Dear reader,
Someone once said that the problem with political jokes is that they get elected. If you have been observing our elections, you might agree with this politically incorrect brutally honest statement. But why does this happen? How are voters influenced by political parties to focus not on real issues but on issues that really don’t matter?
We all know campaigning is the heartbeat of elections in a democracy. They serve as a platform for candidates to articulate their vision, engage with voters, and, most importantly, highlight pressing issues that shape the future of citizens. Throughout history, effective campaigning has not only influenced election outcomes but also catalysed social change by bringing crucial issues to the forefront.
Elections in India, often hailed as the “festival of democracy”, are grand-scale events marked by vibrant campaigns, intense debates, and sometimes peculiar incidents that sway public opinion and outcomes in unexpected ways. From technological shifts to unexpected national tragedies, each election has offered unique stories that illustrate just how dynamic, multifaceted, and unpredictable the world’s largest democracy can be. These events—sometimes funny, often strange, always impactful—highlight that in the vibrant theatre of Indian politics, anything can influence an election. Hence, a study of general elections in India becomes a study of the collective psyche of the country.
The country’s first general election in 1951-52 was a watershed moment for the nascent democracy. The Indian National Congress, which had spearheaded the independence movement, was the dominant force, riding on the popularity of leaders like Jawaharlal Nehru and the promise of a unified, secular, and progressive India. The party’s agenda centred around nation-building, economic development, and social reform. The people broadly went with this narrative, as they were eager for home rule after a period of colonisation.
However, in the subsequent general elections of 1957 and 1962, things changed. Issues like the Mundhra scandal of 1957 (which rocked the Congress, forcing then Finance Minister T.T. Krishnamachari to resign) and other instances of corruption started coming to the forefront of electoral debates. Still, the Congress continued to capitalise on its legacy as the harbinger of freedom, promising stability and a commitment to democratic values.
Then, issues like linguistic reorganisation of States, poverty alleviation, and agricultural reforms gained traction, reflecting the diverse aspirations of a rapidly evolving nation. The 1967 general election marked a significant shift, with the Congress’ dominance being challenged by regional and opposition parties. Issues like the Green Revolution, rural development, and linguistic pride came up, as voters sought representation that catered to their specific regional and cultural identities.
The 1971 election witnessed the rise of Indira Gandhi’s charismatic leadership, as she campaigned on the “Garibi Hatao” (Eradicate Poverty) slogan. Her victory was a testament to the growing importance of populist policies and the need for a strong, decisive government that could address poverty and economic inequality.
In 1977, the backlash came, against the Emergency enforced by Indira Gandhi. That election saw her government toppled and, as it turned out, one of the pivotal issues was the forced mass sterilisation drive led by her son Sanjay Gandhi. His crass and brutal campaign incited widespread anger and fear, contributing significantly to the party’s defeat.
The assassination of Indira Gandhi by her Sikh bodyguards in 1984 led to a sympathy wave across the nation. It swung the election later that year massively in favour of the Congress Party, led by her son, Rajiv Gandhi, who won the largest majority ever seen in Parliament. The emotions stirred by the assassination had overshadowed all other election issues.
The 1996 election was heavily influenced by revelations of the Hawala scandal a few months before, which involved alleged payments to top politicians by hawala brokers. It led to a widespread perception of endemic corruption, and the electorate denied a clear majority to any party, resulting in a hung Parliament and short-lived governments.
The next significant election was in 2004 when the BJP fought on an “India Shining” campaign. It was a case of misplaced optimism and backfired spectacularly. Intended to celebrate the nation’s economic growth, the campaign was perceived as tone-deaf by many who felt that growth had not touched their lives. The party’s unexpected defeat was a stark reminder that electoral victories require more than just glossy narratives; they must resonate with the lived experiences of voters.
In 2009, the 2G spectrum scandal became the focus. Although the results did not immediately reflect the impact, the issue eventually caught up with the UPA government. The scandal involving the underpriced sale of telecom licences led to huge public outrage and was a significant factor in the UPA’s later difficulties, although initially the coalition managed to secure re-election.
It was the 2014 election that saw a distinct difference in the way elections are fought in India: the rise of social media-powered campaigning. One saw an unprecedented use of social media in campaigning, mainly by the BJP. The approach not only engaged young, urban voters but also set a new standard for how election campaigns would be fought hereon. Modi’s manufactured image as a tech-savvy leader helped cultivate a modern, progressive persona that appealed to many voters.
In 2019 too, social media played a big role, especially in urban centres. Also in the limelight were the Pulwama-Balakot issue and the issue of national security. It dramatically shifted the discourse towards security and patriotism, and the BJP capitalised on the sentiment. Prime Minister Modi’s strongman image went down well, helping his party to a significant win.
In 2024, it seems as if the power of social media campaigning is facing some real challenges. It is throwing up surprises like Dhruv Rathee and other content creators who, along with independent media, are busting myths and fake news and putting politics to the litmus test by exposing the real issues that matter in an election. They educate the public, force opposition parties to react, and prompt apolitical voters out of their lethargy, so that exercising the franchise does not become a farce.
As a responsible media platform, Frontline has joined the debate this time, with special stories, interviews, videos, and more. In our latest issue, we picked three crucial issues that will or ought to matter in this election, presented by Prabhat Patnaik, Sujoy Chakravarty, and Paranjoy Guha Thakurta. We invite you to read these important essays, take a look, and share your comments. And vote responsibly.
And by the way, do check out our social media handles on Instagram, Twitter, and YouTube. We have some great stuff out there.
For Team Frontline,
Jinoy Jose P.
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