The Modi Effect- Chapter 4 Summary

Lance Price

Chapter 4 – Behind the Mask

In Chapter 4 ( Behind the Mask), Lance Price outlines how Narendra Modi used the 2012 Gujarat State Elections to push his bid for National power in 2014.

The first hint of his candidature was popped up in an unknown Facebook post in Oct 2010 under the heading “ Narendra Modi as Prime Minister? Why Not?”.  A good number of New Age volunteers had initally helped Modi with the push through social media.

By 2012, Modi gathered a special team. Team Modi used the 2012 state elections to push his bid for the PM. The Gujarat campaign themes were very much a dry run for 2014. The positive appeal was a mixture of development and Modi’s strong approach to leadership.

Price contends that the dramatic success of Modi to win the Gujarat State Elections was due to

  1. His willingness to embrace new ideas. For example, the Modi Mask
  2. The recognition that his own image was a crucial selling point and therefore, the Media campaign to craft his image.
  3. Team Modi, which consisted of professionals, helped produceTV, support Social Media Campaigns and even set up private companies to push the Modi’s image. Efforts were taken to improve the image of the State of Gujarat and along with it, the image of its chief minister.
  4. Fortunate sequence of events [ a) the appearance of his picture in the cover page of Time ( 2012) ; b) Tata Motors moving its Nano project to Gujarat; c) ASSOCHAM’s report that Gujarat’s emergence as the preferred investment destination; d) The visit of Sir. James Bevan to Gujarat in Oct 2012
  5. His use of high tech campaigning methods [ a) Launch of his own State wide Television Channel Namo Gujarat; b) Name – Youtube Channel; c) Facebook and Twitter accounts; d) Google + Hangout discussion; e) The use of hologram technology.

Modi won a decisive mandate in the State elections in 2012. From then on, it was much easier to project himself as the PM candidate.


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