The recent introduction of Uttar Pradesh’s new Digital Media Policy has sparked intense debate across political circles. Aimed at leveraging social media platforms to spread awareness about the state’s welfare schemes and achievements, this policy has not been well-received by everyone. All India Majlis-e-Ittehadul Muslimeen (AIMIM) MP Asaduddin Owaisi has strongly criticized the policy, alleging that it is an attempt by the Yogi Adityanath government to cover up its failures. Let’s delve deeper into the matter to understand the different perspectives.

Objectives and Beneficiaries of the New Digital Media Policy

The Yogi Adityanath government in Uttar Pradesh has introduced this Digital Media Policy to incentivize influential individuals, commonly known as influencers, on social media platforms like X (formerly Twitter), Facebook, Instagram, and YouTube. These influencers will be paid for promoting the government’s schemes and achievements. The policy categorizes influencers into four tiers based on their follower or subscriber count, with payments ranging from ₹2 lakh to ₹8 lakh per month, depending on their reach and engagement levels.

Owaisi’s Criticism: A Cover-Up for Failures?

Asaduddin Owaisi did not hold back in his criticism of this new policy. He took to X to express his discontent, alleging that the policy is a cover-up for the government’s failures. According to Owaisi, this scheme will allow individuals to earn lakhs of rupees by falsely praising the Yogi government on social media, while those who legally criticize the government or its party could be labeled anti-national and jailed. Owaisi further accused the government of misusing taxpayers’ money to fund its propaganda.

Government’s Perspective: A Tool for Information Dissemination

On the other hand, the government maintains that the primary objective of this policy is to enhance public awareness about its welfare schemes and achievements. By leveraging the wide reach and influence of social media, the government aims to directly engage with the public and garner support for its initiatives.

How the Policy Will Work

Under this policy, influencers or agencies must register with the government, after which they will be assigned advertisements to promote. Influencers will be required to create content, videos, tweets, posts, and reels highlighting the government’s schemes and achievements, for which they will be compensated. Depending on their follower count, influencers on X, Instagram, and Facebook will receive between ₹2 lakh and ₹5 lakh per month, while YouTubers could earn between ₹4 lakh and ₹8 lakh per month for creating advertisements, shorts, or podcasts.

Controversies and Concerns

The introduction of this policy has raised several concerns. Critics argue that it is a way for the government to control social media narratives and suppress dissent. Conversely, supporters view it as a modern method for increasing awareness and disseminating information about government policies among the masses.

Conclusion

The controversy surrounding Uttar Pradesh’s new Digital Media Policy has intensified following Asaduddin Owaisi’s sharp criticism. While the government views it as a tool for information dissemination, the opposition sees it as an attempt to cover up failures. It remains to be seen how this policy will impact public perception and whether it will achieve its intended objectives.