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The Uttar Pradesh government has unveiled a comprehensive Digital Media Policy, 2024, which aims to regulate content on social media platforms while also establishing a framework for promoting government initiatives through influencer marketing. This policy, approved by the Uttar Pradesh Cabinet, introduces a novel program for incentivizing social media influencers to disseminate information about the state's schemes and achievements. The government has devised a tiered system, categorizing influencers based on their follower count across platforms like X (formerly Twitter), Facebook, Instagram, and YouTube, with varying compensation levels tied to each category. Influencers with the largest followings can earn up to ₹8 lakh per month for creating content related to government projects, a move that has sparked debate regarding the potential for bias and manipulation.
The policy's emphasis on promoting government narratives through influencers raises concerns about the potential for undue influence and the blurring of lines between objective information and propaganda. Critics argue that this approach could lead to the suppression of dissenting voices and the dissemination of biased or inaccurate information. The government, however, maintains that the policy aims to leverage the reach of social media influencers to effectively communicate information about government schemes and programs to a wider audience. The policy also introduces stringent penalties for the dissemination of 'anti-national' content, including potential life imprisonment. This measure has drawn criticism from free speech advocates, who argue that it could be used to stifle dissent and curtail freedom of expression.
The Uttar Pradesh Digital Media Policy, 2024, represents a significant shift in the way the state government intends to interact with social media platforms and its users. While the policy aims to ensure responsible online activity and promote government transparency, concerns remain about its potential impact on freedom of speech and the potential for misuse. This policy will likely face further scrutiny and legal challenges as stakeholders grapple with its implications for the future of online discourse in Uttar Pradesh.