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Keywords: political communication
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Journal Articles
Asian Survey (2017) 57 (2): 249–270.
Published: 01 April 2017
..., the BJP also personalized the electoral narrative by making the leadership of Narendra Modi the centerpiece of its strategy. © 2017 by The Regents of the University of California 2017 Bharatiya Janata Party Narendra Modi social media political communication elections SHELLY GHAI BAJAJ...
Abstract
Through its use of the microblogging site Twitter during the 2014 Indian election campaign, the Bharatiya Janata Party successfully set the election agenda around development and governance to discredit the Congress Party. Combining its use of Twitter with conventional campaigning, the BJP also personalized the electoral narrative by making the leadership of Narendra Modi the centerpiece of its strategy.
