Between the divine and digital: Parsing Modi's charismatic avatar.
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 br...
| Publicado en: | Media, Culture & Society Vol. 46; no. 4; pp. 834 - 851 |
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| Formato: | Artículo |
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Sage Publications, Ltd.
May2024
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=177037229&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 177037229 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 01634437 MCS jtl: Media, Culture & Society issn: 01634437 maglogo: Y pubinfo: dt: May2024 vid: 46 iid: 4 pid: 2171 pub: Sage Publications, Ltd. artinfo: ui: 177037229 10.1177/01634437231214200 ppf: 834 ppct: 17 formats: tig: atl: Between the divine and digital: Parsing Modi's charismatic avatar. aug: au: Rai, Swapnil affil: University of Michigan, USA su: Modi, Narendra, 1950- Gandhi, Mahatma, 1869-1948 Charisma Prime ministers Avatars (Virtual reality) Digital technology Salvation Performance management sug: subj: Charisma Prime ministers Avatars (Virtual reality) Digital technology Salvation Performance management Modi, Narendra, 1950- Gandhi, Mahatma, 1869-1948 keyword: avatar branding charisma digital Hinduism Koo Mahatma Gandhi Moditva Narendra Modi populism avatar branding charisma digital Hinduism Koo Mahatma Gandhi Moditva Narendra Modi populism ab: 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. Next, it unveils how Modi's charismatic avatar is shaped through embodied performances and the management of bodily optics. Finally, it analyzes the platforming of Modi's charismatic avatar, which takes place through organized public relations machinery operating in digital realms. Together, these mediations work to advance a Moditva-oriented populist politics that promotes ideological salvation for the nation via a leader whose persona and authority are conceptualized in divine terms undermining the pluralist and inclusive tenets of the Hindu religion. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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