Winning the Mandate: The Indian Experience

Winning the Mandate: The Indian Experience

By: Sugato Hazra (author), Bidyut Chakrabarty (author)Hardback

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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.

About Author

Professor Bidyut Chakrabarty is currently a faculty at the Department of Political Science at the University of Delhi, New Delhi. He earned his PhD from the London School of Economics and has been associated with teaching and research for more than three decades. He has taught in some of the most prestigious educational institutions, such as the London School of Economics, UK; the Indian Institute of Management (IIM) Calcutta, India; Monash University, Australia; the National University of Singapore, Singapore; and Hamburg University, Germany. Professor Chakrabarty has authored six textbooks for SAGE, India: Indian Government and Politics (with Rajendra Kumar Pandey, 2008), Modern Indian Political Thought: Text and Context (with Rajendra Kumar Pandey, 2009), Public Administration in a Globalizing World: Theories and Practices (with Prakash Chand, 2012), Indian Administration: Evolution and Practice (with Prakash Chand, 2016), Public Policy: Concept, Theory and Practice (with Prakash Chand, 2016) and Indian Constitution: Text, Context and Interpretation (2017). Sugato Hazra, Senior Adviser, DTA Consulting, has a Master's in Economics and more than 30 years of experience in banking, government, Industry chamber and media. He has also worked with two large corporate groups on economic and policy issues.


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

Product Details

  • ISBN13: 9789351507444
  • Format: Hardback
  • Number Of Pages: 252
  • ID: 9789351507444
  • weight: 420
  • ISBN10: 9351507440

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