Elements of Political Communication:

1. Political Actors:
○ These include politicians, political parties, and other individuals or groups
aiming to influence the decision-making process within a political system.
○ Example: In India, political leaders like Narendra Modi (BJP) and Rahul
Gandhi (Congress) use political communication to influence voters and
policies. Their campaigns, speeches, and media appearances are carefully
planned to achieve specific political objectives like winning elections or
shaping public policy.
2. Non-Political Actors:
○ These are individuals or groups such as voters, newspaper columnists, or
activists who communicate with political actors, often to influence their actions
or convey public opinion.
○ Example: In India, journalists like Ravish Kumar or columnists like
Swaminathan S. Anklesaria Aiyar write articles or present news that
influences the actions of politicians and political parties. Public opinion
surveys also reflect non-political actors communicating with the political class.
3. Media Discussion:
○ Media outlets, through news reports, editorials, and debates, communicate
about political actors and their activities. This is a significant form of political
communication, as it shapes the public’s perception of political issues and
personalities.
○ Example: Indian news channels like NDTV, Republic TV, and newspapers
like The Times of India or The Hindu frequently cover political
developments, influencing how politicians and their policies are perceived by
the public.
4. Visual Communication:
○ According to Graber, political communication is not limited to verbal or written
statements but also includes non-verbal elements like clothing, hairstyle,
makeup, and logos. These visual elements contribute to a political actor's
image and identity.
○ Example: In India, Narendra Modi’s signature attire (kurta, jacket, and
saffron scarf) and his personal grooming (beard and hairstyle) play a
significant role in crafting his political image of a strong, traditional yet modern
leader. Similarly, Mamata Banerjee is often seen in simple cotton sarees,
portraying her as a leader connected with grassroots voters.

Public Relations (PR) in Political Communication:

1. Media and Information Management:

○ PR is a key element in political communication, with parties using various
tactics to ensure maximum favorable media coverage and minimize negative
exposure. This often involves managing the information flow between the
party and the media.
 ○ Example: During Indian elections, political parties like the BJP and
Congress employ PR firms and media consultants to handle their
messaging, press releases, and news coverage. The 2014 and 2019
elections saw significant use of PR strategies, including carefully crafted
speeches and social media campaigns.
2. Tools of PR:
○ These include party conferences, news conferences, interviews, and
media events that are staged to generate positive coverage.
○ Example: The BJP’s 2019 campaign included multiple well-organized rallies,
Modi's "Mann Ki Baat" radio program, and televised interviews, all designed
to generate favorable publicity.
3. Reactive PR:
○ Parties often use reactive PR techniques to limit the damage from potentially
harmful situations. This may include lobbying journalists to present a more
favorable perspective, spinning a damaging story, or suppressing damaging
information.
○ Example: During controversies such as Rafale Deal allegations or the
Pegasus spyware scandal, the BJP and Congress employed PR tactics to
counter negative narratives, including releasing statements and conducting
interviews to defend their positions.
4. Modern PR Roles:
○ The roles of media consultants, image managers, and ‘spin doctors’ have
become central in shaping a politician’s public image and handling media
crises.
○ Example: In India, Prashant Kishor, a well-known political strategist, worked
for various parties, including BJP in 2014 and TMC in 2021, using
sophisticated PR and data-driven campaigns to influence public perception.

Non-Party Actors:

1. Public Organizations:
○ These include groups like trade unions, consumer groups, and
professional associations, which represent collective interests. These
organizations engage in political communication to influence policy decisions.
○ Example: Indian organizations like the All India Trade Union Congress
(AITUC) or Federation of Indian Chambers of Commerce & Industry
(FICCI) often lobby the government to influence economic policies, labor
laws, or business regulations.
2. Corporations:
○ Corporations regularly engage in political communication or lobbying to shape
governmental policies that impact their operations.
○ Example: In India, industries such as Reliance and Tata have
well-established lobbying practices to influence government policies related to
business regulations, taxation, and market reforms.
Pressure Groups:

1. Characteristics:
○ Pressure groups are often less institutionalized than political parties but focus
on specific political objectives. These groups tend to have a more overtly
political stance and are focused on specific issues.
○ Example: In India, groups like Greenpeace India advocate for environmental
conservation, while People for the Ethical Treatment of Animals (PETA) in
India campaigns for animal rights.
2. Focus Areas:
○ Pressure groups typically focus on issues such as environmental
protection, animal rights, and human rights.
○ Example: Indian groups like the Centre for Science and Environment
(CSE) work on environmental issues such as pollution control, while PETA
India focuses on animal welfare and rights.

