This book provides a conceptual toolkit to understand the changing technologies and dynamics of political campaigning in India. Examining political campaigning and party strategies across many Indian states, with special attention to regional politics, histories, cultures, social and technological contexts, the book discusses the potential impacts of campaign strategies on electoral outcomes.
Political campaigning reached a tipping point with millions of social media users engaging online with family and friends, political issues, parties and candidates in India’s 2019 parliamentary election. Although India’s political parties had been working with consultants and professional advertising agencies for decades, by 2019, millions of first-time voters as well as older voters were microtargeted with campaign messaging by parties and their affiliates, including frequent misinformation from unknown sources supporting one party or another.
Filling a key gap in political communication research on election campaigns in digital India, the chapters in this book capture how political campaigning is important for the electoral fortunes of political parties in India’s diverse regions and states.
This book will appeal to students, scholars, and practitioners in political communication, public administration, and political consulting, as well as anyone interested in data-driven political campaigning. It will also be an invaluable reading for those interested in South Asian studies. This book was originally published as a special issue of South Asian History and Culture.
Introduction—Political campaigning in India: changing contexts of political communication 1. Political campaigning and party strategies: the importance of rallies in the northern states 2. Political campaigning in West Bengal: violence, professionalisation, and communalisation 3. Faith revival and issue framing in Kerala’s 2019 campaign 4. Campaigning and party strategies in Assam 5. Digital campaigning in Karnataka 6. Maximum campaigning in Andhra Pradesh: from padayatra to Facebook and YouTube 7. Political hazard: misinformation in the 2019 Indian general election campaign 8. Political communication and campaigning in India: opportunities for future research
Anil M. Varughese is Associate Professor in the School of Public Policy and Administration at Carleton University, Ottawa, Canada. His research interests are in comparative politics of South Asia and global social policy. Holli A. Semetko is Asa Griggs Candler Professor of Media and International Affairs and Professor of Political Science at Emory University in the U.S. and was a Fulbright Nehru Scholar at IIT-Bombay, India.
