COMMUNICATION RESEARCH

GROUP ASSIGNMENT

GROUP 8
Akanksha Mittal
Harshna Pasari
Jayati Grover
Pranoti Waingankar
Rohit Ro...
Analysis of the coverage
of Narendra Modi’s
Election victory
across 5 newspapers
in their content dated
21st December 2012
Methodology of analysis
•Body of the text

•Page

• Placement on the page
•Size of coverage
•Accompanying pictures
•Side boxes for extra informati...
Selected Newspapers
Newspapers coverage
analysis
• Victory described as “thumping win”
• Very slight mention of reduced seats won more emphasis on amount of
seats won
• Pr...
• Modi Tireless campaign – 250 rallies as compared to 7 by Sonia Gandhi

• Stated facts like more contribution by urban co...
• Impressive, half page photo of Narendra Modi
• Candidate for PM : “modi ka ashwamedh ka ghoda gandhinagar se
delhi ki or...
• Belittling the Himachal Pradesh win of Congress : “Congress saving face
with HP win”
• Entire full page coverage given t...
• Coverage given: Front page news (almost the entire page), Page 4, a
separate page titled “After Gujarat” talking about t...
• The spotlight was on Gujarat and Modi being under the spotlight, the
Himachal Pradesh election results were sidelined an...
• Uses a very anti-establishment and intrepid tone
• Narendra Modi’s victory was not just first page news, it also extende...
• Use of Hindi for communicating with his Gujarati voters- attracting and
communicating with a national audience.

• A pos...
• Neutral coverage of the issue

• Comprehensive coverage of the result
• Emphasis on stating the facts and figures rather...
Key Themes
Glorifying Modi
• Ambition/goal
• Prime ministerial candidate for 2012
• Larger than party
• Larger than life
Facts
• Decrease in number of seats won

• Development oriented

Vote-bank politics
• Appeasing the Muslim voters
• Contri...
Anti-Congress Themes
• Half hearted attempt
• No chance of winning
• Direct attack on Rahul Gandhi and Sonia Gandhi

Lesse...
Comparative Coverage

 Strong coverage

X No coverage

--- Medium coverage
Role of Media in Modi’s success

Media-made man

Self-made man

Party-made man
Thank you!
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
Role of Print Media In Narendra Modi's Victory
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Role of Print Media In Narendra Modi's Victory

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Role of Print Media In Narendra Modi's Victory

