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SRINAGAR: In a quantum leap from previous elections when campaigning was largely restricted to hoardings, banners and rallies, political parties in Jammu and Kashmir are tapping social media in a big way to woo voters in the upcoming Assembly polls.

Since the announcement of the five-phase elections for the 87-member Assembly in J-K, the parties have embarked on vigorous campaigning and social media is one of the key battlegrounds to harness the digital tools.

The ruling National Conference (NC) is using social media in a big way for campaign purposes, with the party leaders being active on the micro-blogging site, Twitter.

The party, which launched its official Twitter account in 2012, has given a push to its campaign in cyberspace since last month, registering over 3,000 tweets.

NC has also decided to have a dedicated Youtube channel and is using Internet messaging application Whatsapp to garner support, especially among the youth.

"We are approaching the social media scientifically and our aim is to have a two-way communication with the youth of this state," said NC spokesman Junaid Mattu.

NC is working on a more robust strategy and has established a dedicated team for targeting voters through social networking sites.

"We want to reach out to the youth of the state and involve them in our programmes," said Mattu.

Political Secretary to Chief Minister Omar Abdullah, Tanveer Saddiq, said, "We will be reaching out to youth in their language and I believe today the youth in the city as well as rural areas are more glued to social networking sites."

Omar also believes that his "biggest shortcoming" has been that he could not sell whatever he did for the people in the past six years and lists the matter of Tosha Maidan as an example.

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Jammu and Kashmir polls: Parties go on social media overdrive

Jammu and Kashmir police have launched a massive crackdown on netizens and detained five people for promoting boycott of the soon-to-be-held polls on social networking sites in the restive state.

Police said that five social networking users were detained for spreading rumours, exaggerating incidents and promoting poll boycott on social networking sites particularly Facebook and Whatsapp.

Police said that they have identified a number of persons found involved in these activities and cases are being registered against them for putting up these fake posts.

The police identified the persons as Sajad Mir and Tabeeb sheikh of Khanyar Srinagar, Shaukat Salafi of Naidkhai Bandipora, Zahid Hamid and Muneeb Farooq Wani of Hardpora Anantnag.

"The police will continue to take stringent action against Facebook and other social media users who are found promoting fake news, exaggerating incidents and polling boycott on their pages and accounts", a police spokesman said.

The police said that the action against such elements will continue as most of the mischief mongers are being continuously identified.

The police crackdown comes at a time when several hundred people and seperatists have been taken into custody as a preventive measure to ensure incident free polling in the five phase elections starting November 25.

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Jammu and Kashmir cops crack down on online miscreants

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Is social media boon or bane? We asked some celebrities if maintaining an account on Facebook, Twitter, Instagram and other social networking sites is more helpful than destructive. Their takes on the contentious topic:

Tom Rodriguez believes that everything has its good and bad side. He explains, The great thing about social media is its interactivityit brings people together! The flipside is the anonymity and mob mentality it encourages. Sometimes, celebrities get demeaned, because netizens forget that were human. We have insecurities, and we get tiredthats why we empathize with others who are experiencing the same thing!

Kjwan vocalist and actor Marc Abaya stresses the need for social networking sites to stay free: Social media represents freedomwhich can be used irresponsibly. But, people should be allowed to say whatever they want, no matter how hurtful it is!

I used to have a lot of haters when I began crossing over from music to acting, because I had to prove to them I wasnt just Marilou Diaz-Abayas entitled son. Then, you see the tide turning when you prove them wrong. My mom taught me that, while its true that haters can be destructive, you have to be able to discern which ones to listen tobecause even negative reactions can help you get better!

Dingdong Dantes likes the accessibility to instant informationright at his fingertips: I treat it with an open mind. Social media is helpful if you use it properly. I also have bashers, but I make sure Im 10 feet ahead of themalam ko na kung anong sasabihin nila! I respect dissenting opinioneven if it hurts. So, kahit isang tao lang pero medyo malaman ang sinasabi, it matters to me. Thats how the feedback mechanism operates! If no one hates youand vice versatheres probably something wrong with you!

Theater luminary Robert Sea, whos part of the cast of ABS-CBNs Two Wives, loves the limitless information he gets from social media: It gives us access to everything, any time we want it! But, too much of it is unhealthybecause you can get addicted to it!

Ruru Madrid takes the negative aspects in stride. I laugh it off. One time, some fans of the Julie Anne San Jose-Elmo Magalona love team werent pleased when I was paired with Julie Anne on SAS, and they sent me threatening messages! But, you have to know which posts to take seriously.

Rodjun Cruz has a more drastic approach to haters, though: Some messages inspire you to do betterbut, with haters, I just block them automaticallythat way, wala nang stress (laughs)!

Heres what Rhian Ramos thinks: Im all for the readily available information we get. What I dont like is that it can be dangerous, because there are people out there who are putting out irresponsible posts, regardless of whoever is receiving the information! For some, its all right to be anonymous and cowardly!

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Is social media boon or bane?