International Journal of Trend in Research and Development, Volume 3(2), ISSN: 2394-9333 www.ijtrd.com Sociopolitical Mobilization on Facebook: A Pragmatic Approach to Anti–Corruption Movement in

Dr.T.Padmanabhan1, Dr.C.Pichandy2, Ms.Chinju S3 1Assistant Professor, Department of Visual Communication, Faculty of Science &Humanities, SRM University, Kancheepuram, Tamil Nadu, India. 2Former Head and Professor, Department of Communication, PSG College of Arts and Science, Coimbatore, Tamil Nadu, India. 3Independent Researcher (Under the guidance of Dr.T.Padmanabhan), Holding Master of Journalism & Mass Communication from Bharathiar University @ PSG College of Arts and Science, Coimbatore, TN, India.

Abstract—The anti-corruption movement followed by its and Germany (Kumar A., 2011; Suroor, 2011; Rama, 2011). impact among the people of India justified the need for the Later, the media termed this group as „Team Anna‟. change of ruling political bodies in 2014 parliamentary election and 2015 Delhi assembly election. The largest alleged scams II. THE NATURE OF THE PROBLEMATIC and scandals like the 2-G spectrum, commonwealth games, adharsh housing society scam and coalgate had Anti-corruption movement in India have identified the been a talk of the town. On one context these were highlighted wrong deeds of rulers in the political system. A step further, in newspaper, television and social media, and the mood of they have led to the emergence of a political party or else they frustration against United Progressive Alliance (UPA) are shaped into institutionalised organization of social and government had augmented among the Indians (Usha, 2014). political concern. Without social media, the possibilities of At the same time, ‟s voice against corruption was drawing huge attention over the nation of many linguistic highly appreciated by the people and the media, which in turn, states by the social movements would raise a question mark caused the mobilization on social media. and it was the “Facebook revolution”. A new political party Considerably, facebook mobilized the mass across the has come out in the name of AamAadmi and exposed the UPA boundaries of India. Further, the active users of facebook have government‟s inability to create a strong ombudsman bill. It fortified the anti-corruption movement, and their shares of has shaken the UPA government in Delhi. At this historic corruption related issues on facebook reached the public with juncture, from a futuristic perspective it becomes important to no hidden agenda or favours. It competes as a crucial role study the influence of facebook in mass mobilization in Indian before and during the elections and also affected the mentality society. Hence, the present investigation is an attempt to study of people in India by changing their mind frames. This study the effective use of Facebook in mass mobilization amongst a reveals the entire political impact and formation of anti- cross section of the people of Tamil Nadu state, India. corruption movement. The research scholar adopted III.OBJECTIVES OF THE STUDY quantitative approach with resource mobilization and political process theories to conclude the results of this study. 1. To study the influence and role of facebook in mass mobilization on anti-corruption issue. Keywords—Anti-Corruption Movement, Sociopolitical Mobilization, Facebook Revolution, Research Mobilization 2. To measure the nature of association and difference Theory, Political Process Theory, Social Media Movements. between the users‟ demographics (Age, Educational Qualification, Occupation) and the anti-corruption issue. I. INTRODUCTION 3. To determine the importance and impact of facebook On April 5, 2011, Hazare began his indefinite fast at mobilization and anti-corruption movement. JantarMantar, New Delhi, India. He demanded the government to draft an anti-corruption bill that ought to IV. RELATED LITERATURE REVIEW AND THEORY contain stronger punishments and additional independence to the Lokpal and Lokayuktas (Ombudsman in the states). He Usha (2014) has dealt with the Indian media‟s coverage of proclaimed that the hunger strike would continue till the bill Anna Hazare‟s anti-corruption movement and the use of the was passed (PTI, 2011; BBC, 2011; Usha 2014). The mobile phone and social media platforms by the organisers of movements garnered the eye of the conventional media, and „India Against Corruption‟ movement effectively. The impact thousands gathered as a support on/for his struggle in support of social media platforms enabled the younger and educated of his struggle. What was at first the 150 individuals gathering middle class to engage themselves in online mobilization to around Hazare in his fast became a mass movement against become a mass towards the movement. Almost every corruption (PTI, 2011). Social activists, including Arvind newspaper, and television news channel, and their editors and Kejriwal, Medha Patkar, former IPS officer Kiran Bedi and prominent journalists have a social media account and a Nagabhairava