There is no doubt that behind the creation of the building
that is the brand Rahul Gandhi is a huge superstructure. Curious, I googled
around on the brand that is Rahul Gandhi to see if there are different phases
in the way media has projected the man over the years.
How I did this. The methodology (if you can call it that) is
very simple. I went to Google and typed Rahul Gandhi. Then I went to the news
section and saw how many articles showed in particular date ranges. And I read
through some of them. That’s it. Not rocket science, but a closer look at my
assumptions.
The Google news date range starts off in 2006-2008. But this
is not the period when the Rahul Gandhi brand machine has started off. So I
started off in 2004.
The Lost Phase: The
brand machine took off closer to the 2004 date range when Congress won the
first of two successive general elections. Google news gives about 932 results
for those two years 2004-06. The first steps are small. Stories like “Indias first family
rises again”. There are news with Rahul Gandhi, up close and personal. He had started “mingling with tribals”,
“breaking the security cordon”, “Thousands of hysterical supporters cheered and showered Rahul
Gandhi with rose petals and pink powder…” starts a piece. Jagadamba
Prasad, quoted in this piece, sounds prescient. And since at that time the marketing machine was not really
running, newspapers were not shy of sharing personal details as well like his companion then.
In this phase of Brand Rahul, there is no real brand
building. A few people have reported what they are wont to. This phase of shorn
of hype. But as you can see, there is
absolutely no dissent anywhere. Nobody has yet questioned the legitimacy of the
dynasty and he is seen more of an elite scion somewhere. There also does not seem to be too much hope
of returning to power either among the family or the media.
From 2004 onwards when the Congress coalition won the
elections and formed the government, the brand machine takes a leap. From
comparing Rahul to Rajiv, there is news of the impending coronation as Party
President atleast. There are notes of Musharrafs son meeting Sonias Son
(whyever?).
The Launch Phase:
From 2005 to 2006, Google throws up about 681 results. In 2006, a piece asks, “Has
Rahul Gandhis time come?” Some people had decided then itself that he had
it in him. Another piece informs us why Rahul
Gandhi is not like Rajiv. “Rahul
steps closer to Gandhi throne” informs another piece.
Did you know that Rahul loves
Go karting? Even in this phase, the brand machine has not quite sharpened. “Sources close to the family say that the shy
Rahul is unlikely to respond”. A private
guard quoted in this piece I suppose sums it up well “Aam aadmi idhar allowed nahi hota hai”. So much for seeing the
future. Wonder those who heard his speeches in the future where he talks about
interacting with beggars et al have to say about this. Rahuls adventures in Mayaland
had begun then itself. This piece
informs us that after much coaxing and cajoling, Rahul is willing to campaign
in UP in 2006. “The story emerging out of Amethi is that while Rahul is still
the toast of his constituency, he is nowhere near as popular as his mother and
sister. In the eyes of the adoring constituency, Sonia Gandhi is warm,
affectionate, heroic, and worthy of the highest respect post her rejection of
prime ministerial office, while Priyanka Vadra is dashing, Indira Gandhi-like
and a natural in politics. (I still wonder which genius came up with the idea
of equating Priyanka Vadra with Indira Gandhi – instead of helping her carve
out her own brand of leadership.) Yet the same Amethi had exploded in a paroxysm of joy, when
the Congress fielded Rahul from the constituency. The people had poured into
the streets, spilled out of terraces, and climbed atop trees for a glimpse of
the Gandhi heir who was their ticket to name, fame, and prosperity.” Too long to quote,
the above piece is lovely piece of writing for those interested in “how to
write about emerging scions of political families”. A Kabul trip is
written about as “international exposure” to the budding scion who is now about
36. The piece starts off with a, by now,
predictable “Rahul
Gandhi is, for all intents and purposes, being groomed for high office.”
