The Rashtriya Swayamsevak Sangh (RSS) publications — Panchjanya and Organiser — are all set for a makeover to increase their appeal among younger readers.
Launched more than six decades ago, the two weeklies, along with nearly a dozen more in various Indian languages, are used by the Sangh for propagating its ideology and discourse. The cadre-based organisation has decided to give a new look to the Panchjanya , published in Hindi, and the Organiser , printed in English, to reap the benefit of India’s demographic diversity.
The new-look magazines, to be launched soon, will be the tipping point of the organisation’s attempts to dispel the perceived notions of a regressive ideology and to draw the youth.
“We are keen to reach out to the young readers and intellectuals as there is a perception that we lag behind in taking our message to them. Organiser and Panchjanya are being converted into magazine format as part of our outreach programme through media. The focus will be on intellectual activism,” The Sangh's national spokesperson Ram Madhav told The Hindu .
The wider campaign to reach out to the youth, especially in the Metros, includes discussions and seminars with the help of think tanks, well-planned and extensive outreach programmes across campuses and a reinforced presence on the news stands through the revamped magazines.
Having captured the social media space, the RSS is now keen to forge a connection with the youth by shedding the image of an organisation that is not in step with the times.
“We realise that it may not be possible for each and every member to come to a Shakha (local centre) every day. Some of them may not even come dressed in the traditional khaki shorts and white shirt. The organisation has evolved. We are an open organisation and we are making changes that allow youngsters and professionals to be a part of our activities at a pace that suits them,” Mr. Madhav said.
Strict regimens are not easy to follow; and the argumentative, imaginative youth with access to information and ability to form an opinion cannot be wooed by the dogmatic. The Organisation is, therefore, making a conscious effort to adapt. Its activities are centred on what youth can identify with; for instance at a three-day camp in Chhattisgarh recently, in between traditional training sessions there was a slot for a game of Rugby.
