Cult of Personality vs Institutional Diplomacy: A Comparative  Study of Leader-Driven Outreach (Modi Era) and MEA-Led  Practices (UPA Era)

Author(s)	Vikash Kr Singh
Country	India
Abstract	This paper studies how India’s diplomatic communication has changed over time, moving from an institution-based model under the UPA government (2004–2014) to a leader-driven, digitally active model under the NDA government (2014–2024). The UPA period focused on MEA-led communication with emphasis on bureaucratic procedures and policy-oriented messaging. In contrast, the NDA period emphasized personal diplomacy led by Prime Minister Narendra Modi, involving international visits, diaspora outreach, and active social media use. Digital platforms evolved from administrative tools into instruments for shaping India’s global narrative, creating what is often called a “cult of personality.” While this approach increased India’s international visibility, it also raised challenges related to institutional independence, centralized messaging, and continuity of policy. The study suggests that combining strong institutions with dynamic leadership is essential for sustainable diplomatic success.
Keywords	India, diplomacy, digital diplomacy, Modi, UPA, MEA, leadership, foreign policy, public diplomacy
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-25
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.63292

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