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Winning the Mandate

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

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ISBN: 9789351507444