| Resumo: | This paper examines the electoral process in India with an emphasis on the actions of Narendra Modi, who as head of the Gujarat state government built up a progressive reputation that put paid to the suggestions he was a fundamentalist, which arose from his poor handling of violence that occurred at the outset of his term in office. The factors that led to the electoral victory of Modi are analyzed, such as the corruption of the previous regime, the promotion of his economic model, and in general, his communication strategy, which were effective in achieving widespread acceptance for the politician among sectors that did not share his sectarian ideology.
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