In the lead-up to the 2024 national elections in India, Instagram is being used as a platform to boost AI-generated images of Prime Minister Narendra Modi, despite concerns about the lack of disclosure and potential violations of rules set by Meta, the parent company of Instagram.
One such image, created by the right-wing page Hokage Modi Sama, depicts Modi as Bhishma Pitamah from the Hindu epic Mahabharata, complete with long grey hair and body armour. This image, along with many others, aims to portray Modi as a Hindu leader and warrior, garnering millions of likes and views on the platform.
However, the use of AI-generated images in political advertisements on Instagram has raised questions about enforcement and disclosure. Meta has recently updated its policies to require advertisers to disclose the use of AI in their content, but many ads, including those from Hokage Modi Sama, lack proper disclosure.
Despite the potential for AI-generated images to be used for propaganda and misinformation, experts point out that they can also be used to push strategic narratives and create a cult-like following around political leaders. The widespread circulation of these images on social media platforms like Instagram can help shape public perceptions and influence voter behavior.
While the Hokage Modi Sama page does not explicitly state its affiliation with Modi’s Bharatiya Janata Party (BJP), its history of sharing pro-Hindutva and pro-BJP content suggests a strong connection. The page, with over 130,000 followers, has also capitalized on the popularity of the AI images by selling merchandise based on them.
The use of AI-generated images in political campaigns is not unique to India, with examples from countries like the United States, Argentina, and Indonesia showing how these images can be leveraged for various purposes. As India gears up for its upcoming elections, the use of AI in political advertising on platforms like Instagram is likely to continue to be a topic of debate and scrutiny.
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Key points of the article include:
1. Instagram boosted AI-generated images of Indian Prime Minister Narendra Modi as part of modern propaganda tools before the 2024 national elections.
2. The images depicted Modi as a Hindu leader with various mythological and historical references, aiming to create an aura of unquestioned loyalty among his supporters.
3. Meta’s disclosure rules for AI-generated content were not fully enforced, as advertisers like Hokage Modi Sama failed to disclose the use of AI in their sponsored posts.
4. AI-generated images are being used to push strategic narratives in Indian election campaigns, with the goal of building a cult-like following around political leaders.
5. The use of AI-generated images in political campaigns is not unique to India and has been observed in other countries like the United States, Argentina, and Indonesia.
6. The article highlights the potential impact of AI-generated content on political propaganda and the need for better enforcement of disclosure rules on social media platforms like Instagram.