On February 24th, 2025, the Department of Political Science at the University of Hyderabad invited Dr. Amogh Dhar Sharma, a Leverhulme Early Career Fellow, University of Oxford, to discuss his recent book, Backstage of Democracy: The Professionalization of Politics. The session was chaired by Prof. K. K. Kailash, Head of the Department of Political Science, and Satyaki Barua, a research scholar from the Department of Political Science served as the discussant. Dr. Sharma discussed how professionalization of politics is happening amid changing landscape of elections and political communication on the ‘backstage’ of the democracy. The role of professionals, like- political consultants, PR specialists, and social media strategists is increasingly shaping modern electoral campaigns. Dr. Sharma argued that professionalization in Indian politics is not merely a technological shift but reflects deeper structural transformations in political organizations and voter engagement. This transformation is redefining political communication, campaign strategies, and voter mobilization, making it a crucial factor in contemporary democratic practices across the developing nations.
Dr. Sharma began by placing this development in a longer historical trajectory, by identifying four distinct phases of election campaign in India. The first phase was the pedagogical, aimed at educating voters and fostering political awareness, which was followed by the populist phase- the leader centric phase where intermediary party institutions became obsolete and leaders such as Indira Gandhi centralized political campaigns. The third phase marked the rise of mediatized campaigns in 1980s, where television and print media played a dominant role in shaping political narratives. The final and most recent phase, beginning in 2009, saw the emergence of professionalized campaigns that leveraged market-driven strategies, data analytics, and consultancy services to influence electoral outcomes. Departing from the modernization framework, the speaker suggested that in the Indian case, previous campaign strategies are supplemented, not completely supplanted.
Dr. Sharma emphasized that professionalization in India is not a mere imitation of Western model, but it mirrors trends from other developing nations in Global South. It is the interplay of demand and supply side variables, shaped by domestic factors. Although technological evolution is important, its role often exaggerated. For instance, social media penetration was relatively low in 2014—with only 10% of voters using Facebook and 3% on Twitter. He also dismantled the view that weak party structures necessitate professionalization. Congress’ organizational crisis did not immediately prompt professionalization, and BJP, the party which embraced professionalization in 2014 campaign, was not facing any organizational weakness. The discussion also explored the rise of the New Middle Class (NMC) as a critical factor in political consultancy. Many individuals from this demographic, skeptical of traditional politics, have entered the realm of political consulting. Instead of joining political parties directly, they leverage expertise in media, technology, and strategic planning to shape electoral outcomes which has resulted in a new form of political participation outside conventional party structures, leading to the commercialization of political engagement. Dr. Sharma highlighted how political consultants, while enhancing campaign efficiency, have also contributed to the rise of a ‘shadow elite’—a group of privileged, often unaccountable individuals who shape political narratives behind the scenes.
The discussion also explored the contrasting approaches of the Congress and BJP toward professionalization. Dr. Sharma argued that the Congress party, facing a prolonged organizational crisis, has often used professionalization as a temporary solution rather than a structural reform. In contrast, the BJP has successfully integrated professionalization into its broader political framework. By combining ideological coherence with advanced campaign techniques, the BJP has leveraged professionalization to reinforce its political dominance. This divergence highlights the varying impact of professionalization based on party strength and long-term vision. In conclusion, he reiterated the need for further research in this remarkably understudied area. Political professionalized has opened up ‘new modalities of political participation’ but the shadow elite that it has generated often plays with a nationalistic and moralistic rhetoric to conceal entrepreneurial motives. His research is a ‘qualitative’ attempt at understanding political professionalization.
The chair, Prof. Kailash provided reflections upon Dr. Sharma’s work. The discussant, Satyaki Barua congratulated Dr. Sharma for the book and also highlighted the key methodological and conceptual concerns. Barua raised questions about the reverse causality and the interplay between traditional political participation and modern consultancy-driven strategies. The audience also raised thought-provoking questions on the accountability of political consultants, the role of technology in shaping electoral narratives, and the future of grassroots political engagement. The discussion concluded with Dr. Sharma emphasizing the need to critically analyze the impact of professionalization on democratic institutions. He argued that while professionalization has enhanced the efficiency of political campaigns, it also poses challenges to democratic accountability and inclusive political participation. It ended with reflections on the role of research in bridging the gap between theory and practice, urging scholars to further investigate the evolving dynamics of political professionalization in India and beyond.
Report by: Priyanka (MA Political Science)