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Abstract

Elections are an important part of any democracy. It is very difficult to study how any voter arrives at a decision in casting his or her vote for a party or a candidate, the vibrant Indian democracy make it more difficult in comparison to western democracies. Many factors influence the decision of voter’s in  democracy like India, where many diversities influence the decision of voter’s, like-cast, color, creed, religion, region, family, personality of candidates, parties, mass media so on. With the proliferation of mass media, they have become very vital tool for politicians and political parties in reaching out to large masses, which was impossible till few years ago. It is however, that media have become an inevitable part of the political process especially during elections. Indian election campaign 2014 was the second most


expensive campaign in the history of sphere, after the US presidential campaign. There was a significant progression in the campaigning methodology as the parties

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