5. •Body of the text
•Page
• Placement on the page
•Size of coverage
•Accompanying pictures
•Side boxes for extra information
Points of analysis
•Headline
9. • 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)
10. • 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
11.
12. • 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”
13. • 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”
14.
15.
16. • 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
17. • 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
18.
19.
20. • 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
21. • 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
22.
23.
24. • 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
27. Facts
• Decrease in number of seats won
• Development oriented
Vote-bank politics
• Appeasing the Muslim voters
• Contribution of all segments in ensuring the win
28. 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
