• ISBN13: 9788126939770
• Binding: Paperback
• Subject: Politics and Current Affairs
• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint: N/A
• Publication Date: May 17, 2024
• Pages: 408
• Original Price: INR 795.0
• Language: English
• Edition: N/A
• Item Weight: 440 grams

The spectacular victory of Narendra Modi and the BJP in 2014 and again in
2019 demands a nuanced exploration of the factors that led to it. Though
the role of the middle class and the media in the making of what is called
the ‘Modi Wave' is often talked about, a clear-eyed and unbiased look at
how they transformed the political landscape in post-liberalized India is
still lacking.
This book studies how the Indian middle class, once seen as politically
indifferent, has gradually become a player of importance. This change,
which slowly began in the 1990s, has now reached a crescendo, and Modi
has become the icon of the changing economic demands of the middle
class and their ideological rightward shift. The new middle class played a
decisive role in the electoral outcomes of 2014 and 2019—two elections
that have undoubtedly changed the way India imagines itself and how the
rest of the world sees India. Modi’s management of mainstream and social
media—primary consumers of which are the ever-growing middle
class—has played a key role in his emphatic victories. This book will help
the reader understand the arsenal that Modi used in these elections and is
amust-read for scholars of politics, media studies and sociology.

Nagesh Prabhu is Deputy Editor, _x0003_The Hindu, Bengaluru, and the author of Reflective Shadows: Political Economy of World Bank Lending to India (2017).