Terrorist Organizations:

1. Use of Terror Tactics:

○ Terrorist groups use tactics like urban bombings, hijackings,
assassinations, and kidnappings to achieve their political objectives. These
groups often seek to instill fear or destabilize governments.
○ Example: In India, terrorist organizations like Lashkar-e-Taiba (LeT) and
Jaish-e-Mohammed (JeM) have been involved in numerous attacks aimed at
creating instability in Jammu and Kashmir.
2. Framing Themselves as Freedom Fighters:
○ Many terrorist groups claim to be fighting for national liberation or resisting
oppressive regimes.
○ Example: In India, groups like the United Liberation Front of Assam
(ULFA) or Naxalite–Maoist insurgents have framed their struggle as one of
national liberation or social justice for marginalized populations.
3. Global Examples:
○ Well-known global terrorist organizations include the Irish Republican Army
(IRA) in Northern Ireland, Hamas and Hezbollah in the Middle East, and
al-Qaeda, which was responsible for the 9/11 attacks.
○ Example in Indian Context: The Mumbai 26/11 attacks were carried out by
members of Lashkar-e-Taiba (LeT), who used terror tactics to push political
goals, destabilize India, and draw attention to their cause.

Conclusion:

Political communication is a multifaceted process involving a variety of actors, including

politicians, media outlets, non-political actors, and even terrorist organizations. These actors
use a mix of verbal, non-verbal, and visual means to shape public perception, influence.
—------------------------------------------------------------------------------------------------------------------------

PPT 1: Political Communication: Key Concepts and

Perspectives

Importance of Political Communication:

● Connection between the State and People: Political communication is essential for
creating a sense of connection between the government (state) and its citizens.
○ Example: In India, regular addresses by the Prime Minister or other leaders,
like the PM's "Mann Ki Baat," serve to maintain this connection.
● Gaining Legitimacy and Compliance: Through effective communication, political
actors can gain the support and legitimacy needed to govern.
○ Example: During the COVID-19 pandemic, the Indian government’s
consistent communication about guidelines helped it gain compliance from
the public for lockdown measures.

Components of Political Communication:

 ● Sender, Media, and Receiver: Political communication relies on a clear
understanding of the source (politician or party), the medium (television, social
media, etc.), and the audience (voters or the public).
○ Example: In an Indian election campaign, a politician (sender) may use
platforms like Twitter or WhatsApp (media) to connect with young voters
(receiver).

Complexity in Political Communication:

1. Electoral and Non-Electoral Actors:

○ Electoral organizations (like political parties) and non-electoral groups (NGOs,
interest groups) both engage in political communication to influence policy
and public opinion.
○ Example: NGOs in India, like Oxfam India, may campaign about inequality
or climate change, while political parties focus on election promises.
2. Role of the Media:
○ Media plays a significant role in shaping political discourse and influencing
public opinion.
○ Example: Channels like Times Now or NDTV often set the agenda for
political discussions in India.
3. Public Input:
○ Citizens also contribute their opinions, especially on social media, which
further complicates the communication environment.
○ Example: Platforms like Twitter or Facebook allow people to voice their
support or criticism of policies, such as farm laws in India.
4. Highly Complex Environment:
○ Political communication is not straightforward—it involves various actors
(politicians, media, public) in a dynamic and constantly evolving context.

Unusual Contexts of Political Communication:

1. Key Actors, Participants, and Audiences:

○ Political actors (like politicians), participants (like voters), and audiences
(general public) are all part of the communication process.
2. Promotional Culture:
○ Politics is now part of a promotional culture, where parties and politicians
market themselves much like brands.
○ Example: Indian political campaigns use branding strategies similar to
companies, with slogans like "Acche Din" for the BJP.
3. Blending of Pre-modern, Modern, and Post-modern Elements:
○ Political communication incorporates elements from various periods, such as
traditional (pre-modern), mass media (modern), and social media
(post-modern).
 ○ Example: Traditional rallies (pre-modern), TV debates (modern), and social
media campaigns (post-modern) are all part of Indian elections today.
4. Similarities and Differences with Corporate Communication:
○ While political communication mirrors corporate marketing (e.g., branding), it
also differs in its direct impact on governance and public policy.

