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This book traces the remarkable ascendency of the Indian middle class over time, particularly following liberalization since the early 1990s. It establishes the intersection of the middle class, media and Modi phenomenon in India and highlights the reasons for their sanguine overlap. While being appreciative of the shift in Indian politics with the entry of Modi, it scrupulously avoids adulation which a section of the Indian media has indulged in recent years.
Nagesh Prabhu has tackled a timely and understudied topic in this book. Modi’s successful campaigns have used effective aspirational strategies to draw support from both India’s middle classes and social groups aspiring to gain the middle-class status. This book provides an extremely valuable study of these dynamics. It provides a critical resource for anyone interested in understanding India’s middle classes and contemporary politics in India.
Understanding and explaining the rise of the BJP from the prism of the emerging new middle class is the focus of this book. While a lot of the analysis on the rise and growth of the BJP and its current leadership has been from the perspectives of caste, identity politics, leadership and the multiple contours of Hindutva, this book weaves an analysis that is refreshingly new, privileging a focus on the role of the middle class in India.
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