Actor-turned-politician Joseph Vijay, popularly known as Thalapathy Vijay, has brought a sea-change in the political circle in Tamil Nadu. The move has dealt a severe blow to the politics of the state as it has broken the hitherto bipolar alliance of Dravida Munnetra Kazhagam (DMK) and the AIADMK, ushering a new time in the state affair.
Tamil ideology over the years had always been based on the ideals propounded by Periyar, C.N. Annadurai, M. Karunanidhi, and M.G. Ramachandran (MGR). The Dravidian ideology had an impact on the political landscape, but so did the appeal of charismatic politicians and the popularity of cinema. MGR and later J. Jayalalithaa managed to harness the glitz and glamour of the stars with the appeal of the common man and emerged as undisputed leaders in the election.
Vijay has updated that model for the digital age, say political observers. Unlike his previous peers, Rajinikanth and Kamal Haasan, Vijay has been giving a lot of importance to mobilisation and activism through social media. His party, Tamil Vetri Kazhagam (TVK), has a strong social media following, as evidenced by their short-form videos, reels, and targeted digital campaigns to first-time voters and Gen Z youth.
Analysts attribute Vijay’s success to the increasingly lackadaisical approach of younger voters who seem to have an ideological void. Fewer now feel strongly about traditional stories about the Dravidians or the political self identifications which existed. Rather, issues of joblessness, corruption, education, and technological change haunt political dialogue.
Vijay’s assurance on governance reforms, including his proposal to introduce a Ministry for Artificial Intelligence, has been affecting some sections of the urban youth who dream of a better job market and the sped-up technological changes.
The ascendance of his story has also changed the political scenario of Tamil Nadu, where coalition politics are becoming a vital component in a land once ruled by two major Dravidian parties. With the shifting of the political dynamics in Tamil Nadu, observers think the scenario will continue to change in the coming years and affect the power balance in the state for good.