A lot has been written about
political campaigns and digital ploys adopted by political establishments.
Digital experts have been assigned the job of not only creating buzz in social
media but continuously analyzing the digital sentiment. What has however not
changed is the divide between expectation and satisfaction between voters and parties.
This is especially true when one sees the old establishments relying on individuals
to mobilize crowds and then deliver a monologue; something that every sensible
voter can predict these days. What is ailing India, deriding opposition,
foisting cases and the list goes on.
The newest member in the fray – Aam Aadmi Party - seemed to have
grasped this pretty well. They have not only lowered their center of gravity
(power to the people) but also created a mechanism to capture public opinions. The
Hindu, reflected this very well in their Editorial today where it stated, ‘the
idea of a referendum itself was refreshing as a method of seeking the people’s
endorsement of the way forward in this complex situation. It is also a vital
instrument of verifying public opinion that is missing from today’s democratic
political practice in India. Mainstream parties seem to be increasingly out of
sync with the dramatic changes on the ground that indicates the soaring
aspirations of new social groups.’
The political leaders should
perhaps take a cue from brand leaders. For both, it is a new world. With transaction-based
interactions between brands and consumers shifting to relationship-based
interactions, new skills and sensibilities are needed to effectively address consumers’
need. Less tangible factors like emotional intelligence and psychological
insight are becoming crucial as traditional structures are crumbling and
consumers’ voices are increasingly overshadowing organizations’ (read political
parties).
Political heavyweights will take
note that in the brave new world of social media, political agenda will
increasingly be shaped by citizen’s opinion and demand—and is decreasingly
under their control. The sudden rise of AAP is a perfect example of how
citizens can become valuable allies when the party truly engages them to
discuss ground realities instead of dodging issues or attempting to spin them.
By opening up a space for real dialogue and actually listening to citizens, parties
can learn more about what people really want, crowdsource ideas or gather
insights that could help improve governance and citizens’ experience.
Time will tell if AAP can walk the talk. However, what is
more apparent is the emergence of fundamental social activities like
collaboration and co-creation. Resting on
the principles of generosity and openness, these activities will be the glue
that binds disparate people while transforming and challenging existing
governance models.
