Swadesh Singh
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People-led campaigns in the 2019 general election
A case study of #Academics4NaMo
in Passionate politics
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The 2019 election saw a strong presence of people-led campaigns in which small and localised groups played an important part and created a buzz. Online and social media platforms had a pivotal role in these campaigns. The Bharatiya Janata Party (BJP), which swept the election, wove its campaign around these platforms – ranging from WhatsApp to Facebook, Twitter, YouTube and Instagram – and made Narendra Modi the message that was disseminated astutely by the BJP. Along with the BJP, many individuals and groups also ran campaigns in their private capacity to garner support for Modi. #Academics4NaMo was one such people-led campaign that was run to rally support from academics, intellectuals and thought leaders in favour of Narendra Modi. This campaign helped in building the narrative during the campaign as its members wrote articles and rebuttals, and organised online and offline meetings and discussions. All this was completely voluntary work arising out of their passionate belief in Modi and their conviction that he was the right choice. This article talks about the #Academics4NaMo campaign and how it made a mark during this election.

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Passionate politics

Democracy, development and India’s 2019 general election



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