02451nam 2200517 450 991079812640332120230808192730.093-5150-743-293-5150-745-9(CKB)3710000000649400(EBL)4568507(SSID)ssj0001655658(PQKBManifestationID)16436501(PQKBTitleCode)TC0001655658(PQKBWorkID)14859750(PQKB)10372289(MiAaPQ)EBC4568507(EXLCZ)99371000000064940020160716h20162016 uy 0engur|n|---|||||txtccrWinning the mandate the Indian experience /Bidyut Chakrabarty, Sugato HazraNew Delhi, India :Sage,2016.©20161 online resource (251 p.)Description based upon print version of record.93-5150-744-0 Includes bibliographical references and index.Contents; List of Abbreviations; Preface and Acknowledgements; Introduction: Is 2014 Election a GameChanger?; Trends in Election Campaign sinceIndependence; Coalition Era Starts; The India Shining Campaign and Its Failure; Gujarat Riot and the Incumbent Government; The Top-driven Congress Campaign for Political Mobilization; India Against Corruption, a Campaign Builds Up; The Leadership-centric Election Campaign; The Election Campaign and the Manifesto and Subtle Articulation of Political Messages; Assessing the Election Campaign; The Role of Social Media in Political MobilizationThe Unique 2014 National Poll in IndiaReinventing Political Communication-The Modi Interlude(?); Conclusion: Marketizing an Ideology-driven Dream; The Bihar Assembly Election, 2015-Revival of Coalition Dharma; Notes and References; Select Bibliography; Index; About the AuthorsThis book captures how electioneering has changed over the years and how media and marketing have assumed more significance than party manifestos.Political campaignsIndiaPolitical campaigns324.9540532Chakrabarty Bidyut1958-517527Hazra SugatoMiAaPQMiAaPQMiAaPQBOOK9910798126403321Winning the mandate3688118UNINA