“Howdy Modi!”: Mediatization, Hindutva, and long distance ethnonationalism

Abstract

This study examines the media coverage of the “Howdy Modi!” rally in Houston, Texas to understand how heavily mediatized rallies advance an ethnonationalist “American Hindutva” agenda. Content analysis followed by framing analysis was conducted on news articles published in September 2019. Content analysis revealed six topics including: spectacle, hype, and optics; Trump-Modi support; anti-Modi protests; negative coverage; anti-Islam/anti-Pakistan; and idealizing Modi. Frames included “rock star Prime Minister” and “Modi as an embodiment of (Hindu) grace.” Media coverage of Howdy Modi reinforced Hindu nationalism drawing upon cultural pride and anti-Muslim sentiment and represent a new and “spreadable” venue for its proliferation.

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