Jaya Prakash Narayana joined Hazare. Later, number of prominent Indian film personalities and sports several celebrities and known personalities from all walks of persons have a social media page. It also includes activists, life extended their support for his protest (Sandeep, 2011). The writers etc. It became a common opinion platform. Further, the protest unfolds sort of a wild fire, across the nation. The Indian prominent social and other personality‟s voices gave massive cities Bangalore, , Chennai, Ahmedabad, Guwahati, support leading to various protests across India, organised by Shillong and Aizawl witnessed protests and processions, and India Against Corruption. later the protest gathered momentum altogether in other cities, towns and far side of the boundaries, in US, Britain, France IJTRD | Mar-Apr 2016 Available [email protected] 585 International Journal of Trend in Research and Development, Volume 3(2), ISSN: 2394-9333 www.ijtrd.com Further, Madhur, Gupta, and Anand (2012) examined Anna opposition on the other hand warned the government that the Hazare‟s anti-corruption protest in relation to facebook. The watchdog law may undermine the government‟s power. study revealed that facebook had its effect on the society; the net-savvy people took the issue on facebook and disseminated V. THE RESEARCH AND NULL HYPOTHESES the importance of anti-corruption protest through the updates of the Anna Hazare‟s hunger strike for the strong Jan Lokpal RH1: Facebook has greatly contributed to mobilize the bill (Citizen Ombudsmen Bill). Besides, the identities of the mass into anti-corruption movement and enabled corrupt political leaders were unveiled by the supporters and political opportunities in its achievements in India. the pro anti-corruption pages, „India Against Corruption‟ page H01: Facebook has not contributed to mobilize the mass and „Join Anna Hazare‟s hunger strike to bring Jan Lokpal into anti-corruption movement and has had no role in Bill‟ page had gained millions of followers. The researchers resulting political opportunities in India. found that the social media played a biggest role in mobilizing the mass; its ease of access attracted the users and promoted VI. RESEARCH DESIGN the freedom of expression in posting views, sharing the information, and discussing by commenting. Moreover, youths The researcher has adopted an „ex-post facto‟ factorial have been raising their voice against violation, human rights research design which is a non-experimental design widely and corruption. Women participation was found to be less than explored in social science research, mostly relying on survey men‟s participation in online towards social issues. procedures. This method is not only scientific but a systematic empirical enquiry, where the independent variables explored Neha (2011) viewed that when there existed a connection are already present in a social context. The researcher between the social media and urban Indian youth revolution, considered the independent variables such as facebook what was viral on facebook and impacted the society sociability, online participation and the demographic variables with the people‟s protest organisations on the streets. The such as age, educational qualification and occupation. The potential of the social media space in historical revolutions has dependent variable is facebook activity on anti-corruption been witnessed in the Arab world. Though the power of social movement issue. media greatly differed in the political context and the citizen action was driven by the social media after the call of Anna VII. RESEARCH QUESTIONS Hazare‟s protest, it has reverberated through internet. The protest was connected through social media and RQ1.1: Is there any effect of facebook on the respondents in communication technology tools. mass mobilization of the anti-corruption movement in terms of respondents‟ demographics (age, Rama (2011) observed the Lokpal and Lokayukta Bill 2011 educational qualification, and occupation)? comprised of the subject for social protest in India against RQ1.2: Is there any effect of facebook on the respondents in corruption. Anna Hazare‟s Anti-corruption movement aimed at mass mobilization of the anti-corruption movement in creating a watchdog ombudsman office which would have the terms of respondents‟ facebook sociability (Facebook power to receive complaints and take actions against the social circle, Facebook group strengths and corrupt politicians and bureaucrats in India. The Indians have Facebook page strengths)? mounted unprecedented pressure on the ruling UPA RQ1.3: Is there any effect of facebook on the respondents in government by protesting through street, hunger strike and mass mobilization of the anti-corruption movement in viral campaign on facebook, twitter and other micro blogging terms of respondents‟ online participation on sites in 2011. Anti-corruption campaigners viewed that in the facebook. government‟s bill there was no investigation power to ombudsman‟s office and the UPA party members, and some

