Symbols, slogans, and charisma: Political posters in India's 2014 national election

Abstract

This chapter analyzes the important role political posters and billboards have played in Indian politics. The analysis focuses specifically on the use of political images and symbols during the 2014 Indian national election, which was characterized by a significant shift in campaign style due to the emergence of television and social media as campaign tools. Based on a qualitative analysis of political posters created by the two leading candidates for prime minister, Narendra Modi and Rahul Gandhi, the authors conclude that the observed focus on charismatic individuals rather than party agendas in the 2014 Indian election indicates a trend toward image-driven election campaigns typically found in the United States and other Western democracies. The chapter also notes the democratic function of visual information campaigns in a nation that still struggles with a high illiteracy rate.