Permanent campaign: The distinctive trait of modern political communication

The present study is based in the domain of politics and its evolving dynamics, with political communication and permanent campaign being two of them. The paper would highlight the developments which have come to shape up modern political communication and how it is different from the traditional one. Another concept which has been dealt during the course of the research paper is that of permanent campaign whose need and significance has been made clear by giving suitable illustrations, both from India and abroad. Next, the paper talks about the negative aspect of modern media and how the same could be negated with the help of branding, if done correctly. Lastly, the authors have discussed the connection, as it exists, between modern political communication and permanent campaign. Overall, this paper would help the readers to gain insights into the above-mentioned phenomena and how they have come shape up the modern political scenarios.