THE STUDY OF MR. NARENDRA MODI’S GENERAL ELECTION (2014) STRATEGY: POST NOMINATION TO PRIME MINISTERIAL JOURNEY ANALYSIS

Abstract

The dissertation aims at assessing the Narendra Modi’s Election Campaign from the time he was nominated as a Prime Minister Candidate and till he became the Prime Minister. It was although a new style of campaigning, which included a massive use of technology in order to reach the masses and spread the word. His campaign is one of the most viral campaign ever in the Indian History and competed with the one, that of Barack Obama. The main objectives of this dissertation are:- 1. To examine the campaign’s design strategies a. To review the vision and mission of the party b. To understand the campaign planning, agenda setting done by BJP to study the leadership philosophy of BJP’s election campaign. 2. To evaluate the rallies, campaigns and mass meeting organized by the party a. To determine the role of dedicated child, sister organisations in campaigning. b. To analyse the communication strategy and the message delivery mechanism of BJP during general elections. 3. To investigate the media management strategy used by Mr. Modi and his team. 4. To critically evaluate various development and nurturing support systems of BJP. 5. To examine the fund raising structure and controversies associated with the party 6. To study the use of innovations and modern technology and internet in propagating the brand Modi The data for this dissertation was collected using extensive primary and secondary research. The primary research included interviewing various people associated with the party as well as the voters. The secondary research was based on data collected from newspapers, websites and other related public documents available on the internet.