mann Ki Baat,” which loosely translates to “thoughts from the heart,” is essentially Mr. Modi’s podcast in which he plays the role of a friendly uncle rather than the leader of the world’s largest democracy . He treats his listeners, whom he calls “dear compatriots”, “friends” or “brothers and sisters”, with anecdotes, popular tales and wise advice. They are also encouraged to participate. In each episode, Mr. Modi urges listeners to send in ideas for topics or people to talk about. As he often says, these suggestions will take the country to “new heights.”

To see how Mr Modi carefully crafts his image and get a glimpse of the India he would like to represent, The Economist analyzed the transcripts of all 110 episodes of “Mann Ki Baat”, using a text analysis method to judge the sentiment and content of its shows.

Of the 110 episodes, the April 2018 episode had the highest sentiment score. It celebrated India’s successes at the Commonwealth Games and the 20th anniversary of a nuclear weapons test.

Examples of very different progress are often highlighted in a single episode. In November 2023, for example, Mr. Modi spoke about India’s digital revolution, counterterrorism efforts and initiatives to teach new skills to workers.

Each episode so far has touched on the progress and status of women in society. And all but two covered rural development successes, such as innovative agricultural practices or water conservation techniques. In February 2024, Mr. Modi brought all these threads together:

And almost all religious or cultural events are commented on. Indeed, the first words Mr. Modi spoke in “Mann Ki Baat” were a greeting on the day of a Hindu festival.

But unlike his rallies, where he appeals to India’s Hindu majority, Mr. Modi takes a more inclusive approach on the radio. Muslims, Christians and Sikhs are equally celebrated.

This opening demonstrates the importance of “Mann Ki Baat” in promoting another side of Mr. Modi. The spectacle is not an obvious tool for BJP to make a campaign. Unlike his raucous rallies, Mr. Modi rarely mentions the party; nor does it refer to the Congress, India’s main opposition. But the show nevertheless has a political vocation. The themes discussed are at the heart of his party and his vision of India. Each BJP Manifestos over the past decade, including the one released on April 14 for the upcoming elections, have promised to revive the country’s civilizational glory. Mr Modi’s election campaigns focus largely on India’s development, particularly for women and people in rural villages. On the show, his government’s programs – many of which are continuations of existing programs that were renamed to bear his name – are regularly credited as being the driving force behind India’s progress.

What he leaves out is almost as important as what he says. Negative stories, such as riots or communal violence, are discussed indirectly or ignored altogether. After thousands of farmers took to the streets of Delhi to protest against the BJPIn 2021, after the agricultural reforms proposed by Mann Ki Baat, the next episode of ‘Mann Ki Baat’ focused on agricultural success stories.

On occasion, Mr. Modi uses “Mann Ki Baat” to defend the government’s policies, and particularly his own decision-making. Earlier in 2024, he celebrated the controversial opening of a temple dedicated to Ram, a Hindu god, on the ruins of a mosque demolished by Hindu extremists in 1992, and dressed it up as an occasion for unity (“During this time, the country saw the power of unity, which is also a major basis of our resolutions for a developed India,” he said). And in 2016, Mr Modi abruptly made 86% of cash in circulation obsolete, hampering the economy and causing long queues outside banks. The following episode featured callers praising his decision:

The format and medium of “Mann Ki Baat” may seem outdated in the 21st century. It’s reminiscent of Franklin D. Roosevelt’s fireside chats in the 1930s and 1940s, in which the U.S. president informed his citizens of his policies via radio. However, contrary to Mr. Modi’s optimistic broadcasts, RAD was frank with the Americans (see graph), explaining for example the consequences of bank closures in the midst of a financial crash.

In the first episode of “Mann Ki Baat”, Mr Modi said radio would allow him to reach “every corner of the country”, including the “poorest households”. Testing this claim is tricky because listening figures are difficult to obtain. According to one study, the show attracts around 230 million regular listeners, or 16% of the Indian population; another survey on media habits in 2022 estimates this share at 10%. Most listeners probably don’t listen to radio, which is no longer a media source. Only 8% of Indians regularly listen to a radio show, according to the same media survey. But “Mann Ki Baat” is also broadcast on the most popular media in India, such as television (now present in 75% of households) and online (smartphones are present in 76%). On YouTube, episode uploads generate hundreds of thousands of views. Shorter clips are shared on WhatsApp. And the media regularly covers Mr. Modi’s monologues. Discussions about water conservation and livestock farming may seem boring, but for much of India, they matter.

