The Rhetoric of Reform: A Framing Analysis of Prime Minister Narendra Modi's 'Mann Ki Baat' (2014–2024)

This research paper presents a comprehensive framing analysis of Prime Minister Narendra Modi's monthly radio address, 'Mann Ki Baat,' from its inception in 2014 through 2024. This study investigates the program as a strategic platform for political communication, systematically employed to introduce, promote, and embed key governmental reforms and social initiatives within the national consciousness. The research deconstructs the rhetorical strategies and narrative frames employed to shape public perception and encourage citizen participation in flagship campaigns such as the Swachh Bharat Mission, Aatmanirbhar Bharat, and Digital India. Through rigorous qualitative content analysis of over 100 episodes, this study identifies five dominant narrative frames: civic reform, economic empowerment, national pride, gender-led development, and youth-led transformation. The paper argues that 'Mann Ki Baat' represents a unique fusion of traditional mass media with contemporary political messaging, creating what we term "rhetorical governance"—a systematic approach to policy communication that transforms administrative directives into moral imperatives. The findings reveal the systematic use of storytelling, emotional appeals, and the amplification of grassroots narratives to forge national consensus and establish a personalized connection with the citizen. The analysis demonstrates that 'Mann Ki Baat' functions as a deliberate and evolving rhetorical instrument that aligns policy objectives with cultural and moral values, thereby fundamentally reshaping the landscape of public discourse in contemporary India.