Between the divine and digital: Parsing Modi’s charismatic avatar
Swapnil Rai
Abstract:This article explores the production of Indian Prime Minister Narendra Modi’s saintly charismatic avatar and the mediations of this avatar that seek to bestow him with exceptional authority. It shows how Modi’s avatar is being incarnated along three intersecting axes. The first axis comprises the broader historical, cultural and religious discursive frameworks that construct Modi as an incarnate charismatic leader. It focuses on his strategic invocation of Mahatma Gandhi through political and persona branding.… Show more
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