Radio Modi: How India’s prime minister sweet-talks the nation
We analysed hundreds of Narendra Modi’s broadcasts. They reveal a meticulously cultivated image
Images: Joan Wong
Narendra Modi, India’s prime minister, could reasonably claim to be the world’s most popular democratically elected leader. Some polls suggest that around 75% of the world's most populous country support him, an approval rating that dwarfs that of any leader of a big democracy. He is almost certain to serve a third term. His Bharatiya Janata Party (BJP) is widely expected to win India's general election, which kicks off on April 19th. With his fiery rhetoric, Mr Modi embodies the muscular, Hindu-nationalist vision of India championed by the BJP. India’s opposition accuses him of pandering to the large Hindu majority. But Mr Modi is more than a rabble-rouser: his support cuts across class and caste, even if his party has struggled to win over India’s south and the country’s Muslims. Millions of Indians relate to his personal story—he rose to high office from humble origins. And plenty have benefited from his policies, which include generous welfare schemes. But an important reason for his popularity is his ability to tell a story.
While suppressing many sources of dissent, in the media and civil society, the government also projects Mr Modi as an everyman, acutely in touch with the problems of ordinary people and committed to solving them. He has carefully cultivated this image. Perhaps nothing demonstrates this better than “Mann Ki Baat”, a monthly radio show that Mr Modi has hosted since he came to power. This is how he opened the first episode in 2014:
My dear countrymen, today is the holy festival of Vijayadashami…
…My heartiest greetings on this occasion of Vijayadashami to one and all.
“My dear countrymen, today is the holy festival of Vijayadashami…”
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“Mann Ki Baat”, which loosely translates to “thoughts from the heart”, is essentially Mr Modi’s podcast in which he plays the role of a friendly uncle rather than the leader of the world’s biggest democracy. He regales listeners, whom he calls “dear countrymen”, “friends”, or “brothers and sisters”, with anecdotes, folk tales and sage advice. They are also encouraged to participate. In every episode Mr Modi urges listeners to send in ideas for topics or people to cover. As he says often, these suggestions will take the country to “new heights”.
To see how Mr Modi carefully moulds his image, and get an insight into the India he would like to portray, The Economist analysed transcripts of all 110 episodes of “Mann Ki Baat”, using a text analysis method to judge the sentiment and content of his broadcasts.
MKB episode
Each block in this grid represents an episode of “Mann Ki Baat”. Mr Modi took a break for the 2019 election, and is doing so again for this year’s vote.
The shows brim with positivity. For every 100 words, four are explicitly positive compared with 0.8 that are negative. The resulting net-sentiment score is significantly higher than Mr Modi’s official speeches and his rallies.
Gloominess is rare. An episode in March 2015 is the only one to register a negative score; it featured the travails of farmers affected by drought and other natural calamities.
India’s achievements dominate, be they sporting, scientific or industrial. The word “inspiring” (or some variation of it) features roughly five times per episode, almost always in reference to an example of India’s progress.
Another recurring theme is culture and tradition. Yoga, for instance, is mentioned three times per episode on average. Underpinning all this is a desire to restore India to its past glory. In the first episode Mr Modi urged Indians to recall their greatness.
Of the 110 episodes, one in April 2018 registered the highest sentiment score. It celebrated India’s successes in the Commonwealth Games, and the 20th anniversary of a nuclear-weapon test.
Often starkly different examples of progress are highlighted in a single episode. In November 2023, for instance, Mr Modi talked about India’s digital revolution, anti-terrorism efforts and initiatives to teach workers new skills.
Every episode so far has touched on women’s progress and status in society. And all but two have covered rural development successes, such as innovative farming practices or water conservation techniques. In February 2024 Mr Modi brought all these threads together:
Friends, today there is no region in the country where woman power has lagged behind. Another area where women have demonstrated their leadership abilities is natural farming, water conservation and sanitation. The suffering, the pain and the hardships that our mother Earth is facing due to chemicals—the Matrishakti [mother power] of the country is playing a big role in saving our mother Earth.
—“Mann Ki Baat”, Feb 25th 2024
And almost every religious or cultural event is commented upon. Indeed the first words Mr Modi uttered in “Mann Ki Baat” were a greeting on the day of a Hindu festival.
But unlike at his rallies, where he appeals to India’s Hindu majority, Mr Modi adopts a more inclusive approach on the radio. Muslims, Christians and Sikhs are celebrated too.
This is an opportunity to remember the teachings of Prophet Muhammad and his message. It is our responsibility to follow the path of equality and brotherhood as morals from his life.
