02210cam a22002295i 450000100090000000300040000900500170001300800410003001000170007102000310008808200190011910000290013824500950016726000380026226300090030030000110030952013920032094200120171299900170172495201300174195201090187121385184OSt20230720110532.0200114s2020    cau           000 0 eng    a  2020930732  a9789353882594q(hardcover)  a328.5402bP88M1 aPrabhu, Nagesh,eauthor.10aMiddle class, media and modi :bthe making of a new electoral politics cby Nagesh Prabhu.  aNew DelhibSage Publicationc2020  a2003  a374 p.  a"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-liberalization India is still wanting. 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 is 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 a must-read for scholars of politics, media studies and sociology. Nagesh Prabhu is Deputy Editor, The Hindu, Bengaluru, and the author of Reflective Shadows: Political Economy of World Bank Lending to India (2017)"--  2ddccBK  c26459d26459  00102ddc40708TXBaCURAJbCURAJd2023-07-20eCMSg1395.00l1o328.5402 P88Mp40258r2024-09-27s2024-05-03w2023-07-20yBK  00102ddc40708TXBaCURAJbCURAJd2024-12-06eCMSl0o328.5402 P88Mp42300r2024-12-06w2024-12-06yBK