DefinePK

Abstract

In 2014, the media in India became a dominant mode of communication and information during the elections. The victory of Narendra Modi was possible due to the social media campaign that made him the first social media prime minister. Media, considered the fourth pillar of democracy, has undergone politicised pulsations under Modi. The media policy adopted by Modi turned out to be a double-edged governance strategy. This strategy has been used by the BJP government to implement its ideological principles of Hindutva under the garb of nationalism. Besides the personalised dissemination of information through the traditional and electronic media, the Modi government has employed intimidation to silence and control it. Similarly, the forthcoming electoral campaign of Modi and his party has been following the same pattern of playing every card to succeed. The media under the greater nationalistic agenda of Modi has used all kind of measures for his popularity among the general public. This paper explores the way the democratic media has been transformed into a partisan one. Furthermore, it explores how the Modi regime is using its influence to impose its nationalistic and Hindu religious doctrine on Indians.