India’s recent elections have seen a surge in digital campaigning and voter engagement, yet gender biases in political messaging remain a challenge

Electoral Activity and Changing Trends

India’s electoral landscape has witnessed intense political activity over the past decade, marked by:

• Increased Expenditure: Campaigns demand large-scale funding for outreach.
• Diverse Participation: A wide range of political parties and candidates contest elections.
• Increased Women Turnout: Indicative of shifting political engagement and campaign strategies.

Transformation of Election Campaigns

• 1950s-60s: Direct voter contact through rallies, door-to-door canvassing, and print media.
• 1970s: Slogan-driven campaigns, exemplified by Indira Gandhi’s ‘Garibi Hatao’.
• 1980s: Introduction of television and radio, expanding campaign outreach.
• 1990s-2000s: Liberalization and internet-based political messaging.
• 2020s: Use of Artificial Intelligence, Machine Learning, and data analytics for real-time voter engagement.

Notable Political Slogans Over the Years

• ‘Bijli, Sadak, Pani’ (Electricity, Roads, Water): Emphasizing infrastructure development.
• ‘India Shining’: Highlighting economic progress.
• ‘Na Khaunga, Na Khane Dunga’:  Focusing on corruption-free governance.
• ‘Sabka Saath, Sabka Vikas’ (Together, for everyone’s growth) – Promoting inclusive development.

Gendered Stereotypes in Political Slogans

• “Ghar ki Lakshmi “: Portrays women primarily as homemakers rather than political actors.
• “Mahilaon Ke Vikas Ke liye Vote Do”: Positions women as beneficiaries rather than as key decision-makers.
• “Shakti Ka Pratik, Ma Ka Roop “: Reduces women leaders to maternal metaphors rather than recognizing their political acumen.
• “Ladki Hoon, Lad Sakti Hoon “: Reinforces the stereotype that women must prove their capability in politics.
• “Beti Bachao, Beti Padhao “: Suggests that daughters need protection rather than systemic societal changes.
• “Mahilaon Ki Sarkar, Suraksha Aur Samman “: Implies women’s political agency is primarily tied to victimhood.

Sexist Political Rhetoric

• “Ladke, ladke hain, galti ho jati hai”: Trivializes sexual assault and reinforces male privilege.
• “Beti ki izzat se vote ki izzat bari hoti hai “: Undermines the dignity of women by prioritizing political interests over gender equality.
• Comparing women’s bodies:  A politician’s remark likening roads to a female politician’s cheeks highlights the objectification of women in public discourse.

Challenges Faced by Women Leaders in Indian Politics

• Personal Attacks:  Their appearance, lifestyle choices, mannerisms, attire, and marital status are often commented upon.
• Double Standards: Unlike their male counterparts, women leaders are expected to conform to traditional social norms to gain legitimacy.
• Gender Over Leadership: Despite their political achievements, their gender often overshadows their governance abilities.

Way Forward

• Systemic Change: Electoral slogans must go beyond symbolism and be backed by concrete policy changes. They should challenge traditional gender roles rather than reinforcing them.
• Role of Slogans in Elections: Political communication in India has evolved significantly, making slogans a powerful tool for shaping public perception. 
  • However, many slogans still portray women as passive beneficiaries rather than active political agents.
• Avoid Discrediting Women: No character assassination or sexist undertones.
• Break Patriarchal Norms:  Highlight leadership over victimhood.
• Address Gender-Based Violence Seriously :  No trivialization or normalization.
• Portray Women as Decision-Makers : Acknowledge women’s agency in governance.

Conclusion

As political campaigns evolve, gender-sensitive slogans can play a pivotal role in shaping a more equitable electoral landscape. By re-imagining slogans, political campaigns can empower women, drive structural change, and reshape narratives for a more inclusive democracy.