Böcker av Jaishri Jethwaney

Elections have always been festive occasions in liberal democracies, and India is no exception.Media becomes one of the most important players in elections because of its power of reach andagenda-setting. From one government-controlled television in India in 1984, to hundreds of newschannels owned by various interest groups, a burgeoning print media, the coming of the socialmedia and the tiniest and most 'lethal' of mass reach weapon, the mobile phone-all these havechanged the way elections are now contested! The power of mass contact through rallies and publicgatherings, reinforced by the event-driven media channels and the power of digital media to reachout to the young audience, has redefined electioneering in India.When India Votes looks at the theoretical underpinnings of the relationship between democracy,mass media and election campaigning, as well as representative campaigns of the last three decadesof the two major players, viz. the Congress and BJP.

The current century has witnessed a tremendous spurt in media and technology, thus making the job of a PR practitioner more challenging, but at the same time interesting. Constant media exposure on matters -- social, economic political and corporate -- has resulted in people demanding more accountability from those who govern them and also those in the marketplace. The new age media has brought about a paradigm shift on the power of the pen. Is it the mainstream media or the citizen journalists and bloggers, who spare no time in expressing their views on everything under the sun? And this has made a definite difference to organisations, who have to be much more vigilant than before. Public Relations has come centre stage in lending advise on areas that did not traditionally fall in its purview, especially in care management, corporate governance and corporate social responsibility. Those who study and practice PR have to understand the dynamics of the changing media matrix and acquire skills on how to handle various media. It is hoped, the book will provide many new insights and hands-on-skills to both the students and young practitioners in pursuing their jobs more efficiently and vigorously.