During twentieth centuries, in Indian democracy political campaigns were run by political parties volunteers, family members and friends of candidates; but as party loyalties among voters began to weaken, and political parties declined as sources of manpower and strategy, professional political consultants swept in to fill the void. Political consulting firms, political consultants-“image makers” and “game-makers” to political candidates-play a crucial role in shaping election campaigns these days. Now in Indian democracy political consulting has emerged as a profession in India.
In order to really distinguish the extent of influence of democracy on political consulting we analyzed different countries and state elections. Furthermore we introduce a model of Indian democracy influence on political consulting. An approach grounded on the theories of political science, and political communication. Political advertising and political marketing are central aspects of political communication.
In a democratic form of government political parties are key actors. A political party may be defined as an organization oriented towards achieving legitimate control of government through an electoral process. Political Party is an organization established with the aim of achieving governmental power and using that power to pursue a specific programme. Political parties are based on certain understanding of society and how it ought to be.
Party communication is often seen as a one-way flow from parties to the public. In a democracy, however, parties also seek to learn more about the public’s policy concerns, issue priorities, and political preferences . Political parties can communicate through three main channels, namely traditional people-intensive campaigns, modern broadcasting campaigns, and Internet campaigns. But these days the role of traditional people-intensive forms of party-campaign communications, such as local rallies and door-to-door canvassing, has come under debate.
The weakening of the role of party members and activists, and a growing professionalization of campaign communications through the use of media managers, press officers, marketing and advertising experts,survey analysts, and political consultants. Recent developments include parties’ widespread adaptation to newer information and communication technologies. Now a days these professionals are an essential to modern campaigning, often making positive contributions to democratic discourse, and yet they have also polarized the electorate with their biting messages.
Reference: 1). https://sites.hks.harvard.edu/fs/pnorris/Acrobat/NDI