How much does Mr. Modi’s radio show increase his popularity? A pre-election poll suggests that among Indians considering voting for BJP over the next month, 70% will do so because of the party’s work, particularly on social welfare, and Mr. Modi’s leadership qualities, both highlighted in “Mann Ki Baat.” But isolating its impact on Indians is tricky. This is, after all, only one of the many ways in which he reaches them. Mr. Modi is the face of social programs and infrastructure projects and his image is displayed on billboards. But the reviews of his show on social media are overwhelmingly positive. Some data suggests that coverage of topics discussed on the show generates broader interest in them. For example, Google searches for issues mentioned in the show after it airs, according to a study published by researchers at the Indian Institute of Management Bangalore and the State Bank of India.

Indians are becoming more and more optimistic about their country. This is undoubtedly a reflection of BJProsy messages through platforms like “Mann Ki Baat”. Many Indians now associate Mr. Modi with the country’s successes, not only in politics, but also in areas such as spaceflight and sports. A survey last year found that 60% of Indians credit Mr Modi with India’s greatest “global stature” and “cultural capital”.

As he becomes the primary narrator of India’s triumphs, Mr. Modi is increasingly seen as their architect. And he knows it. He is convinced that he will return to power, and soon so will the airwaves. In March, during the last episode of “Mann Ki Baat” before the election break, he said without a doubt that he would be back soon:

Sources: Prime Minister of India; narendramodi.in; Youtube; The Economist.

NOTArendra Modi, the Prime Minister of India, could reasonably claim to be the most popular democratically elected leader in the world. Some polls suggest that about 75 percent of people in the world’s most populous country support him, an approval rating that eclipses that of any leader of a major democracy. He is almost certain to run for a third term. His Bharatiya Janata Party (BJP) is widely expected to win India’s general elections, which begin on April 19. With his fiery rhetoric, Mr. Modi embodies the muscular, Hindu nationalist vision of India championed by the government. BJP. The Indian opposition accuses him of pandering to the large Hindu majority. But Mr. Modi is more than an agitator: his support transcends class and caste, even if his party has struggled to win over southern India and the country’s Muslims. Millions of Indians tell his personal story: he rose to high office from humble origins. And many have benefited from his policies, which include generous social programs. But a big reason for its popularity is its ability to tell a story.

While suppressing many sources of dissent, in the media and in civil society, the government also presents Mr. Modi as an ordinary man, deeply in touch with the problems of ordinary people and determined to solve them. He carefully cultivated this image. Perhaps nothing demonstrates this better than “Mann Ki Baat,” a monthly radio show that Mr. Modi has hosted since coming to power. This is how he opened the first episode in 2014:

“Mann Ki Baat,” which loosely translates to “thoughts from the heart,” is essentially Mr. Modi’s podcast in which he plays the role of a friendly uncle rather than the leader of the world’s largest democracy . He treats his listeners, whom he calls “dear compatriots”, “friends” or “brothers and sisters”, with anecdotes, popular tales and wise advice. They are also encouraged to participate. In each episode, Mr. Modi urges listeners to send in ideas for topics or people to talk about. As he often says, these suggestions will take the country to “new heights.”

To see how Mr Modi carefully crafts his image and get a glimpse of the India he would like to represent, The Economist analyzed the transcripts of all 110 episodes of “Mann Ki Baat”, using a text analysis method to judge the sentiment and content of its shows.

Of the 110 episodes, the April 2018 episode had the highest sentiment score. It celebrated India’s successes at the Commonwealth Games and the 20th anniversary of a nuclear weapons test.

Examples of very different progress are often highlighted in a single episode. In November 2023, for example, Mr. Modi spoke about India’s digital revolution, counterterrorism efforts and initiatives to teach new skills to workers.

Each episode so far has touched on the progress and status of women in society. And all but two covered rural development successes, such as innovative agricultural practices or water conservation techniques. In February 2024, Mr. Modi brought all these threads together:

And almost all religious or cultural events are commented on. Indeed, the first words Mr. Modi spoke in “Mann Ki Baat” were a greeting on the day of a Hindu festival.

But unlike his rallies, where he appeals to India’s Hindu majority, Mr. Modi takes a more inclusive approach on the radio. Muslims, Christians and Sikhs are equally celebrated.

