ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Modi's Modus Operandi in the 2014 Elections

The Rashtriya Swayamsevak Sangh has taken on itself the primary role of running Narendra Modi's personalised campaign in the 2014 Lok Sabha elections. Adopting a centralised model of monitoring and using feedback from local volunteers, the RSS has also taken the help of qualifi ed professionals with management, information technology and communications backgrounds to run this campaign.

During the course of the Lok Sabha election campaign there has been a tremendous image building of Gujarat Chief Minister and the Bharatiya Janata Party’s (BJP) “prime ministerial nominee” Narendra Modi in the media. Formally, the entire campaigning is known to be done by the BJP which is handling his image-making, highlighting issues, the agenda and electioneering. In most of the analysis the credit for Modi’s successful campaign is being given to corporate public relations agencies and youth adherents, particularly those who are proficient in using information technology tools to aid in the campaign. However what is less known is the role of the Rashtriya Swayamsevak Sangh (RSS) in providing perspective and structure for the entire campaign.

In this article we would like to understand the role of the RSS in the election campaign of Modi. The article is based on my own primary research comprising field visits to a few parts of Uttar Pradesh (UP), and secondary data based on newspaper reports.

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