Youths in small district towns of provincial India consume images of political icons in certain typology.
This is’ image-time’. The image-time means we are leaving in the time of images. The images come to us through various kinds of orality, learned perceptions, electronic — print media and through various social media sites. We consume images, recreate and distribute them among others. The youths in India consume images more than older generations because they spend more time in the media space.
There are two types of images –those who have shorter life and images with longer life. The images who have long life may transform in symbol after sometimes going through with constant additions, deletions and modifications. The symbols evolved from mixing and remixing of various kinds of images of a leader, social icons and political personalities may sustain even then person is not alive. We can see how images of leaders like Mahatma Gandhi, Nehru, Ram Manohar Lohia, Indira Gandhi are still alive in the memories of common people, especially youths even though they have not experienced these leaders, their times and regimes directly. But there are less chance of drastic shift in the positive or negative direction, in the images or symbols of leaders who are not alive. Because political actions of the leaders produce image resources, on which any big shift in the images take place, But the leader who is alive may have opportunity to acquire a big sweep in his or her own image making through his political actions.
To understand the image consumption of youths in district towns of Uttar Pradesh, we conducted interviews among the youths of middle class who are either studying in collages or preparing the various competitive exams. We interviewed youths from various castes living in these district towns. What we observed that many of these youths in their struggling time for employment derive hopes for their future from images and political symbols. The future is major concern in their minds. It appears as most popular phrase during discussion. These concerns of future begin from their worries and hopes for individual future but also extend to the future of society and nation.
There are researches who reveals that neo-liberal economy produced inertia and uncertainties among the youths. In this time of inertia, they loose orientation for their growth. It is point to note that such trend was observed in the initial phase of phase of neo-liberal time. Most of these studies conducted before 2010 in India. But in current time which I use to say’ second(matured) phase of neo-liberal time in India’, we observed that a new shift took place in youth minds that is a’ shift from inertia to aspirations’. The aspiration for being successful in the life is emerging fast in provincial India. These aspirations are evolving due to two reasons- firstly , explosion of informations about various kinds of lively hood opportunities and success stories, entrepreneurial narratives which come to them through various forms of media, secondly, to know, read and narrate the inspiring symbols of socio-political icons which comes to them- either through traditional narratives or new narratives cultivated by various kinds of media. The notion of kam-dhandha is emerging among them as hope. Many of them say-‘ If we will not get Naukri, will start some’ kam dhandha’. See how people are earning from online business, you tube channel etc’. In this period which is ‘time -pass period ‘ for them as defined by craig Jeffery in his book—Time pass: Youth, class and the politics of wating in India, what I observed that the images also help them to acquire inspirations and strengthen ‘aspirations bhava’ to achieve the target. In this imagology of the youths in provincial India, with other kinds of images, political images also cultivate inspirations and hopes among them.
How these youths consume images? We observed that youths in small district towns of provincial India consumes images of political icons in certain typology. Based on knowledge, perceptions and information they prepare certain type or summarised narrative capsules for remembrance and reference. They prepare types such as Gandhi as Mahatma and Rashtra pita, Nehru as first prime minister of India and also nation builder, Indira ji as daughter of Nehru ji and strong women Prime minister. While interviewing the youths of some District towns in Uttar Pradesh ,especially in eastern Uttar Pradesh we heard various images of Narendra Modi, Prime minister of India such as strong, firm who take decisions, corruption free, dedicated for development etc since years.
But in recent field explorations in some of these district towns, we observed his various kinds of positive images have been clubbed in a symbolic capsule as ‘Yug purusha’ in the minds of some of the youths in these district towns. I tried to dig-why yug purusha? Some of the youths failed to explain but some of them belong to mostly upper castes and other backward castes said-he is working for vikasit Bharat, making future of India. He has vision for taking India ahead. He gave us Ram Janam Bhoomi temple.
It is very difficult to tell how and when this image of’ Yug purusha’ attached with his image at least for a section of youth of provincial India. But what we observed that after Ram Janam Bhoomi Pran Pratishtha samaroh , there is major sweep in the image making of PM Narendra Modi in provincial India especially among the youths of the district towns.
In fact, such images appear as symbol of trust and hope in the imagination of people who consume them. However, the symbol of yug purush produced due to various political and administrative action taken by PM Narendra Modi during last 10 years but such symbol goes beyond political. Such images also carry an image of the leader who reconstruct socio-cultural and economic realm of the life universe of the public. The parliamentary election in 2024 is going to be held soon. In this condition, such symbols may have political impact in electoral politics of Indian democracy and bears political readings.