This book is an analysis of the perspectives of 100 politicians involved in the thick of an election campaign (figuratively the horses in the race) in Andhra Pradesh during the Lok .Sabha election 1991 on party propaganda through Radio & Television. What are the preferences of politicians in the presentation of party broadcasts? The extent of faith they hold about the effect of media campaigning on their target audience i.e., voters? Do they have a clear picture about the target group? Are they of the conviction that electronic campaigning will benefit them more than the other modes available? What are their efforts before giving a party broadcast? These are but some of the questions which need to be answered before assessing the precise achievement and influence of electronic campaigning. The book in addition to exploring these matters also suggests few models of media coverage* of elections to suit' to Indian conditions.

By J. L. Raina