Political Brand, Symbolic Construction and Public Image Communication
A brand is a complex construction. In addition to its tangible and intangible dimensions, it implies an intrinsic relational dimension associated to any brand building process. The relational dimension is even more visible in the case of the political brand. The political brand brings with it a symb...
| Authors: | ; |
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| Tipo de documento: | Recurso Electrónico Artigo |
| Idioma: | Inglês |
| Verificar disponibilidade: | HBZ Gateway |
| Journals Online & Print: | Carregar...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Publicado em: |
CEEOL
[2018]
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| Em: |
Journal for the study of religions and ideologies
Ano: 2018, Volume: 17, Número: 49, Páginas: 137-152 |
| (Cadeias de) Palavra- chave padrão: | B
Política
/ Marca comercial
/ Simbolismo
/ Esfera pública
/ Comunicação
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| Classificações IxTheo: | AD Sociologia da religião AG Vida religiosa |
| Outras palavras-chave: | B
image communication
B magical transfer B Transcendence B political brand B communication advisers B symbolic construction B commodity fetishism B political mythology |
| Acesso em linha: |
Volltext (kostenfrei) |
| Resumo: | A brand is a complex construction. In addition to its tangible and intangible dimensions, it implies an intrinsic relational dimension associated to any brand building process. The relational dimension is even more visible in the case of the political brand. The political brand brings with it a symbolic construction in which the experience of a diffuse form of sacredness is central, by the presence of the inadequate report specific to the manifestations related to the sacred representations. On the one hand, we are experiencing a meeting that creates the context of identity, and on the other hand a cohabitation that highlights the role of alterity. The brand imposes itself as a symbolic construction based on this game of identity and alterity in a global communication market. Communication advisers must pay attention to this symbolic dimension. It is the expressive form in which interpersonal relationships manifest themselves as assuming the values and meanings that individuals place under the idea of having a better life. The orientation towards the development of political brands understood as personal brands corresponds to a phase of professionalization of politics and political communication in electoral campaigns, but also in the stages between campaigns. At the same time, political brands grow in importance in times of crisis, both because they offer exemplary models and because they synthesize the mythological elements of the imaginary of abundance, trust and authentic dialogue. |
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| ISSN: | 1583-0039 |
| Obras secundárias: | Enthalten in: Journal for the study of religions and ideologies
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