Leader-Driven Campaigns and Party Organization in India

• In Event: Party Organization, Campaigns, and Mobilization in India

Abstract

Leaders are often central to how voters evaluate political parties. Existing research suggests that leader-driven campaigns and political rallies can change voter behavior and voter perceptions of political parties; however, the mechanisms remain under-explored. This paper proposes that leader-driven campaigns can improve grassroots party organization, which can, in turn, increase voter support for the party. We test this in the context of India, the world's largest democracy, where the Congress Party leader engaged in a 136-day march across the country after two consecutive national election losses. Using election data across four Indian states, an original survey of 2400 voters, and qualitative interviews with party workers and voters, we find that the march improved Congress' performance under some conditions. We test mechanisms related to direct contact with the leader, a boost in grassroots party mobilization, perceptions of Congress in-fighting, changes in media coverage, and shifts in everyday political conversation. Overall, the paper emphasizes how party organization matters for party success and how previously dominant parties can take on their new challengers.

Authors

• Resuf Ahmed, University of Lausanne

• Feyaad Allie, Harvard University