When India Votes: the Dynamics of Successful Election Campaigning

Elections have always been festive occasions iniberal democracies, and India is no exception. Media becomes one of the most important players in elections because of its power of reach and agenda-setting. From one government-controlled television in India in 1984, to hundreds of news channels owned by various interest groups, a burgeoning print media, the coming of the social media and the tiniest and most ‘lethal’ of mass reach weapon, the mobile phone—all these have changed the way elections are now contested! The power of mass contact through rallies and public gatherings, reinforced by the event-driven media channels and the power of digital media to reach out to the young audience, has redefined electioneering in India. When India Votesooks at the theoretical underpinnings of the relationship between democracy, mass media and election campaigning, as well as representative campaigns of theast three decades of the two major players, viz. the Congress and BJP.