Personality Politics and Electoral Success in India: An Analysis of BJP’s Dominance in the Hindi Heartland States

Abstract

Personality politics refers to a political environment or situation where the personal attributes, characteristics, and charisma of individual leaders play a significant role in shaping public opinion and influencing political outcomes. In personality-driven politics, the focus often shifts from policy issues and party platforms to the personal qualities of political figures.This paper provides an analytical study of the Bharatiya Janata Party’s (BJP) electoral dominance in the Hindi heartland states through the lens of personality politics. Focusing on the charismatic leadership, strategic communication, and political strategies employed by the BJP, particularly with the prominence of leaders like Narendra Modi, the research seeks to unravel the complex interplay between personality-driven politics and electoral success. Further this analysis delves into the ways in which the party's leaders shape political narratives, connect with voters, and navigate the diverse socio-cultural landscape of the states such as Uttar Pradesh, Bihar, Madhya Pradesh, Chhattisgarh, Jharkhand and Rajasthan. The study also explores the implications of personality politics for democratic governance, political culture, and the evolving nature of electoral dynamics in the Hindi heartland. Thus based on the secondary sources, this research contributes to a deeper understanding of the factors driving the BJP's sustained dominance in this crucial region of Indian politics.