WHEN INDIA VOTES (PB)

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.