Decoding Audience Sentiments on the ‘Mann ki Baat’ Radio Broadcast Using Data Mining Approaches

Abstract

The popularity of any government depends on the ability to communicate with the common people and that effectively conveys its policies, initiatives, and future goals.Political leaders around the nation employ a variety of communication techniques to engage with the public and inform them of their endeavours. Prime Minister of India Shri Narendra Modi chooses radio podcasts as a medium to reach out to the common people through the programme ‘Mann ki Baat’ since it is a significant communication medium that transmits podcasts to remote areas - villages, districts, and cities. In order to connect with as many people as possible, the “Mann ki Baat” programme is also broadcasted on several social media sites, including YouTube. And, the present study deals with the contents of the videos of Mann ki Baat uploaded on the YouTube channel National Doordarshan and the analysis of the comments posted by the listeners. The analysis of all the comments revealed that Mann ki Baat is a direct radio programme thatfosters a link between the people and the PM himself. A larger number of comments are heavily concentrated on PM Modi rather than the content of the programme. Numerous residents make use of this channel to express their joy, rage, and enthusiasm. This research offers recommendations to investigate the critical comments of ordinary men to improve the environment in which they dwell.