The marked change in electioneering style from individual efforts to mass involvement through smart use of electronic media started in a large scale when congress in1984 hired advertising agencies to portray its party in a more appealing manner to lure the voters through propagation of its policies for the economically backward. No doubt the party at that time was riding a sympathy wave due to assassination of Indira Gandhi but Rajiv Gandhi an individual with modern ideas having less close confidents to carry out his ideas across the length and breadth of India wanted to do it with a fee and the results were outstanding. Though the elections were won because of thee issues, other political parties followed suite in subsequent elections. But the astonishing results achieved through electronic media was the Anna Hazare movement of 2011 for janlokpal bill where people appealed through television and cable network thronged Delhi and the agitation was a great success.
By now people of India specially the people having access to television are aware of this development though they still consider it as a gimmick. Depending on issues involved it will definitely influence the outcome ,in the instant case the elections 2014. Narendra Damodar Modi is an old player in this field,he has in past addressed NRIs in united states of America to persuade NRIs specifically NRIs from Gujarat to participate in Gujarat's growth through his good governance slogan which has succeeded. Now the purpose is different and the budget for this method is likely to be an issue with the election commission of India and the opponents as well.
One thing is sure the people of India are at a loss as the leaders of various parties who opt for this method of electioneering will never have such mass contact programs once the elections are over and future elections may be fought in this manner only.
By now people of India specially the people having access to television are aware of this development though they still consider it as a gimmick. Depending on issues involved it will definitely influence the outcome ,in the instant case the elections 2014. Narendra Damodar Modi is an old player in this field,he has in past addressed NRIs in united states of America to persuade NRIs specifically NRIs from Gujarat to participate in Gujarat's growth through his good governance slogan which has succeeded. Now the purpose is different and the budget for this method is likely to be an issue with the election commission of India and the opponents as well.
One thing is sure the people of India are at a loss as the leaders of various parties who opt for this method of electioneering will never have such mass contact programs once the elections are over and future elections may be fought in this manner only.
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