Content Analysis of Campaign Songs and Newspaper Ads for Lok Sabha Elections
A study by CSDS-Lokniti analyzed 150 campaign songs and 52 print advertisements released by the Congress and Bharatiya Janata Party (BJP) from January 1 to April 10, 2024, in preparation for the Lok Sabha elections.
Campaign Songs
The study analyzed 80 songs in favor of the Congress and 70 in favor of the BJP. BJP songs focused on pride and patriotism, highlighting India’s relations with China and Pakistan. Congress songs criticized the government’s policies and called for accountability.
BJP songs had a strong religious connotation, with nearly 72% mentioning religious themes, while only 10% of Congress songs did. BJP songs focused more on Prime Minister Narendra Modi, while Congress songs emphasized the party.
Newspaper Ads
The study analyzed 11 daily newspapers (Delhi edition) from March 20 to April 20, 2024. The BJP published 27 ads, while the Congress published 25.
Congress ads focused on highlighting issues such as reservation, unemployment, and farmers’ distress. BJP ads focused on achievements, such as the construction of homes for four crore families and lifting 25 crore citizens out of poverty.
Digital Media
The study found that the BJP invested more in digital media, spending over ₹17 crore on Google ads, compared to the Congress’s ₹13 crore. Both parties together posted just 52 ads in national dailies from March 20 to April 20.
Conclusion
The study provides insights into the strategic approaches and messaging employed by the Congress and BJP in their campaign communication. BJP songs focused on evoking pride and patriotism, while Congress songs highlighted issues and criticized the government. BJP’s print ads focused on achievements, while Congress’s ads highlighted problems. Both parties invested significantly in digital media, with the BJP spending more than the Congress.
