Dear Members,
I agree with Mr S Narendra ji to a greater extent.
We are discussing about a man who has been named as "Merchant of Death" and how his political communication strategies made him a "Merchant of Victory". Let us consider only two issues i.e. development and personality that added value to his political communication.
Modi's development: Jyotirgram power scheme, Girls education scheme, Beti bachao andolan, industrial investment, highest growth rate in the country, non-populist governance based on accountability, good governance marked by fiscal discipline, people's participation, petro-capital of India, achievements in agriculture sector, unique national security model. (Media is now now agreeing to this)
Modi's personal attributes: Incorruptibility, total dedication, grim reaper-like character, not shaped by the opinion of others, distinctly identifiable personality and so on.
The fact that a chief minister is re-elected for a third term withstanding anti-establishment, internal problems, Godhra issue and a strong opposition is a feat of monumental significance.There is not much psephological swing, though, in terms of seats won.
Media, as we all know, is largely a concern of urban and literate people. The present day voter whether literate or illiterate, whether exposed to media or not is turning out to be intelligent, individually and collectively due to awareness caused. Political campaigns have become nothing but advertising campaigns. People's perception of a party or a personality is not entirely influenced by advertising or publicizing or even aggressive political campaigning. "Bharath shining" became a futile exercise then. "Gujarat shining" clicked now. Both belong to a single party. Media mix and Marketing mix and such other gimmicks have been followed then and now. Only time and geographical extents vary.
Modi's political campaigning can be termed as "Modi Model of Development Communication" in which elements like 'Development', 'Personality' and 'Gujarat identity' played their real time roles.
'Facta-non-verba' has its place.
Regards,
Y. Babji
----- Original Message ----
From: narendra S < sunarendra@gmail.com >
To: prpoint@yahoogroups.com
Sent: Monday, December 24, 2007 3:14:37 PM
Subject: Re: [prpoint] Gujarat elections - Political communication
(Moderator's Note : The author of this mail Mr S Narendra was the Chief spokesman of Govt. of India for more than 7 years. He was also the Information advisor to five Indian Prime Ministers)
Dear Srinivasan,
The topic you have chosen is very relevant because we in PR /Advertising offer technical and technocratic communication solutions to political issues and campaigns.In the US there are trained political consultants assisting electoral candidates.While employing the full array of PR tools and techniques they bring into the campaign incisive political insights and tools.
In 1992 January I was asked to make presentation to the then PM.I made it clear that If PM and his party wanted me to communicate the economic reforms and its political implications to the Party and its supporters,he would be courting defeat.I urged him to engage in political communication and initiate political education in reforms and its politics for his party persons especially District Congress presidents and Panchayat leaders.Govt media can at best provide channels as supplements.
Communication from the Govt agencies and even when assisted by professional agencies cannot convert facts about development into political messages.Political messages tend to use the technique of 'conscientization', a process used by Christian theologians of Latin America.They donot give a message directly but make the receiver ask questions and receive responses in reply that fits into his or her situation.If it is imparting literacy, they donot teach the Alphabets but make him repeat questions and answers in the following way:I am poor;he is rich.Why? Because he can read and write.If you can read and write, he cannot cheat you of your land.
Mr.Narendra Modi effectviely visited every big village and small town with a Development Rath Yatra. all the development agencies were expected to move under one development banner,open shop at the place, explain the government plans and schemes and offer the services at the doorstep of the receiver.One minister was in charge of one district for the campaign.CM/ or his designated minister will be present at the place.A local party council will provide the political support and monitor the campaign.It was not just a communication campaign but actual implementation of programme.A quarterly review of progress was undertaken.The campaign was not in short bursts but a continuing one.He masterminded a similar campaign in Rajasthan that revolved around WATER, the most scarce commodity in the state.
Both Chandrababu naidu and MP CM Digvijay Singh also undertook extensive tours and campaigns but the difference lay in actual governance and not laying emphasis only on growth as was the case in Ap or on rural development as was the case in MP but on vital sectors like agriculture, small industry, Water sector reforms, power sector reforms and reducing corruption.
The religion card and its use was another plank.
The most potent weapon was the campaign for Gujarati identity in the same way NTR used Andhra gauravam, the anti English ( north), DRAVIDIAN IDENTITY campaign of DMK in 1967.
Why did Mrs Gandhi abolish the Privy purses, nationalize the banks, insurance, textile industry?Her Garibi Hatao campaign had to be backed by a show that she was against the rich and the powerful.Fortunatel y for her, the Congress party was ruling voer most of the states and she could superimpose her image on their governance.It was one single juggernaut that rolled down from kashmir to kayakumari.
We Pr people are babes when it comes to political campaigns.There are many other aspects to such a campaign.I will send you a seperate message.
NarendraOn 23/12/2007, Prime Point Srinivasan <prpoint@gmail. com> wrote:dear friends
(Moderators Note : For the first time in this forum, we are discussing the political communication. I request the members to share their views only on the 'communication aspects' and 'communication strategies'. This is not a political discussion. We initiate this discussion to understand the communication and perception management. Kindly focus only on communication and perception management and not on politics)
In Gujarat Narendra Modi has swept the polls. He has also secured around 50% of vote share, slightly higher than 2002 elections. Though Gujarat is one of the Indian states with 182 assembly seats, for the past two months, the entire National Media (print and Television) has brought this election to centre stage. Narendra Modi had occupied more time and space in the media, as if it was a National General election. Some of the important factors in this election are :
1. Narendra Modi started his campaign with 'development agenda'. After the entry of Sonia Gandhi and 'Merchant of death' campaign, the campaign started focussing on 'communalism' and 'Gujarat pride'. Election Commission issued notice to Modi. Subsequently, Election Commission balanced this with another notice to Sonia Gandhi.
2. The entire National Media, opposition parties and even intellectuals have been projecting Narendra Modi negatively for the past five years. Even he was refused US Visa. The entire media 'demonised' him as if the entire nation was against him. Besides, his own party senior leaders deserted him. Even the pre election media polls have predicted only 'tough contest'
3. Modern communication tools like blogs, websites, mobile phones were used by Narendra Modi in the campaign. (any member from Gujarat may share the experience on effectiveness of social media in political campaign)
4. Narendra Modi's campaign was focussing on 'Jeetega Gujarat'
5. Opposition parties have alleged that Modi was using an International PR Agency (somebody can clarify) who used to campaign for dictators only.
With this background, I invite members to share their views on the following:
a. Whether the communication strategies adopted by Congress has boomeranged and favoured Narendra Modi? or Modi has converted all the negative campaign in his favour.
b. Whether Indian Media is prejudiced or distancing itself from the general public. (Narendra Modi got nearly 50% vote share, even better than 2002 performance)
c. Was there any PR Agency working for Narendra Modi and Congress.
d. How effective was the use of social media in Gujarat elections?
e. How the future political communication would be in India?
I once again appeal to our members to confine only to communication strategies adopted in this election campaign and not politics. This is an interesting case study on political communication.
We congratulate Narendra Modi for his becoming the Chief Minister of Gujarat for third time. We wish him all the best.
Srinivasan
moderator
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