Models of Political Communication:

1. Elite Model (Top-Down):

○ Communication flows from the elite (government or political leaders) down to
the people.
○ Example: Indian government directives during emergencies (like
demonetization) often follow a top-down communication model.
2. Pluralist Model (Competition):
○ Multiple actors compete to influence political communication.
○ Example: In India, different political parties and media houses compete to
shape narratives during elections.
3. Feedback Model:
○ Communication involves feedback loops, where the public responds, and
politicians adjust their messaging accordingly.
○ Example: Politicians in India use platforms like Twitter or town hall
meetings to gauge public opinion and modify their policies or campaigns.
4. Mediated Model:
○ The media acts as a mediator between politicians and the public, influencing
the tone and content of communication.
○ Example: The Indian media's portrayal of political figures, like Arvind
Kejriwal, often mediates how the public perceives him.
5. Democratic Model (Circular Communication):
○ In this model, communication is circular, with continuous interaction between
the government and the public.
○ Example: Public consultations for policies, such as the Draft National
Education Policy 2020 in India, involve a circular communication model.
6. Interdependent Model (Detached Synergy):
○ Political actors and the media are interdependent, but operate with some
degree of detachment, maintaining their autonomy.
○ Example: Indian political parties rely on media to reach the public but
maintain separate agendas.

Perspectives in Political Communication:

1. Political Communication Expert:

○ Strategic: Political communication is planned with specific goals in mind.
○ Comprehensive: It involves a broad understanding of various communication
channels and actors.
 ○ Integrated: All aspects of messaging, from speeches to social media, work
together.
○ Multi-faceted: It uses various tools, from mass rallies to digital marketing.
○ Example: Indian political consultants like Prashant Kishor develop
integrated strategies for elections that include social media, grassroots
campaigns, and public appearances.
2. Citizens:
○ Fragmented: Citizens’ perspectives range from the engaged and informed to
those who are apathetic or cynical.
■ Example: In India, some citizens actively campaign and vote, while
others may feel disconnected or disillusioned by politics.
○ Flux: Citizens frequently change their political loyalties or opinions based on
issues or events.
■ Example: In India, voters may switch between supporting parties like
Congress and BJP depending on the economy, corruption scandals,
or social issues.

Conclusion:

Political communication is a complex and evolving process that involves multiple actors,
from political leaders to citizens and media outlets. It mirrors corporate communication in
some ways, but its ultimate goal is to influence public opinion and policy in a democratic
setting. Understanding the various models and perspectives helps us see how political
messaging shapes societies, especially in a dynamic democracy like India.

#PPT 2
Here are the simplified definitions of these terms and their relevance in political
communication:

Euphemism:

● Meaning: A mild or indirect word/phrase used to soften something harsh or

unpleasant.
● Relevance: Politicians use euphemisms to make controversial or negative actions
sound less offensive.
○ Example: Calling "job cuts" "workforce rationalization."

Agenda Setting:

● Meaning: The process by which the media and politicians decide what topics or
issues are prioritized in public discussion.
 ● Relevance: By controlling which issues are discussed, political actors can shape
public opinion.
○ Example: In elections, focusing on national security over unemployment sets
the agenda.

Public Narratives:

● Meaning: The stories and messages created by politicians or parties to connect with
the public’s emotions and values.
● Relevance: These narratives shape how voters perceive politicians and their
policies.
○ Example: The "India Shining" campaign by BJP in 2004 was a public
narrative of economic progress.

Crisis Communication - Apologia:

● Meaning: A form of communication where a politician or party defends themselves

during a crisis.
● Relevance: Helps to manage public perception and reduce damage to reputation.
○ Denial: Denying any wrongdoing to avoid blame.
■ Example: A politician denying involvement in a corruption scandal.

