A Comparative Analysis of Political Communication Strategies Employed by BJP and Congress Parties in Jaipur, Rajasthan

Abstract

Political communication refers to the combinations of those communication practices which are intended to convey political information to the public. This study focuses on the strategies used by BJP and Congress Party in 2019 general elections. It is an exploratory study which has been followed by mixed research methods which includes content analysis and survey methods for collection of data. The aim of the study is to identify the communication strategies used by these two major political parties. The findings of the study are based on the data collected which has been divided into two categories, the first one includes the analysis of the data collected thoroughly by content analysis which are Inclusivity and Secularism, Urban-Rural Divide, Leadership Projection, Media Engagement, Narrative Building whereas the second part of findings includes the understanding of the political communication strategies used by these parties by the voters.