You are here

Winning the Mandate
Share

Winning the Mandate
The Indian Experience

First Edition


March 2016 | 252 pages | SAGE Publications Pvt. Ltd

This book captures how electioneering has changed over the years and how media and marketing have assumed more significance than party manifestos.

On 16th May 2014, India witnessed the result of an intense political campaign. Those who were vanquished felt that this was due to the success of a marketing blitzkrieg, which actually pollutes a democracy. Again, for those who supported the eventual winner—the Narendra Modi-led BJP—it was a great victory.

Viewed either way, India’s national election for the 16th Lok Sabha in 2014 will remain a landmark in the annals of political campaigns. The work is thus a study of campaign strategies, how they are framed, the role of local actors and to what extent individuals rule over ideologies and vice versa.

An important contribution to the study of India’s 2014 General Elections.

 
Preface and Acknowledgements
 
Introduction Is 2014 Election a Game Changer?
 
Trends in Election Campaign since Independence
 
Coalition Era Starts
 
The India Shining Campaign and Its failure
 
Gujarat Riot and the Incumbent Government
 
The Top-driven Congress Campaign for Political Mobilization
 
India Against Corruption, a Campaign Builds Up
 
The Leadership-centric Election Campaign
 
The Election Campaign and the Manifesto and Subtle Articulation of Political Messages
 
Assessing the Election Campaign
 
The Role of Social Media in Political Mobilization
 
The Unique 2014 National Poll in India
 
Reinventing Political Communication—the Modi Interlude(?)
 
Conclusion: Marketizing an Ideology-driven Dream
 
Postscript: The Bihar Assembly Election, 2015—Revival of Coalition Dharma
 
Notes and References
 
Select Bibliography
 
Index

Preview this book

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.

Purchasing options

Please select a format:

ISBN: 9789351507444
£32.99