“Monks, speech which has four characteristics is speech, well-spoken, blameless and not censured by the wise, namely the speech of a monk who speaks only what is wholesome and not what is unwholesome; only what is just, not what is unjust; only what is pleasant, not what is unpleasant; only what is true, not what is false. Speech endowed with these four characteristics is well-spoken, not poorly spoken.” –Bhagwan Buddha on Principles of Communication, Samyukta Nikaya, Vipassana Visodhan Vinyas, Dhammagiri, Igatpuri, 1995
When Prime Minister Narendra Modi in the first week of October 2014 started his initiative of Mann Ki Baat, many sceptics raised questions about it. Even now, the ‘why no press conference’ gang tries to ridicule the programme, and political opponents try to project it as a one-sided communication by the Prime Minister. As the programme is hitting the hundredth episode, on every parameter, the idea of multilevel communication is turning out to be a great success.
Nowhere in the world has the head of the Government sustained this kind of communication with the masses for years together. The key lies in the non-political character of the communication. There have been political turmoils, individual attacks on the Prime Minister and even international conspiracies to defame Bharat but Modi, as the leader, avoided passing any comment on any of those developments, and Modi, as a human being, continued to inspire and instil unlimited positivity among the people.
Initially, Prime Minister Modi started sharing his ideas and policy initiatives with the people. Over the period, with the evolution of the MyGov platform, people started sharing their ideas and stories with the leader. The human side of Bharatiya society, our unique strengths, invoking participatory approach in executing various policy initiatives, identifying unexplored religious, cultural and national tourist destinations and heritage sites etc., became the points of reference for this multi-dimensional conversation. The Government initiatives like Swachh Bharat Abhiyan (cleanliness drive) and the vocal for local became people’s campaigns through this dialogue. The tone and tenor is of an elderly family member discussing household issues with other family members. This positive and pleasant communication style strikes the chord with people from all sections of society.
Medium and technology are other distinctive dimensions of this programme. All India Radio, apparently a monotonous-looking medium, got a new lease of life through Mann Ki Baat. With 501 broadcasting stations and programmes in 23 languages, radio caters to 90 per cent of the geographical area and 98 per cent of the population of a vast populous country like Bharat. People who perceived Modi mania as a social media creation did not realise that without giving much importance to the so-called mainstream, Modi, the mass leader, connected with billions of minds in their local languages. Two-way communication gained new momentum with the integration of various technological tools, from e-mails to uploading videos, stories, and individual and social initiatives. Many local heroes and heroines of Bharat got national-level recognition and turned out to be role models for others. Like People’s Padma, Mann Ki Baat created new people’s icons for New Bharat. The amalgamation of a traditional medium and modern technology has transformed constructive and connecting interactions.
Though Mann Ki Baat is about human stories and the Prime Minister is the primary communicator, national resurgence and ethos are at the centre of the communication. From small-town weavers and self-help groups to international sports achievers, the positive aspects of Bharat have been collectively celebrated through this programme. Festivals, temples, collective and participatory initiatives, strengths of our democracy, civilisational heritage, and reigniting of national will to fight pandemic-like situations have unconsciously been featured and internalised in our national consciousness.
As the unique heart-to-heart conversation between the head of the Government and the common masses reaches its 100th episode, let us understand and cherish the simple but significant communication principles practised by Prime Minister Modi to establish a human connection with the ordinary people.
