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Bridging Divides: The Role of Political Communication in Shaping Dravidian Populism and Strengthening Democracy

Democracy
Party Manifestos
Political Leadership
Political Participation
Populism
Social Welfare
Welfare State
THIRUPPATHI P
Institute for Social and Economic Change
THIRUPPATHI P
Institute for Social and Economic Change

Abstract

Abstract This study considers the interaction of populism with political communication within the socio-political context of Dravidian politics in the state of Tamil Nadu. Arguing from the principles of Aristotle's governance that balance democracy and oligarchy in order to find the "common good," the study delves into how Indian Dravidian parties, most notably DMK and AIADMK, deployed populism in a strategic way. These parties have addressed socio-economic inequalities, caste-based discrimination, and the assertion of Tamil linguistic and cultural identity, aligning with Aristotle's notion that legitimacy stems from meeting citizens' needs. Charismatic leaders such as C. N. Annadurai, M. G. Ramachandran, M. Karunanidhi, and J. Jayalalithaa critically shaped and articulated these messages. The icons and emotionally moving rhetoric received grassroots grounding and transformed Tamil politics. Aristotle conceived of rhetoric as an ability to persuade. Therefore, the eloquence and symbolic communication are explainable and foster trust and solidarity among different social groups with them. The study scrutinizes election manifestos, political speeches, and public perceptions in search of the recurring populist themes of anti-elitism, welfare orientation, and identity politics. Special attention is given to M. Karunanidhi whose literary and theatrical brilliance reinforced the ideals of Dravidian and cemented his political legacy. His mastery of language and symbols exemplifies Aristotle's ethos in the sense of social justice and cultural pride. Using a mixed-methods approach, the research incorporates document analysis, field surveys, and semi-structured interviews to trace the evolution of populist narratives. Surveys highlight public perceptions of welfare schemes, linguistic identity, and anti-elitist sentiments, while interviews with leaders, intellectuals, and journalists provide insights into strategic populist communication in electoral and governance strategies. Findings show that populism has a dual face in Dravidian politics. One is the powerful force of inclusive governance, as it tackles the issue of the marginalized groups through transformative welfare programs. The other is that it may lead to divisions in society and oversimplifies complex governance issues that will now be reduced to identity narratives. These findings are placed within regional and global contexts so that the study feeds into the debate concerning identity, governance, and democratic participation. The research has underlined the strengths and weaknesses of the Dravidian model of political communication, focusing on its cultural pride and socio-economic welfare orientation. Anchored in the principles of Aristotle, the study demonstrates how balanced governance, and effective communication can neutralize democratic erosion and create a participatory and inclusive process in Tamil Nadu, India.