Crafting Political Narratives: How Image Building and Ideology Shape Indian Politics from Congress to BJP

The landscape of Indian politics has always been shaped by power and perceptions. Recently, a debate sparked by a statement on Congress’s focus on legacy over genuine public service has brought this to light again. Critics claim that during its long rule, Congress prioritized image-building, while questions about what the Bharatiya Janata Party (BJP) stands for now arise.

Congress played a significant role in post-independence India, holding power from 1947 to 2014. However, many believe the party focused more on self-glorification than on real governance. The Bharat Ratna, India’s top civilian award, was given to prominent Congress leaders like Jawaharlal Nehru, Indira Gandhi, and Rajiv Gandhi. Supporters argue these leaders made crucial contributions to the nation, while critics see this as self-serving.

Congress also named various institutions after its leaders, like Jawaharlal Nehru University and Indira Gandhi National Open University. This has raised eyebrows, with many questioning whether these moves aimed at genuine progress or at immortalizing a family legacy. Textbooks have often painted Congress as the architect of modern India, sidelining other parties like the Bharatiya Jana Sangh, the BJP’s predecessor.

While Congress enjoyed stability, criticisms about power misuse and neglect of key issues, such as reservations for Other Backward Classes, were rampant. In a 2024 press release, critics pointed out that the party’s focus on image became a point of contention, overshadowing crucial governance.

Since 2014, the BJP has framed its vision around development and nationalism. However, many argue that its core ideology is Hindutva, presented as a new form of image-building. Rooted in the Rashtriya Swayamsevak Sangh (RSS), Hindutva aims to define Indian identity. The BJP has introduced policies like the Ram Temple construction and the Citizenship Amendment Act (CAA), which critics say discriminate against minorities.

Prime Minister Narendra Modi’s government often connects national pride with Hindutva, presenting him as a transformative figure. Initiatives like Aatmanirbhar Bharat and Make in India are framed as promoting nationalism but are criticized for intertwining with Hindutva-centric values. Notably, the BJP has altered history curricula to highlight leaders associated with Hindutva, raising concerns about an “ethnic democracy” that favors majority Hindu narratives.

As we reflect, it’s clear both Congress and the BJP engage in image-building, but with different strategies. Congress relied on legacy, while the BJP appeals to ideological beliefs. Both claim to prioritize public service, yet critics have labeled their approaches as self-serving.

The need for transparent governance is crucial. Voters today have the responsibility to ensure that leaders serve the public rather than just their own interests.

In essence, image-building remains a vital part of Indian politics, evolving from Congress’s focus on legacy to the BJP’s embrace of nationalism. As India continues to develop, the challenge remains: ensuring that power is wielded for the benefit of all, not for self-promotion.



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