  1. 1. COMMUNICATION RESEARCH GROUP ASSIGNMENT GROUP 8 Akanksha Mittal Harshna Pasari Jayati Grover Pranoti Waingankar Rohit Rohan Tarini Bandhu Vikram Priyadarshi Poushali Sengupta
  2. 2. Analysis of the coverage of Narendra Modi’s Election victory across 5 newspapers in their content dated 21st December 2012
  3. 3. Methodology of analysis
  4. 4. •Body of the text •Page • Placement on the page •Size of coverage •Accompanying pictures •Side boxes for extra information Points of analysis •Headline
  5. 5. Selected Newspapers
  6. 6. Newspapers coverage analysis
  7. 7. • Victory described as “thumping win” • Very slight mention of reduced seats won more emphasis on amount of seats won • Projected as ‘real victory of development (2002 victory – Post Godhra effect, 2004 – Sonia Gandhi’s misguided election campaign boomeranged) • Importance on half-hearted attempt by Rahul and Sonia Gandhi and how Congress never really had any chance against Modi anyway • Criticized congress’s campaign aimed to create divide between haves and have nots of society • Talks about key role played by all sections of Gujaratis and migrants (summative approval)
  8. 8. • Modi Tireless campaign – 250 rallies as compared to 7 by Sonia Gandhi • Stated facts like more contribution by urban constituencies (12 out of 16) and higher voter turnout (71.85%) which is 10% higher than last • Victory was more centered around Modi rather than projection of BJP as a winner • Emphasis on victory of Narendra Modi over competitors like Keshubhai and Shanker Singh Vaghela • Portrayal of Modi as a magician and superhuman being with larger than life persona
  9. 9. • Impressive, half page photo of Narendra Modi • Candidate for PM : “modi ka ashwamedh ka ghoda gandhinagar se delhi ki ore bad chuka hai” • Pro- BJP attitude that was reflected in the way they defended the seats lost : “Congress ki poori taakat lagane ke baad bhi… sirf 2 hi seete ghati” • Mocking Congress for their mudslinging on Narendra Modi • Comparison of Modi with other renowned state politicians: Jyoti Basu, Sheila Dikshit, etc. • Dismissing the possibility that Congress could have won in any scenario: “Congress ki jeet ki umeed to yaha thi hi nahi”
  10. 10. • Belittling the Himachal Pradesh win of Congress : “Congress saving face with HP win” • Entire full page coverage given to Narendra Modi except two small news items • Also described his personal life by portrayed him as a family loving person with details on his relationship with his mother • Separate article on how Modi won the hearts of Muslims as well : “Muslimo ki beech bhi khilaya kamal”
  11. 11. • Coverage given: Front page news (almost the entire page), Page 4, a separate page titled “After Gujarat” talking about the celebrations, the winners, and the losers and an editorial talking about how Modi has reinvented himself and is moving towards greater heights • Modi dropping hints at his Delhi ambitions, giving tips for good governance, development and prosperity • Apologies for harsh words during campaign trail but not the riots. No signs of humility, but called the party his mother • Run for PM, using Hindi as the language during his speeches to portray a more national appeal • Emphasis on Modi’s larger than life image and much bigger national profile • Speculation about Modi being BJP’s prime ministerial candidate for 2014 elections, as well as the party’s central leadership aspirant
  12. 12. • The spotlight was on Gujarat and Modi being under the spotlight, the Himachal Pradesh election results were sidelined and only briefly mentioned • Used the term “ Moditva”- a unique combination of subliminal Hindutva, an appeal to Gujarati “asmita”(pride) and “vikas” (development) to stress on Modi’s growing clout • Coverage of Congress’ mediocre and less spirited campaign because they knew of their imminent defeat • Congress having a low-key, leader-less campaign • Little mention of number of sets won and how they are lesser than that predicted by the pre-poll surveys • Excellent reports on Modi’s relentless, massive campaign that involved travelling all over Gujarat many times even before the elections were officially announced, his state-wide Sadhbhavna Mission, Vivekananda Yatras, Vibrant Gujarat Summits focusing on both urban and rural areas as well as those who are not traditionally supporters of BJP or the Sangh Parivar
  13. 13. • Uses a very anti-establishment and intrepid tone • Narendra Modi’s victory was not just first page news, it also extended to page 2 of the paper • The article directly draws attention to his Prime Ministerial aspirations and bigger “national role,” rather than describing the party win or tracing the election campaigns post riot which is the usual trend across papers. • More emphasis on Modi and his personality as a one-man show and not the party’s victory • A full paragraph on positives for Congress- report on Congress leader Vaghela’s win and BJP’s state president Faldu’s defeat. • Article went on to even suggest that Congress could come to power by leaders with RSS background , led by Vaghela with Keshubhai by his side
  14. 14. • Use of Hindi for communicating with his Gujarati voters- attracting and communicating with a national audience. • A possible sarcastic dig at Modi’s stubborn stance in not accepting his mistake during the 2002 communial riots- “closest he has come to apologising by asking people to forgive him if he has committed any mistakes while all roared NM for PM.” These statements , the way they are framed , hint at a probable manipulation on his part to play the humble politician playing on voters gullibility. He called the 6 crore Gujaratis “God”. • Larger than party image: Hint at Modi taking independent action without party consent- “while in Delhi , the BJP was guarded in its comments about Modi being the PM candidate 2014 , Modi made no bones about his ambition”. • Constant reference to Modi’s emphasis on development and Gujarat being the ideal example of economic and political soundness for India. • Modi’s website had a new slogan- “Aage Kadam” , which was tweeted by Modi as “Forward”- i.e. Barack Obama’s re-election campaign tag • Possible implication- reaching out to a wider base , the English speaking people and the youth. He wants his ambition to have inspirational appeal
  15. 15. • Neutral coverage of the issue • Comprehensive coverage of the result • Emphasis on stating the facts and figures rather than colouring them with opinions • The Hindu talks about the “the number of seats lost” as compared to last term’s elections, right from the first paragraph itself • Highlights Modi’s national ambitions by citing several statements (Use of Hindi, etc.) • It also carries a contrarian opinion, for instance an anti-Modi cartoon which hints at Modi not being people’s first choice • Does not glorify Narendra Modi by making him seem larger than life
  16. 16. Key Themes
  17. 17. Glorifying Modi • Ambition/goal • Prime ministerial candidate for 2012 • Larger than party • Larger than life
  18. 18. Facts • Decrease in number of seats won • Development oriented Vote-bank politics • Appeasing the Muslim voters • Contribution of all segments in ensuring the win
  19. 19. Anti-Congress Themes • Half hearted attempt • No chance of winning • Direct attack on Rahul Gandhi and Sonia Gandhi Lesser focus on HP elections • Amount of coverage given • Space and detail parameters
  20. 20. Comparative Coverage  Strong coverage X No coverage --- Medium coverage
  21. 21. Role of Media in Modi’s success Media-made man Self-made man Party-made man
  22. 22. Thank you!

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