The Uttar Pradesh government, led by Chief Minister Yogi Adityanath, has approved a new digital media policy aimed at promoting its developmental and welfare initiatives through social media influencers and digital platforms. Announced on August 27, the Uttar Pradesh New Digital Media Policy, 2024 offers lucrative incentives for influencers to promote the state’s achievements, while also threatening legal action for content deemed “indecent, obscene, or anti-national.”
Sanjay Prasad, the principal secretary to the Chief Minister and the state’s information department, elaborated on the policy’s intentions. "Under no circumstances should the content be indecent, obscene, or anti-national," Prasad said, emphasizing the need for appropriate digital content that supports the dissemination of the government’s welfare schemes and achievements.
The policy creates a significant opportunity for digital influencers, offering monthly payouts of up to Rs 8 lakh for content that promotes the state's initiatives. This system is tiered based on the reach of influencers on platforms like Facebook, Instagram, X (formerly Twitter), and YouTube. Influencers who create content for YouTube, including podcasts and short video clips, could earn the highest payouts, up to Rs 8 lakh per month. Influencers on other platforms, such as X, Facebook, and Instagram, could earn up to Rs 5 lakh, depending on the number of followers and engagement they generate.
According to Prasad, the primary goal is to ensure that information about various developmental and public welfare schemes is spread across digital channels. "The policy was prepared to disseminate information about various developmental, public welfare, beneficial schemes, and achievements of the state," Prasad stated. He further added that this would increase employment opportunities for residents of Uttar Pradesh, even those living in different parts of the country or abroad.
Controversy and Criticism
However, the policy has ignited its fair share of criticism. One could argue that this policy serves as an attempt to control digital narratives and suppress dissent. The Congress party accused the BJP government of trying to “capture” the digital media space by offering financial rewards for positive coverage while punishing any form of criticism.
"Now the government is bent on taking up the media for ‘adoption’ without any fear or hesitation. If this is not a danger to democracy, then what is?" said a spokesperson for the Uttar Pradesh Congress. This move comes at a particularly convenient time for the Uttar Pradesh government, just as it faces an uphill battle to secure enough votes ahead of the state Assembly elections. Following less-than-ideal outcomes in the Lok Sabha elections, there seems to be a need for a strong strategy to regain voter confidence. The introduction of this policy seems like a rather calculated attempt to boost (buy) their voter count.
The policy’s vague references to what constitutes “anti-national” content also raise alarm. Without a clear definition, the government could misuse the policy to target opposition voices or independent media.
Government’s Defense
BJP spokesperson Rakesh Tripathi defended the new policy, arguing that it aligns with the government's responsibility to combat misinformation and promote positive contributions through social media. "Those who are doing good work will be provided advertisements as a means of employment," Tripathi said. He stressed that the policy is focused on ensuring that digital platforms are used for constructive purposes and warned that those spreading misinformation or creating social unrest would face strict action.
Tripathi also claimed that the policy would "set a precedent" for other states to follow, potentially reshaping how governments interact with digital media in the future.
As Uttar Pradesh moves forward with this policy, debates about its impact on free speech, media integrity, and political influence will likely continue. Whether it enhances the digital ecosystem or tightens control over dissenting voices remains to be seen.