Abstract
This study examines diverse political slogans in Jammu and Kashmir (J&K) from 1947 to 2019. It discusses the rhetorical impacts of these slogans and how they impacted and shaped the diverse ideological orientations across the different regions of J&K. Building on the rhetorical function that political assertion serves through the use of slogans, the article analyses slogans that have shaped the cultural and political trajectory of J&K since 1947. The analysis is insightful for understanding the political history of J&K and the role of institutions and processes like the party system and elections in the smooth functioning of democracy. Though considerable literature exists on J&K’s politics and conflict, however, the subject of slogans has remained largely neglected, despite the significance that they hold for a comprehensive historical understanding of the region. Studying this subject, we believe, not only opens a political window to analyse regional history differently but also highlights how the rhetorical functions of political assertions shape popular opinions and hold the potential to impact thought patterns and cultural settings. Strategies to develop slogans and how the political parties and other groups used them will be analysed contextually and the developments that have shaped the modern political history of J&K.
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