Rahul Gandhi on Twitter: An Analysis of Brand Building Through Twitter by the Leader of the Main Opposition Party in India

The article analyses the tweets of Rahul Gandhi, President of the Indian National Congress (INC), the largest opposition party in India. The analysis covers his tweets over a period of around 6 months from the date he took over as the President of the INC. The study determines the main themes underl...

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Bibliographic Details
Published inGlobal business review Vol. 22; no. 5; pp. 1258 - 1275
Main Authors Antil, Anjuman, Verma, Harsh V.
Format Journal Article
LanguageEnglish
Published New Delhi, India SAGE Publications 01.10.2021
SAGE PUBLICATIONS, INC
Subjects
Elections
Legislatures
Opposition parties
Political communication
Political opposition
Political parties
Presidents
Social networks
India
Twitter
Narendra Modi
Rahul Gandhi
Karnataka elections
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Summary:The article analyses the tweets of Rahul Gandhi, President of the Indian National Congress (INC), the largest opposition party in India. The analysis covers his tweets over a period of around 6 months from the date he took over as the President of the INC. The study determines the main themes underlying his tweets, the frequency of words and phrases appearing in the text of the tweets and the sentiments conveyed through his Twitter communication. Also, as a special subset, a comparison of Gandhi’s tweets campaigning for elections to the legislative assembly of Karnataka, which were held during the sample period, has been made with those of his political rival, Prime Minister Narendra Modi, who is the most followed Indian on Twitter, and the relative strengths and weaknesses of Gandhi’s Twitter campaign in comparison with those of Modi have been brought out. Overall, the study highlights the effective use of Twitter as a political communication tool and how its data can be harnessed using different ways.
ISSN:0972-1509
0973-0664
DOI:10.1177/0972150919833514