“TRENDS OF POLITICAL

COMMUNICATION” {IN INDIA}

Political communication is the process by which

language and symbols, employed by leaders,
media, or citizens, exert intended or unintended
effects on the political cognitions, attitudes, or
behaviors of individuals or on outcome that bear
on the public policy of a nation, state, or
community.

HISTORY OF INDIA’S POLITICAL LANDSCAPE :

India’s political landscape has evolved significantly
since gaining independence in 1947. Initially led
by the Indian national congress under Jawaharlal
Nehru, India adopted a parliamentary system. The
nation faced challenges like the indo-pak wars,
economic struggles, and social issues.
in the 1970s, Indira Gandhi's leadership faced
controversy, including the declaration of a state of
emergency. The 1980s saw the rise of regional
parties, altering the political dynamics. Economic
reforms in 1991 under Prime Minister Narasimha
Rao marked a shift toward liberalization.
The Bharatiya Janata Party (BJP) gained
prominence in the 1990s, culminating in Atal
Bihari Vajpayee's leadership. In 2004, the
Congress returned to power with Manmohan
Singh as PM. Subsequent years witnessed
coalition governments, policy debates, and
economic growth.
In 2014, Narendra Modi led the BJP to a decisive
victory, emphasizing development. His re-election
in 2019 reinforced the BJP's dominance. India's
political landscape continues to be dynamic,
shaped by regional dynamics, economic priorities,
and social issues.

HISTORICAL PERSPECTIVE :
Political communication in India has evolved
significantly. Early post-independence years
relied on traditional methods like speeches and
print media. The emergency in the 1970s
demonstrated the power of centralized control
over information. With technological
advancements, TV became a major influencer in
the 1980s.
The 1990s saw the impact of satellite TV,
broadening political reach. The 2000s witnessed
the rise of social media, transforming political
discourse. Leaders began using platforms like
Twitter and Facebook for direct engagement.
In recent years, WhatsApp and other messaging
apps played a role in shaping public opinion. The
evolving landscape reflects the fusion of
traditional and digital mediums in Indian political
communication.

KEY MILESTONES THAT SHAPED POLITICAL

COMMUNICATION TRENDS

1. Print Era (Post-Independence): Early political

communication relied on newspapers and
speeches to reach the public.
2. Emergency Period (1975-1977):The emergency
showcased the power of centralized control over
media, shaping perceptions and highlighting the
importance of media freedom.
3. Television Dominance (1980s):The 1980s
marked the era of television, influencing political
communication with visuals and live coverage of
events.
4. Satellite TV Boom (1990s):The proliferation of
satellite TV channels expanded political reach
and altered communication dynamics.
5. Rise of Social Media (2000s): The 2000s saw
the emergence of social media platforms,
providing a direct and interactive channel for
political communication.
6. Digital Transformation (2010s): Political
leaders embraced Twitter, Facebook, and other
platforms for real-time engagement, changing
the nature of political discourse.
7. WhatsApp and Messaging Apps (2010s):The
widespread use of messaging apps, especially
WhatsApp, played a pivotal role in disseminating
information and influencing public opinion.
8. Election Campaigns and Digital Strategies:
Political campaigns increasingly integrated digital
strategies, leveraging data analytics, targeted
ads, and social media to connect with voters.
9. Misinformation Challenges: The digital era
brought challenges with the spread of
misinformation, emphasizing the need for media
literacy and fact-checking.
10. *Ongoing Evolution:* Political
communication continues to evolve with the
interplay of traditional and digital media, shaping
public perception and discourse in contemporary
India.