—“Mann Ki Baat”, Apr 29th 2018
This openness demonstrates the importance of “Mann Ki Baat” for promoting a different side of Mr Modi. The show is not an overt tool for BJP campaigning. Unlike at his tub-thumping rallies, Mr Modi rarely mentions the party; nor does he refer to the Congress, India’s main opposition. But the show nevertheless has a political purpose. The themes it covers are central to his party and its vision of India. Every BJP manifesto over the past decade, including the one released on April 14th for the upcoming election, has promised to revive the country’s civilisational glory. Mr Modi’s election campaigns focus heavily on bringing development to India, especially to women and people in rural villages. On the show, his government’s programmes—many of which are continuations of existing schemes that have been rebranded to bear his name—are routinely credited with driving India’s progress.
Almost as important as what he says is what he omits. Negative stories, such as riots or communal violence, are either referred to obliquely or ignored altogether. After thousands of farmers took to the streets in Delhi to protest against the BJP’s proposed agricultural reforms in 2021, the next episode of “Mann Ki Baat” focused conspicuously on farming successes.
On occasion Mr Modi uses “Mann Ki Baat” to defend the government’s policies, and especially his own decision-making. Earlier in 2024, he celebrated the controversial opening of a temple dedicated to Ram, a Hindu god, on the ruins of a mosque demolished by Hindu extremists in 1992, and dressed it as an occasion for unity (“During this time, the country saw the power of togetherness, which is also a major basis for our resolves of a developed India”, he said). And in 2016 Mr Modi abruptly rendered 86% of cash in circulation obsolete, hobbling the economy and causing long queues outside banks. The subsequent episode featured callers praising his decision:
Sir, Namaste. My name is Aashish Paare. I am an ordinary citizen of Village Tiraali of Tehsil Tiraali in District Harda of Madhya Pradesh. Your move to demonetise 1,000 and 500 rupee notes is a commendable step.
—“Mann Ki Baat”, Nov 27th 2016
Both the format and medium of “Mann Ki Baat” may seem outmoded in the 21st century. It recalls the fireside chats of Franklin D. Roosevelt in the 1930s and 1940s, in which America’s president apprised his citizens of his policies via radio. Though, in contrast with Mr Modi’s upbeat broadcasts, FDR was frank with Americans (see chart), for example explaining the consequences of bank closures in the midst of a financial crash.
In the first episode of “Mann Ki Baat”, Mr Modi said radio would allow him to reach “each and every corner of the nation”, including the “poorest homes”. Testing that claim is tricky because listening figures are hard to come by. According to one study, the show attracts around 230m regular listeners, or 16% of India’s population; another survey of media habits in 2022 puts the share at 10%. Most listeners are probably not tuning in on radio, which has faded as a media source. Only 8% of Indians tune into any radio show regularly, according to the same media survey. But “Mann Ki Baat” is also broadcast on India’s more popular mediums, such as television (now present in 75% of households) and online (smartphones are found in 76%). On YouTube, uploads of episodes garner hundreds of thousands of views. Shorter clips are shared on WhatsApp. And the media routinely covers Mr Modi’s monologues. Discussions about water conservation and animal husbandry may seem dull, but for much of India they matter.
Don’t worry, be happy
Net positivity of selected speeches*, %
0
1
2
3
Mann Ki Baat
Modi’s official
speeches†
Modi election
rallies
FDR’s fireside chats
1933-44
*Share of positive words minus share of negative words
†Public speeches as part of prime ministerial duties
Source: Narendramodi.in; Franklin D. Roosevelt
Presidential Library and Museum; The Economist
How much does Mr Modi’s radio show boost his popularity? A pre-poll survey suggested that among the Indians who plan to vote for the BJP over the next month 70% will do so because of the party’s work, including welfare schemes, and Mr Modi’s leadership qualities—both of which are showcased on “Mann Ki Baat”. But isolating its impact on Indians is tricky. It is after all just one of the many ways in which he reaches them. Mr Modi is the face of welfare schemes, infrastructure projects and his image is plastered on billboards. But social-media reviews of his show are overwhelmingly positive. Some evidence suggests that coverage of topics on the show leads to broader interest in them. For example, Google searches for issues mentioned in the show spike after the broadcast, according to a study published by researchers at the Indian Institute of Management in Bangalore and the State Bank of India.
Indians are increasingly bullish about their country. That is undoubtedly a reflection of the BJP’s rosy messaging through platforms like “Mann Ki Baat”. Many Indians now associate Mr Modi with the country’s successes—not just in policy, but also in fields such as spaceflight and sports. A survey last year revealed that 60% of Indians credited Mr Modi for India’s greater “global stature” and “cultural capital”.
By becoming the chief narrator of India’s triumphs, Mr Modi is increasingly seen as their architect. And he knows it. He is confident that he will return to office, and before long the airwaves too. In March, during the last episode of “Mann Ki Baat” before the election hiatus, he signed off with little doubt that he would be back soon:
Friends, the next time I converse with you…
I will meet you with new energy and new information…
…Take care of yourself, thank you very much. Namaskar.
