Modi-Masculinity: Media, Manhood, and Traditions in a Time of Consumerism

Media discoursesboth independent journalism and advertisementsduring the 2014 general election in India articulated a gendered focus on a significant aspect of Narendra Modi's public representation relating to his forceful masculinity. His election campaignas well as popular discourse that surrounded his pre-prime ministerial personasignificantly focused upon his manly leadership style: efficient, dynamic, potent, and capable of removing all policy-roadblocks through sheer force of personality. In this, he is implicitly counterpoised to Manmohan Singh, his impotent predecessor, and more generally against an effeminate Indian type who is unable to strike hard at both external enemies (Pakistan and China, say) and internal threats (Muslim terrorists, most obviously). His 56-inch chestable and willing to bear the harshest burdens in the service of Mother Indiawas a frequently invoked metaphor in the election. This article suggests that Modi-masculinity is a reformulation of older versions of Indian masculinist discourse in a time of consumerist modernity and that the media has played a significant role in the re-making. The discussion suggests that Modi-masculinity stands at the juncture of new consumerist aspirations, the politics of Indian traditions and gender, and the re-fashioning of masculine identities.