The crucial role of election campaigns in shaping voters’ decision

In both political party and democratic theories, election campaigns play a significant role. Democratic theorists have assumed that politicians are and ought to be attentive to the views of the electorate during campaigns. 

Election campaigns begin with the proper input received by the political parties related to any particular region where they want to contest elections. These inputs come from various sources, such as movements, issues raised by interest groups or pressure groups, debates, and discussions of media channels. Opposition parties also participate in setting the agenda by creating public opinion on various matters. 

Key components of election campaigns 

Core Message: The candidate or party creates a core message showcasing their policies, values, and goals that distinguish them from their opponents. The message is carefully crafted to connect with the electorate by addressing their concerns, needs and expectations. Election campaigns are also designed to target certain voter segments such as undecided voters, swing states/districts.

Campaign Team: A well-managed team is crucial. This group includes campaign managers, strategists, communication directors, volunteers, and field organisers. The Representation of the People Act, 1951 (RP Act) specifies legislation governing expenses incurred by individuals identified as ‘leaders of a political party’. The ‘leaders of a political party’ are referred to as ‘star campaigners’. Although ‘star campaigners’ are usually the top leaders of a political party, other celebrities can be considered for the same. The only requirement is that these individuals have to be members of the political party that designates them as ‘star campaigners’. 

In addition, the RP Act stipulates that a registered unrecognised political party can name up to 20 star campaigners, while a recognised political party (federal or state) can designate up to 40. These names must be provided to the Election Commission (EC) and, if applicable, the State Chief Electoral Officer (CEO) within seven days of the election notification date. In case of multi-phase election, a political party can submit a list of star campaigners for each phase. 

Campaigns require cash to run efficiently. Fundraising efforts involve seeking donations from individuals and organisations as well as occasionally hosting fundraising events; and logistics involves planning rallies, events, and outreach programs, ensuring the candidate can effectively reach voters.

Campaign via advertising: This includes TV ads, radio spots, online ads, and print materials. Effective advertising can help define the candidate’s image and highlight key issues. The new media can also be used for this purpose. Online platforms like Facebook, Twitter, Instagram, and YouTube are essential for reaching a broad audience, especially younger voters. Digital campaigns also include targeted email campaigns and SMS outreach.

Public appearances and debates: Candidates can also engage with voters directly through rallies, town halls, debates, and other public events. Debates, in particular, are crucial for showcasing how candidates handle pressure and present their policies.

Essential elements of public appearances

1. Since the 1998 Lok Sabha elections, recognised political parties in India have been allowed to freely use state-owned radio and television during elections. The Election Commission of India (ECI) determines the length of time for each officially recognised national and state party to broadcast prior to the start of the election campaign.

2. Door-to-door canvassing: These grassroots efforts involve volunteers going door-to-door or making phone calls to engage directly with voters, answering questions, and encouraging them to vote.

3. Media engagement: Engaging with the media is critical. Candidates give interviews, hold press conferences, and use media coverage to amplify their message.

4. Campaign policy proposals: Candidates often focus on key issues like the economy, healthcare, education, national security, and social justice. They present their policies as solutions to the problems faced by voters.

5. Negative campaigning: Sometimes, campaigns use negative tactics, such as attack ads or criticisms of their opponents’ records or personal characteristics. While controversial, these tactics can be effective if used strategically.

6. Get Out the Vote (GOTV) efforts through voter mobilisation:  As election day approaches, campaigns intensify efforts to ensure their supporters turn out to vote. This includes organising transportation to polling stations, reminding voters of polling dates and locations, and addressing any last-minute concerns.

7. Election day: On election day, the campaign focuses on ensuring that voters go to the polls. Campaigns may set up phone banks and volunteer networks and monitor polling stations to encourage turnout.

However, while participating in the election through campaigning, candidates along with political parties have to follow a moral code of conduct. But what is the moral code of conduct?

What is Model Code of Conduct

The Model Code of Conduct (MCC) consists of guidelines issued by the ECI to regulate the behaviour of political parties and candidates in the lead-up to elections. It assists the ECI in fulfilling its responsibilities under Article 324 of the Constitution, which empowers the body to oversee and ensure free and fair elections for Parliament and State Legislatures. The MCC takes effect from the moment the election schedule is announced and remains in force until the election results are declared.

The MCC originated during the 1960 Assembly elections in Kerala, where the state administration developed a ‘Code of Conduct’ for political participants. This code was later distributed by the ECI during the 1962 Lok Sabha elections to all recognised political parties and state governments that adhered to it. 

In 1991, due to repeated violations of election rules and ongoing corruption, the ECI decided to enforce the MCC more rigorously. During bye-elections, the MCC would be applicable in the area of the concerned constituency only. MCC keeps checks on the derogatory or hate speeches sometimes made by the leaders.

Post Read Question

Election campaigns serve as a means to shape voters’ decisions. Comment.

Discuss the legal provisions for ‘star campaigner’ provided by the Representation of the People Act, 1951.  

Evaluate the role of Election Commission of India in ensuring free and fair elections.

(Dr. Madhukar Shyam is an Assistant Professor of Political Science at Christ (Deemed to be University), Delhi NCR. In the next article, he will talk about the counting of votes and declaration of results.)

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