Communication Strategies Adopted During 2014 Lok Sabha Elections: a Study of Major Political Party Communications Ruchita Deshpande Dr
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Amity Journal of Media & Communication Studies (ISSN 2231 – 1033) Copyright 2016 by ASCO 2016, Vol. 6, No. 1 Amity University Rajasthan Communication Strategies Adopted during 2014 Lok Sabha Elections: A Study of Major Political Party Communications Ruchita Deshpande Dr. Munmun Ghosh Symbiosis Institute of Media and Communication Abstract Mass media is the major information source for any type of engagement. In present times, the form and presence of media across various platforms has changed. Deeper penetration of internet and Information and Communication Technology (ICT) has transformed the world of communication. People are more inclined and interested towards different forms of new media. The platform of sharing and exchanging views and opinions has also changed from conventional to digital. This change in platform for exchanging and sharing opinions is optimally utilized by political parties across the globe. Due to huge internet penetration and presence of diverse people across various social media platforms, especially youth, exchange of views and opinions are now more prolific in these mediums. Thus, new media platforms became a mode of communication in our life for business, for providing services, for promotional activities, for interacting and expanding networks and also in politics.Digital media has proved to be an effective channel for change in the history of politics in India. The present paper is an attempt by the researcher to study the communication strategies adopted by leaders of major political parties during the 2014 Lok Sabha elections. Hence the study is going to explore the birth and growth of political brands like Narendra Modi (NaMo), Rahul Gandhi (RaGa) and Arvind Kejriwal, and their major contribution in the digital revolution era of political communication. The study will be an exploratory research which will try to explore various platforms of new media and communication patterns across each medium by these three leaders and their respective parties. This will be followed by qualitative content analyses of political brands, and also in-depth interviews were embarked to understand the effects of various communication strategies on the outcome of the 2014 Lok Sabha elections. The study reinforces the belief that in political communication, appropriate adoption of strategies for branding and marketing an individual or party does facilitate favorable opinion about the candidate. Also, the in-depth interviews provide an insight on other external and internal factors that also played a far greater role in its outcome. Keywords: Political Communication, Branding, Communication Strategies, New Media Introduction public. It helps the consumers understand what a party or candidate In May 2014, Gujarat chief Minister Mr. Narendra Modi is about; and distinguishes a candidate or party from the lead the Bharatiya Janata Party (BJP) to a historic majority win in competition. Political parties also acquire and use names and the 16th general election—the first time in 30 years that a single symbols, to reinforce their own positions, to gather their party has emerged with enough numbers in the Lok Sabha to form supporters, to garner further support and, perhaps, to intimidate a government on its own. To lead a nation, the man who led the their opponents. phenomenal success of Gujarat needed to be more than an In recent times, political parties have turned to authoritative leader. He needed to be someone who embodies the techniques of marketing to manage their affairs and further their belief of the nation and can be a representative of the new age interests. We are looking at how political branding was developed India. In a bid to be the leader the nation looks up to, he became a and used to generate political support and the effect of these huge political human brand. strategies on the voting decisions. In contrast to classical marketing, research on political The concept of branding is not new to political marketing has very recently given importance to and considered communication. As can be seen by the US President Barrack the branding aspect. Branding is about getting your prospects to Obama’s re-election campaign or the more recent presidential see you as the only reasonable solution to the problem. In elections in India between Narendra Modi, Rahul Gandhi and Branding, the level of success in ‘what you sell and how’ greatly Arvind Kejriwal, over the last two decades politicians and political depends on a strong brand positioning. This is surprising knowing parties have come to rely heavily on the insights of brand that political brands are of considerable significance for voting consultants to improve their external presentation which translates decisions. In essence, the importance of brands in voting decisions into a deliberate strategy built to respond to the political derives from their branding functions of information and risk- environment. reduction to inspire confidence. Theory, Prior Research and Background Political branding helps the society and helps build a Review of literature available for research on politics and trusting relationship between political elites and the common branding give us different perspectives about the concept of brand, 117 Amity Journal of Media & Communication Studies (ISSN 2231 – 1033) Copyright 2016 by ASCO 2016, Vol. 6, No. 1 Amity University Rajasthan branding and brand communities, political marketing – structure, most businesses, and their particular implications for marketing process and evolution, with an emphasis on the future of political management have been addressed (Butler and Collins, 1994, pp. marketing and discusses the effect of different strategies in 19-34). However, political marketing must be seen in the context political advertising. of the wider political process where the media plays a participatory Marketing models traditionally hold needs of consumers of role, the elite influences, and the electorate makes a decision. The primary concern and as they are identified, attempts are made to paper concludes by saying that the effect of marketing strategies on satisfy the identified needs. When a political party or candidate voting on most occasions is marginal and marketing effort is applies this concept to the political process, they need to have the wasted. Though the recipients of the message are well targeted, ability to alter according to voters’ needs and satisfy them (O’Cass, they are far from neutral or easily influenced (Butler and Collins, 1996, pp. 37-53). This paper helps in examining the political 1994, pp. 19-34). This statement is contradicted by a paper processes and voter behavior from a marketing angles so that it published merely two years after by O’Cass (1996, pp. 37-53). may offer new insights into the behavior and performance of Political marketing cannot guarantee winning at every election, political parties. Empirical research is needed to determine the however it does offer improved performance and more pertinent extent to which the marketing concept has been embraced by ways of making decisions and managing campaigns (O’Cass, 1996, political parties and whether they can be said to be marketing pp. 37-53). oriented. Political marketing can offer no guarantee of winning at Politics falls within the extended domain of marketing the election; however it does offer improved performance and because an exchange takes place when a voter casts his or her vote more appropriate ways of making decisions and managing for a particular candidate. Voters exchange time and support (their campaigns (O’Cass, 1996, pp. 37- 53). The same is reiterated in vote) for the services the elected candidate offers after election another paper by him, which considers the Australian politics. Both through better governance. The aim of political marketing is to politics and marketing have a pervasive influence on society's influence people′s votes in elections. The article maintains that everyday activity. Political parties operate in intensely competitive general concepts of marketing require adaptation to suit these environment that change continuously. That a connection between different situations. The underlying traits of the political product society, political parties and individual voters may be achieved have marketing undercurrents. These are considered in three parts: through marketing is an area that needs extensive research. the multi-component (person/party/ideology) nature of the offer; Understanding such connections is vitally important for effective the degree of loyalty involved; and the fact that it is mutable, i.e. it and efficient use of marketing and also for enhancing in the can be changed or transformed in the post‐election setting. One delivery of the political offering to society (O’Cass, 2001, pp. marketing implication of this multi-component offer is that the 1003-1025). The results of the survey and in‐depth interviews components cannot be offered separately. Political parties and highlight unique dimensions and relationships of marketing in candidates command an extraordinary level of loyalty. Voter politics and concludes that political parties will achieve its loyalty is especially marked in first‐order elections, for example, objectives more efficiently if it understands the needs and wants of national parliamentary elections. In second‐order elections, such as the target voter. those to local councils, a greater degree of volatility exists. In the past 2 decades, there has been a rising influence of Similarly, by‐election