VIII. RESULTS OF THE STUDY

The responses towards the anti-corruption issue were subjected to t-test and ANOVA based on the following sub research questions. TABLE 1: Age Vs Facebook Activity On Anti-Corruption Movement (RQ1.1)

Sociopolitical issues Sum of Squares df Mean Square F Sig. Between groups 1710.234 5 342.047 13.270 .000 Anti – corruption Within groups 22012.625 854 25.776 movement Total 23722.859 859

TABLE OF MEANS 1.1

Age of the respondents 18-20 21-25 26-30 31-35 36-40 41 +

Mean 28.7162 28.8936 31.8870 31.5476 31.7551 31.0222 Anti – N 148 357 177 84 49 45 corruption Std. movement 3.69600 5.85882 4.68056 4.82565 4.35665 4.96574 Deviation IJTRD | Mar-Apr 2016 Available [email protected] 586 International Journal of Trend in Research and Development, Volume 3(2), ISSN: 2394-9333 www.ijtrd.com The results of one way analysis of variance (ANOVA) as shown in the Table 1 reveals that there is a significant influence (F=13.270).The Table of Means 1.1 shows that the age groups of 26 to 40 and more than 41 (M=31.8870, 31.5476, 31.7551, 31.0222) show the greater knowledge towards mass mobilization of the anti-corruption movement, followed by the age group of 18 to 25 (M=28.7162, 28.8936). Hence, it can be categorically asserted that across the age groups of the respondents, those with 26 and above have higher degree of influence and 18 to 25 have moderate reception in terms of their perception of the effect of facebook towards mass mobilization of the anti-corruption movement.

TABLE 1.2: Educational qualification Vs Facebook activity on anti-corruption movement (RQ1.1)

Sociopolitical issues Sum of Squares df Mean Square F Sig. Between groups 2374.262 3 791.421 31.733 .000 Anti – corruption Within groups 21348.598 856 24.940 movement Total 23722.859 859

TABLE OF MEANS 1.2.1

Educational Undergraduate Postgraduate Engineering Research Qualification Mean 28.4885 29.9145 30.3750 34.5233 Anti – corruption N 260 386 128 86 movement Std. Deviation 4.71135 5.46065 4.74881 3.84318

The results of one way analysis of variance (ANOVA) presented in the Table 1.2 reveals that there is a significant impact (F=31.733). The Table of Means 1.2.1reveals that the research scholar, engineering graduate, postgraduate respondents have greater perception of the effect of Facebook towards mass mobilization of the anti-corruption movement (M=34.5233, 30.3750, 29.9145) followed by the stands of undergraduate (M=28.4885, 20.9846).Hence, it can be concluded that across different educational groups of the respondents there is a significant influence on their perception of the effect of facebook towards the anti- corruption movement. Amongst the respondents the research scholars, postgraduates, and engineering graduates have greater influence than undergraduates.

TABLE 1.3: Occupation Vs Facebook activity on anti-corruption movement (RQ1.1)

Sociopolitical issues Sum of Squares df Mean Square F Sig. Between groups 1619.853 3 539.951 20.911 .000 Anti – corruption Within groups 22103.007 856 25.821 movement Total 23722.859 859

TABLE OF MEANS 1.3.1

IT Media Occupation Student Professional Professional Professional Mean 30.5726 28.4873 27.6803 31.4775 Anti – corruption N 358 158 122 222 movement Std. Deviation 4.99625 4.22268 6.61487 4.80261

The result of one way analysis of variance in the table 1.3(ANOVA) for occupation of the respondents in terms of their perception of the effect of Facebook towards mass mobilization of the anti-corruption movement is significant (F=20.911).The Table of Means 1.3.1shows that the students and professionals have grater perception of the effect of Facebook towards mass mobilization of the anti-corruption movement (M=30.5726, 31.4775). Hence, it may be inferred that among the respondents of various occupations there is a significant influence on students and professionals and their perception of the effect of facebook towards mass mobilization of the anti-corruption movement.

TABLE 2: Facebook social circle Vs Facebook activity on anti-corruption movement (RQ2.1)

Sociopolitical issues Sum of Squares df Mean Square F Sig. Between groups 588.701 3 196.234 7.261 .000 Anti – corruption Within groups 23134.158 856 27.026 movement Total 23722.859 859

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TABLE OF MEANS 2.1

Friends circle Less than 100 101 to 300 301 to 600 More than 601 Mean 29.6796 30.6327 28.8801 30.8010 Anti – corruption N 103 294 267 196 movement Std. Deviation 3.84303 4.63343 6.01507 5.41282

The results of one way analysis of variance (ANOVA) as shown in the Table 2 reveals that there is a significant effect (F=7.261). The Table of Means 2.1 shows that the respondents who have the friends circle up to 300 and more than 601 seem to have greater perception of the effect of facebook towards mass mobilization of the anti-corruption movement (M=29.6796, 30.6327, 30.8010), indicating that those who have restrictions to add more friends in their circle (up to 300) and those who added more friends in their circle (more than 601) have some influence in believing the power of facebook in mass mobilization in the matters of the anti-corruption movement.

