Image and Substance: Modi’s First Year in Office

It is indeed paradoxical that political strategy exercised by the same man, which led to BJP’s defeat in the 2004 Lok Sabha polls, played a key role in helping the same party return to power in 2014 with a massive mandate. The man was the same, Narendra Modi. But the strategy exercised by him and his team during their campaign for the 2014 Lok Sabha elections was totally different. With a focus on this, the author, a veteran journalist and commentator, probes into what can be viewed as a communication strategy during Modi’s first year in office as Prime Minister. The alacrity with which Modi has, throughout his political career, displayed his tendency to dominate media headlines stands out too markedly to be ignored. This has been an important tool of his communication strategy. This book elaborates on the degree to which Modi’s communication strategy can be viewed as a success in promoting his credentials as India’s premier.