This part is the real emergence of Brand Rahul. It focuses
on his shyness, reticence, diffidence and also by and large portrays him as a
normal human being. Keyword of this phase: Grooming. The shy boy is being
groomed for a throne is assumed to be his, but he does not aspire for it, he is
reluctant. He is not greedy, just a normal human being who is being offered the
throne, but who, like other average human being offered a throne, would
vacillate. The first thread of connecting with the common folks, I suppose. Whether
it is a Congress throne or a national one. Again, nobody has questioned anything about it
yet. Well, why would anybody?
Dynastic succession in India is as normal as an
apple falling off a tree.
Merit? That’s a misspelt brand of sewing machine.
The common factor through this phase is also about hope and
no dissent whatsoever. And surely not in the India media – where there is
little chance of mainstream dissent. And since the government is in the hands
of a “competent” PM, it is hoped that the government will perform and the shine
will rub onto the shy scion who is being groomed into the job.
The Hype Phase I:
Now we go to 2006-07. That’s about 1590 results now. Hmmm, quantum leap? No?
Exponential coverage then? Perhaps the brand machine has started whirring.
Perhaps watching the lackluster performance of the
government, In this period, he is slowly pushed as a “pro poor mascot” a great
irony in itself. But the story that came out was that he was the man behind the
push
for NREGA to be rolled out countrywide. This phase is the grooming phase at the next level where the
branding goes into his roles as a catalyst that makes things happen when they
would not otherwise. Considering the government has not really performed, this
seems to be another attempt at a mini makeover. Fawning praise is almost
normal. His image as a “pro poor” is now clear. Keywords: Future, pro poor, catalyst,
history, grooming. So, from being a shy, reticent boy who is reluctant to rule
over us, waiting for the golden era, he is now the catalyst. The catalyst who
makes things happen in the background. The catalyst is a recurring theme from
here onwards where everything that can happen is attributed to the catalyst.
Not unlike cults which ascribe everything to the “magic” of one and only cult
head.
In 2008, the brand machine has switched gears. 1670 results
on google. The icon of Indian politics continues his love with the media. The
star campaigner for many an election. The star campaigner has announced that
“we will defeat terrorism”, crowds love the gen-next hero.
The Rahul for PM starts making itself heard slowly in this
year. Karnataka (the election year),
Punjab were all stops on his itinerary. Of course, he has also taken on
Mayawati in what can be seen as early attempts to build an audience in UP. He
has also spoken in favour of the nuclear deal.
He has also been launched as the party mascot or so this piece
says which makes for instructive reading.
The word “Yuvaraj” slowly moves out of the lexicon-since he
has expressed his displeasure. The Dalit reaching out has begun. He has also
turned down a MoS position in PMO. Congress
sources, ever helpful in these matters have helped spread the word around about
the “young” man’s contentment.
And a new brand
of wannabe aspirants in his team. And the dalit
tours have begun in right earnest. "Rahul was doing a Rajiv Gandhi,
who used to be as carefree and open with his constituents and was known to make
unscheduled halts at houses of the poorest of the poor and share a bite with
them…” In between a spot of paragliding, support for Kolkata
Knightriders is all building the image of the charming youth icon. Charm is the
keyword. No dissent whatsoever. Media everywhere reports Congress sources
dutifully, but rarely asks a question.
The fact that the Gujarat polls were a dampener barely finds
a mention. The brand juggernaut rolls on building imaginary landscapes of charm
and awe. All photos show him waving and smiling or smiling and waving or
smiling or waving. There is no bad news associated with the man, at all. Notice
that? Over all these years?
The Hype Phase II:
In 2009, the UPA comes back into power comfortably. Meanwhile, his sister
gives him a certificate. And of
course, his much hyped “poverty tour” with Britain foreign secretary David
Milliband.
Lots of hopes that the man would be a minister in his second
term, but he is content with his party post and leaves all the governance and
ministry in the hands of someone else. So, in Manmohans second term also the
country misses the man at its helm. Indeed he gives a “Certificate”
to MMS as well. And there is talk of a Rahul
Gandhi layer in the Congress leadership in Karnataka.