TABLE 2.2: Facebook group strengths Vs Facebook activity on anti-corruption movement (RQ2.1)

Sociopolitical issues Sum of Squares df Mean Square F Sig. Between groups 359.354 3 119.785 4.389 .004 Anti – corruption Within groups 23363.506 856 27.294 movement Total 23722.859 859

TABLE OF MEANS 2.2.1

Group strength Not in groups Less than 10 11 to 20 More than 21

Mean 30.7222 30.4155 30.3655 28.9526 Anti – corruption N 18 361 249 232 movement Std. Deviation 3.84716 4.72454 4.97807 6.21772

The results of one way analysis of variance (ANOVA) as shown in the Table 2.2 reveals that there is a significant effect (F=4.389). The Table of Means 2.2.1show that the respondents who have not joined groups and those who joined groups below 20 have shown grater perception of the effect of Facebook towards mass mobilization of the anti-corruption movement (M=30.7222, 30.4155, 30.3655), indicating that those respondents having below 20 groups have had some influence in believing the power of facebook in mass mobilization in matters of the anti-corruption movement.

TABLE 2.3: Facebook page strengths Vs Facebook activity on anti-corruption movement (RQ2.1)

Sociopolitical issues Sum of Squares df Mean Square F Sig. Between groups 936.453 3 312.151 11.726 .000 Anti – corruption Within groups 22786.406 856 26.620 movement Total 23722.859 859

TABLE OF MEANS 2.3.1

Liked pages Less than 25 26 to 50 51 to 100 More than 101 Mean 29.8618 30.3723 28.1136 31.0360 Anti – corruption N 152 282 176 250 movement Std. Deviation 5.89876 4.89240 5.39403 4.79067

The results of one way analysis of variance (ANOVA) as shown in the Table 2.3reveals that there is a significant effect (F=11.726). The Table of Means 2.3.1reveals that the respondents those who have the practices of hit like on the pages are found to have greater perception of the effect of Facebook towards mass mobilization of the anti-corruption movement (M=29.8618, 31.0360), indicating that the respondents those who have the nature of following the verified pages have more influence in believing the power of Facebook in mass mobilization in the matters of anti-corruption movement.

IJTRD | Mar-Apr 2016 Available [email protected] 588 International Journal of Trend in Research and Development, Volume 3(2), ISSN: 2394-9333 www.ijtrd.com TABLE 3: Online Participation Vs Facebook activity on anti-corruption movement (RQ2.1)

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 4.131 858 .000 Yes 3.96 544 .916 assumed Q1 Equal Variances not 3.955 575.050 .000 No 3.68 316 1.080 assumed

Q1: The result of t-test as shown in the Table 3reveals that there has been a significant effect (t=4.131). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=3.96 and 3.68), while answering „Anna Hazare’s fasting against corruption reached quickly to people because of facebook users’ activities in this issue‟.

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 7.202 858 .000 Yes 3.92 544 1.034 assumed Q2 Equal Variances not 7.270 677.453 .000 No 3.40 316 .998 assumed

Q2: The result of t-test presented in the Table 3shows that there is a significant effect among the online participants on their perception of the effect of Facebook towards mass mobilization of the anti-corruption movement as to affirm that „Facebook pages explained various scams and the merits of Jan Lokpal through their articles and pictures, thus creating awareness among people’ (t=7.202). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=3.92 and 3.40).

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 6.427 858 .000 Yes 4.01 544 1.023 assumed Q3 Equal Variances not 6.414 654.355 .000 No 3.54 316 1.030 assumed

Q3: The result of t-test as shown in the Table 3reveals that there is a significant effect (t=6.427). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=4.01 and 3.66), while answering „Facebook communication played an important role in the candle light protest success all over India drawn from the supporters‟.

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 8.026 858 .000 Yes 4.24 544 .674 assumed Q4 Equal Variances not 7.418 515.388 .000 No 3.81 316 .914 assumed

Q4: The result of t-test as shown in the Table 3 reveals that there is a significant effect (t=8.026). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=4.24 and 3.81), while answering ‘Media portrayed this issue as headlines everyday and facebook users used them to expose the ruling government’s inabilities’. IJTRD | Mar-Apr 2016 Available [email protected] 589 International Journal of Trend in Research and Development, Volume 3(2), ISSN: 2394-9333 www.ijtrd.com

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 4.341 858 .000 Yes 3.85 544 1.013 assumed Q5 Equal Variances not 4.411 690.955 .000 No 3.54 316 .954 assumed

Q5: The result of t-test presented in the Table 3 shows that there is a significant effect among online participants on their perception of the effect of Facebook towards mass mobilization of the anti-corruption movement affirming that ‘Anna Hazare’s fasting is the beginning point of the ’s emergence by ’ (t=4.341). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=3.85 and 3.54).

