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In July, tens of thousands of young Indians took to the streets over examination paper leaks, scarce jobs and narrowing educational opportunities. In August, members of Narendra Modi’s cabinet reportedly received assessments of their performance on social media. The symmetry was almost too neat. India’s students had asked the government to account for its examinations. The government answered, in part, by examining its ministers.

The assessments covered the frequency of posts, the engagement each attracted, their reach and even the geography of ministers’ followers. They followed Modi’s instruction that his colleagues become more active on the platforms favoured by the young. Static announcements tailored to X and Facebook were giving way to Instagram reels, selfie-style clips and a newly informal prime minister. The desired videos, one member of a minister’s communications team said, should have “minimal editing” and “some rawness.” Spontaneity had become a cabinet directive.

The audience responded in ways the assessments could count more easily than interpret. Modi opened one address with “Friends”; users replied, “We’re not friends.” They reviewed his camera angle, script and editing as if he were an unsuccessful influencer. Many asked for his skincare routine. One widely shared reply compressed the joke into an accusation: “Your skin is brighter than the country’s future.” A prime minister seeking informality had become content. The report card would call this engagement.

Illustration: Pariplab Chakraborty.

There is nothing foolish about a government speaking where its citizens listen. Modi understood the political power of digital media long before most opponents. But the present turn raises a different question. If alienation begins in........

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