Elections have always been festive occasions in liberal 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 Votes looks at the theoretical underpinnings of the relationship between democracy, mass media and election campaigning, as well as representative campaigns of the last three decades of the two major players, viz. the Congress and BJP.
About the Author
Profess or Jaishri Jethwaney is a PhD in Media and E lections from the School of International Studies, Jawaharlal N ehru University, and has worked at the premier I ndian I nstitute of Mass Communication as professor and program director (advertising & public relations [PR]) for over a quarter century. She has authored a number of textbooks, including Corporate Communication: Principles and Practice, Social Sector Communication in India and co-authored Advertising Management, among many others. Dr Sam ir Kapu r, an engineer, MBA and PhD, is a versatile professional with over twenty years of experience. H e is currently part of the senior management team of Adfactors PR, I ndia’s biggest PR agency. H e has strategized and executed multiple PR, industrial relations, advocacy and marketing campaigns for various political parties, prominent development sector companies, leading Indian conglomerates and multinational companies.
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