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 6.126 858 .000 Yes 3.76 544 1.010 assumed Q6 Equal Variances not 6.094 647.789 .000 No 3.32 316 1.030 assumed

Q6: The result of t-test as shown in the Table 3 reveals that there is a significant effect (t=6.126). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=3.76 and 3.32), while answering ‘Social media users particularly facebook users disseminated the two major national party’s role on the scams. Thus leading AAP’s growth in Delhi’.

t-test for Equality of Means Table of Means Anna Hazare‟s anti- Online Sig. (2- Std. corruption protest t Df Participation Mean N tailed) Deviation Equal Variances 5.050 858 .000 Yes 3.74 544 1.048 assumed Q7 Equal Variances not 4.960 622.575 .000 No 3.35 316 1.121 assumed

Q7: The result of t-test presented in the Table 3 shows that there is a significant effect (t=5.050). The Table of Means shows that the respondents who have participated online seem to have higher degree of positive perception of the effect of Facebook (M=3.74 and 3.35), while answering ‘People’s frustrations on the ruling party and opposition party were shared through facebook which was also a major reason for the support to AAP’.

DISCUSSION With relation to the educational qualification and Castells (2012) discovered that Arab rising was the occupation of the internet-based folks, the investigator harbinger to several revolutions in which the urban folks had determined a big influence of all the groups towards the participated with massive strength. People who were of foremost socio-political problems that are taken for the study younger age groups, school graduates, pedagogy students and within the Indian context. Berman (2013), Colin (2013) have frequent web users are the foremost active participants. determined that those folks that were students, graduates, Notably, the mass of the urban population had used facebook highly educated and professionals participated and mobilized to diffuse videos and messages to make their online ambience, online and offline in Occupy Wall Street protests in New York. and mobilized the larger amount of people for revolution. Besides, Josep-Lluís and Casero-Ripollés (2013), Bennett and Ghannam (2011), Salem and Mourtada (2011) have Segerberg (2012) have discovered that completely different distinguished that seventy fifth of the users of Near East and sections of the folks greatly influenced the 15M movement in North American revolutions were of fifteen to twenty nine age Spain. Related studies associated with Arab uprisings by Rane groups. Stephen (2013) conjointly noted that eighty six of the and Salem (2012), Salem and Mourtada (2011), and Haggart users were within the cohort of eighteen to twenty nine (2013) have reportable comparable tendencies. Thus, the throughout the coloured revolution in Russia. influence of facebook on the perception of the internet-based IJTRD | Mar-Apr 2016 Available [email protected] 590 International Journal of Trend in Research and Development, Volume 3(2), ISSN: 2394-9333 www.ijtrd.com folks among graduates and varied professionals in India, as [6] Colin, M. (2013). In ‘Occupy,’ Well-Educated Professionals elsewhere globally, are authenticated. They echo during this Far Outnumbered Jobless. Retrieved from The New York investigation too. Literacy includes a definite role in social Times: http://cityroom.blogs.nytimes.com/2013/01/28/in- media communications. occupy-well-educated-professionals-far-outnumbered-jobless- study-finds/?_r=0

[7] George, R. (2007). Political Process Theory. Blackwell Alassiri, Muda, and Ghazali (2014) have ascertained that Encyclopedia of Sociology. social media helps maintaining the link with old friends, being [8] Ghannam, J. (2011). Social media in the Arab world: Leading in contact with relations and creating new social circle by the up to the uprisings of 2011. Centre for International Media liberty of expression online. Besides, it helps social learning Assistance. and participation. Similarly, Papacharissi (2009) contended [9] Haggart, B. (2013). Fair Copyright for Canada: Lessons for that the netizens‟ social interaction and relationship depends on Online Social Movements from the First Canadian Facebook their range of social circle association. Furthermore, foremost Uprising. Canadian Journal of Political Science . studies in this area, replicate the aim of netizens facebook [10] Josep-Lluís, M., & Casero-Ripollés, A. (2013). Political activism online: organization and media relations in the case access and its use contribute to mobilization of the masses for of 15M in Spain. Information, Communication & Society . revolutions, protests and social movements. [11] Kumar, A. (2011). Indian Americans rally in Anna Hazare's support. Retrieved from DNA: CONCLUSION http://www.dnaindia.com/india/report-indian-americans-rally- in-anna-hazares-support-1578597 The resource mobilization approach brought to light the [12] Madhur, R. J., Gupta, P., & Anand, N. (2012). Impact Of resources that has been mobilized and enabled the linkages to Social Networking Sites In The Changing Mindset Of Youth the social groups and social movement teams. According to On Social Issues - A Study Of Delhi-Ncr Youth. International McCarthy and Zald (1977) social movements have needed Refereed Research Journal . [13] McAdam, D., McCarthy, J. D., & Zald, N. M. 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