This opening demonstrates the importance of “Mann Ki Baat” in promoting another side of Mr. Modi. The spectacle is not an obvious tool for BJP to make a campaign. Unlike his raucous rallies, Mr. Modi rarely mentions the party; nor does it refer to the Congress, India’s main opposition. But the show nevertheless has a political vocation. The themes discussed are at the heart of his party and his vision of India. Each BJP Manifestos over the past decade, including the one released on April 14 for the upcoming elections, have promised to revive the country’s civilizational glory. Mr Modi’s election campaigns focus largely on India’s development, particularly for women and people in rural villages. On the show, his government’s programs – many of which are continuations of existing programs that were renamed to bear his name – are regularly credited as being the driving force behind India’s progress.

What he leaves out is almost as important as what he says. Negative stories, such as riots or communal violence, are discussed indirectly or ignored altogether. After thousands of farmers took to the streets of Delhi to protest against the BJPIn 2021, after the agricultural reforms proposed by Mann Ki Baat, the next episode of ‘Mann Ki Baat’ focused on agricultural success stories.

On occasion, Mr. Modi uses “Mann Ki Baat” to defend the government’s policies, and particularly his own decision-making. Earlier in 2024, he celebrated the controversial opening of a temple dedicated to Ram, a Hindu god, on the ruins of a mosque demolished by Hindu extremists in 1992, and dressed it up as an occasion for unity (“During this time, the country saw the power of unity, which is also a major basis of our resolutions for a developed India,” he said). And in 2016, Mr Modi abruptly made 86% of cash in circulation obsolete, hampering the economy and causing long queues outside banks. The following episode featured callers praising his decision:

The format and medium of “Mann Ki Baat” may seem outdated in the 21st century. It’s reminiscent of Franklin D. Roosevelt’s fireside chats in the 1930s and 1940s, in which the U.S. president informed his citizens of his policies via radio. However, contrary to Mr. Modi’s optimistic broadcasts, RAD was frank with the Americans (see graph), explaining for example the consequences of bank closures in the midst of a financial crash.

In the first episode of “Mann Ki Baat”, Mr Modi said radio would allow him to reach “every corner of the country”, including the “poorest households”. Testing this claim is tricky because listening figures are difficult to obtain. According to one study, the show attracts around 230 million regular listeners, or 16% of the Indian population; another survey on media habits in 2022 estimates this share at 10%. Most listeners probably don’t listen to radio, which is no longer a media source. Only 8% of Indians regularly listen to a radio show, according to the same media survey. But “Mann Ki Baat” is also broadcast on the most popular media in India, such as television (now present in 75% of households) and online (smartphones are present in 76%). On YouTube, episode uploads generate hundreds of thousands of views. Shorter clips are shared on WhatsApp. And the media regularly covers Mr. Modi’s monologues. Discussions about water conservation and livestock farming may seem boring, but for much of India, they matter.

How much does Mr. Modi’s radio show increase his popularity? A pre-election poll suggests that among Indians considering voting for BJP over the next month, 70% will do so because of the party’s work, particularly on social welfare, and Mr. Modi’s leadership qualities, both highlighted in “Mann Ki Baat.” But isolating its impact on Indians is tricky. This is, after all, only one of the many ways in which he reaches them. Mr. Modi is the face of social programs and infrastructure projects and his image is displayed on billboards. But the reviews of his show on social media are overwhelmingly positive. Some data suggests that coverage of topics discussed on the show generates broader interest in them. For example, Google searches for issues mentioned in the show after it airs, according to a study published by researchers at the Indian Institute of Management Bangalore and the State Bank of India.

Indians are becoming more and more optimistic about their country. This is undoubtedly a reflection of BJProsy messages through platforms like “Mann Ki Baat”. Many Indians now associate Mr. Modi with the country’s successes, not only in politics, but also in areas such as spaceflight and sports. A survey last year found that 60% of Indians credit Mr Modi with India’s greatest “global stature” and “cultural capital”.

As he becomes the primary narrator of India’s triumphs, Mr. Modi is increasingly seen as their architect. And he knows it. He is convinced that he will return to power, and soon so will the airwaves. In March, during the last episode of “Mann Ki Baat” before the election break, he said without a doubt that he would be back soon:

Sources: Prime Minister of India; narendramodi.in; Youtube; The Economist.