Journal of Contemporary Politics

Abstract

This study examines the role of political communication, particularly through media channels, in influencing electoral outcomes in the 2021 Kerala Legislative Assembly elections. The Left Democratic Front (LDF), under the leadership of Chief Minister Pinarayi Vijayan, retained power for a consecutive second term during the Covid-19 pandemic. A key focus of this research is the impact of the regular press briefings conducted by Pinarayi Vijayan, which are argued to have played a significant role in shaping public perception and securing electoral support for the LDF. This paper explores the ways in which political communication, primarily mediated through television and press briefings, influenced the decision-making process of the electorate, especially in a time of crisis. By employing both qualitative and quantitative methodologies, this study assesses how the Chief Minister’s communication strategies, including transparency and crisis management, resonated with the electorate and contributed to the LDF’s electoral success. The research also examines how media, as a tool of political communication, shaped the voters' choices and their understanding of the government's handling of the pandemic. The findings of this research suggest that Pinarayi Vijayan’s media interactions not only bolstered his public image but also fostered a sense of trust and accountability, which played a pivotal role in securing the electoral mandate for LDF. This paper contributes to the broader discourse on political communication and media influence in democratic elections, particularly in crisis situations.

Keywords: Political communication, LDF, Covid-19, Pinarayi Vijayan, Media