Differentiating:

● Meaning: Creating a clear distinction between one's policies or actions and those of
others.
● Relevance: Politicians use differentiation to stand out from opponents.
○ Example: A party claiming they are the true defenders of democracy
compared to rivals.

Transcending:

● Meaning: Moving beyond current conflicts or divisions to unite people under a bigger,
common goal.
● Relevance: Politicians use this to appeal to a broader audience and reduce conflict.
○ Example: Speaking about national unity to overcome party divisions.

Is the Public Sphere Shrinking in India?

Yes, the public sphere in India is indeed shrinking, and this contraction can be attributed to
several key factors that affect the way information is disseminated, discussed, and debated.
The concept of the public sphere, as articulated by Jürgen Habermas, refers to a civic space
where private citizens come together to discuss matters of political and social importance,
ultimately leading to the formation of public opinion. An effective public sphere is
characterized by autonomy, equal participation, and rational discourse. However, various
dynamics in India have increasingly undermined these principles.
1. Media Ownership and Control: One of the most significant reasons for the shrinking
public sphere in India is the concentration of media ownership. Over the years, media
houses have come under the control of a few large corporate entities. This consolidation has
led to a lack of diversity in viewpoints, as these corporations often have vested interests that
align with certain political or business agendas. Consequently, the news that reaches the
public tends to be selective, biased, and oriented toward preserving the interests of those in
power. Independent journalism, which is vital for a thriving public sphere, is increasingly
under threat as many media outlets practice self-censorship to avoid conflicts with their
advertisers or government authorities.

2. Government Influence and Censorship: Another critical factor is the growing influence
of the government over media organizations. There have been numerous instances where
journalists have been harassed, threatened, or even arrested for their reporting. The fear of
legal or physical repercussions has led to self-censorship among journalists and media
outlets. Moreover, the government exerts pressure through indirect means, such as
withholding advertising revenue from outlets that are critical of its policies. This control has
made it challenging for the media to function as an independent entity that can freely critique
the government and hold it accountable.

3. The Role of Social Media: Social media initially appeared to expand the public sphere by
providing a platform where individuals could freely express their opinions. However, it has
become a double-edged sword. While it democratized access to information, it also opened
the door to misinformation, fake news, and online harassment. Political parties and other
groups have harnessed social media to manipulate narratives and spread propaganda.
Organized campaigns of misinformation often drown out rational, fact-based discourse,
leading to polarization and the breakdown of meaningful dialogue. Furthermore, the
anonymity of social media has led to the proliferation of hate speech, which can discourage
people from participating in open discussions.

4. Commercialization and Sensationalism: The commercialization of the media is another

reason for the shrinking public sphere. News organizations rely heavily on advertising
revenues, and this dependence has influenced the type of content they produce. There is a
greater focus on sensationalism, entertainment, and celebrity news rather than on serious
issues that affect the lives of everyday citizens. As a result, important discussions on topics
such as healthcare, education, and economic inequality are often sidelined in favor of
content that attracts more viewers and advertisers. This shift towards infotainment
undermines the media's role as a facilitator of public debate and reduces the quality of public
discourse.

5. Erosion of Democratic Norms and Intolerance of Dissent: In a healthy democracy,

dissent and criticism are essential for holding power accountable. However, in recent years,
there has been a growing trend of labeling critics as "anti-national" or "seditious." This
practice has created a climate of fear where individuals are hesitant to speak out against
injustices, policies, or decisions they disagree with. Public protests and demonstrations,
which are essential components of a vibrant public sphere, often face crackdowns, with
protestors being arrested or dispersed by force. The shrinking space for dissent has
significantly impacted the freedom of citizens to engage in political dialogue.
Conclusion: The public sphere in India is facing multiple challenges that hinder its growth
and functioning. From media monopolization and government pressure to the manipulation
of social media and intolerance of dissent, these issues collectively contribute to a shrinking
civic space where open and rational discourse is increasingly difficult. For a democracy to
thrive, it is essential to protect and nurture the public sphere by ensuring media
independence, encouraging diverse viewpoints, and creating a safe environment for the free
exchange of ideas. Addressing these challenges is crucial for maintaining a robust,
democratic society where public opinion can truly reflect the voice of its citizens.