Those photo opportunities are coming thick and fast. The
heir apparent is ready to become PM one day, not PM the other day, but it is
all his to choose. As the country waits, the brand machine rolls into our
heads, smiling, waving and a blow by
blow account of all those farcical tourism. All this while he is building
the party while refusing a cabinet berth, he
has come of age, visiting the poor for a meal, a quiet revolutionary, lead campaigner.
By the way, how long did that austerity drive last? AS long as the
photo opportunity, I suppose.
The sources always give the right news, observe. No source
will ever say anything wrong. As you can see thus far, the man has made no
mistake, he is like the proverbial Midas touch – with retrospective effect.
Everything he touches has turned to gold and whatever has turned to gold
already is because he has touched it. Never mind that which did not turn to
gold – that is their problem. The case of sour grapes is slowly showing up, but
only for those who care to see it. The media juggernaut, otherwise rolls on.
But this part of the brand campaign shows a certain
tiredness. How long can he be groomed? Or be a catalyst, behind the scenes? Not
that anybody asks a question, but it is worth a thought that it is becoming a
tad repetitive with all those photo opportunities and prepared campaign
speeches.
Thus ended 2009.
The Reality Check
Phase: Searching for news in 2010 gives us about 3520 results. Phew. That’s
a lot. Through the brand building phase, this year is where the brand began to
show its first cracks. Remarkable, considering that most of the cracks came not
from Indias media, but from wikileaks. As far as local media was concerned, it
was the photo opportunities.
The year is all about reaching out to people, whether in
Bihar, slum dwellers in Mumbai, warning US about Hindu terror while they were
busy attacking the wrong religion
for terrorism. And of course, wikileaks told us this, not Rahul.
The world of photo opportunities unlimited continues its
momentous tour. And of course, he snubbed the Shiv Sena by taking a Mumbai
Local train (did he take a ticket, I don’t know). And that made front page
news almost everywhere.
He has told us that Bihar was not shining while not
ruled by his allies (while the similar case of why India remains in dire
straits despite 50 odd years of one family ruling us was never asked nor told) and
of course he kept answering to us as why
he was still not obliging to rule us.
Meanwhile, his mentor in chief has appeared magically and
taken to making dubious statements, which count as news (surprise, surprise) in
an apparent bid to drive votes to his mentee, but not too many have bit the
bullet.
By now discussion of his breakfast
menu, lunch menu were par for the course for every photo opportunity. And then of course after his patbhreaking
meeting with students in Gujarat, he did not meet students ever again,
preferring to meet just the illiterate.
Slowly, the reality checks started coming in. For one, 2010
was the year of the “There are two Indias” speech. Interestingly, perhaps for
the first time in a mainstream journal (or was it in a blog), the Economist asks a question of Rahul Gandhi.
The piece whose byline says “Though no
spring chicken, Rahul Gandhi has a lot to prove before he takes over the family
business” is worth a read because no Indian media outlet has till this date
carried anything remotely similarly worded.
2011 was no different from 2010, but with more questions
being asked, though with velvet gloves in general. 2012 saw a huge take off
followed by a fizzle – which in reality completes the reality check phase.
Watch out for the next steps.
What I want you to think about is the nature of coverage
over all these years.
Now look at this. Our so called prime minister in waiting
has yet to give a simple coherent interview to the media. A simple press
conference where he answers our questions. A simple conference where we know
what is there, if anything, on his mind. All we get to see are photo
opportunities, whats on his menu and all his campaign speeches.
And see through these nearly 6 odd years of media coverage.
All vapourware. Not a single article of substance. And yet, every fawning media
outlet worth its Padmasri has speculated when he will lead us. And he cannot
answer a simple question from college students credibly.
Ask yourself, why does the media treat him with kid gloves
(or mittens)? Why is he never ever asked a tough question? Why this
obsequiousness media? Fearless Indian media, pick up that mike and hold a
conference that is broadcast live. We want to know what the prime minister in
waiting really thinks about us without having to go through the fog that is his
mentoring and campaigning team.
Can we see that? Soon?
(X Posted in CRI)
