Campaigning through social media: understanding BJP's 2019 - election victory
By: Srikant,Patibandla
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Material type: 
BookPublisher: Social Science in Perspective Description: 11(3 & 4), Jul-Dec, 2019: p. 149-170.Subject(s): INDIA - POLITICS AND GOVERNMENT
In:
Social Science in PerspectiveSummary: This paper argues that, the social media campaign steered by BJP among other factors had played crucial role in bringing BJP back to power. Thus, while there are other important factors that determined BJP's win, this paper specifically looks at social media campaign in order to understand BJP's victory. The social media campaign is a mix of fact. The BJP campaign has managed to integrate development with aggressive nationalism on social media. On the one hand BJP's Prime Ministerial Candidate Narendra Modi was repeatedly protected as the 'messiah' for Indian development; on the other hand a grand narrative was built around aggressive muscular Hindutva nationalism. In the process the development realized during earlier regimes of BJP was belittled, while simultaneously campaigning for strong India, building aggressive and exclusive nationalism. In spite of the hate campaign. It appears that the Indian voter has supported BJP in 2019 elections. In other words, why did the Indian voter vote for BJP, though the BJP-regime from 2014 to 2019 acted inimical and antithetical to the intersects of the people. - Reproduced
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Indian Institute of Public Administration | 11(3 & 4) Jul-Dec, 2019: p. 149-170 | Available | AR123156 |
This paper argues that, the social media campaign steered by BJP among other factors had played crucial role in bringing BJP back to power. Thus, while there are other important factors that determined BJP's win, this paper specifically looks at social media campaign in order to understand BJP's victory. The social media campaign is a mix of fact. The BJP campaign has managed to integrate development with aggressive nationalism on social media. On the one hand BJP's Prime Ministerial Candidate Narendra Modi was repeatedly protected as the 'messiah' for Indian development; on the other hand a grand narrative was built around aggressive muscular Hindutva nationalism. In the process the development realized during earlier regimes of BJP was belittled, while simultaneously campaigning for strong India, building aggressive and exclusive nationalism. In spite of the hate campaign. It appears that the Indian voter has supported BJP in 2019 elections. In other words, why did the Indian voter vote for BJP, though the BJP-regime from 2014 to 2019 acted inimical and antithetical to the intersects of the people. - Reproduced
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