The Challenge for Political Personal Branding - The Democratic Leader Paradox
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F25%3A10489571" target="_blank" >RIV/00216208:11230/25:10489571 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=O8oYrvl57f" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=O8oYrvl57f</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1177/14707853251314658" target="_blank" >10.1177/14707853251314658</a>
Alternative languages
Result language
angličtina
Original language name
The Challenge for Political Personal Branding - The Democratic Leader Paradox
Original language description
The present text is a theoretical study that brings a new perspective on the issue of political branding in contemporary democracies. The goal is to answer the apparent contradictions we see in the campaign narratives of the current leaders. How do you simply connect the fact that you are part of the political establishment and you are equally against the elites? A candidate's independent brand is gaining more and more space and attention. Today, people vote for a personality they can connect with, notparties that try to lure them with empty promises (Saelens 2019). Hughes (2007), Hughes, Dann, and Neale (2008) understand leaders and politicians in general not only as a component of a party's political brand but directly as so-called personal brands, that is, as separate unique brands that are then in a "co-branding" relationship with the party brand. A candidate's brand is the politician's public image, formed from all communication impressions (Marland 2013: 4). One of the essential components of the personal brand is the story that the politician's brand tells.A successful personal brand in politics nowadays combines two narratives in particular - on the one hand, the politician is supposed to embody a hero; on the other hand, he is supposed to be one of us, an ordinary person. These contradictory characteristics, which voters are clamoring for in today's turbulent times, have been referred to in the literature as the paradox of the democratic leader (e.g., Kane, Hart, and Patapan 2011; Hart and Uhr 2008). How do we reconcile these conflicting archetypes in a single political brand?
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Market Research
ISSN
1470-7853
e-ISSN
2515-2173
Volume of the periodical
67
Issue of the periodical within the volume
2-3
Country of publishing house
GB - UNITED KINGDOM
Number of pages
14
Pages from-to
282-295
UT code for WoS article
001396904900001
EID of the result in the Scopus database
2-s2.0-105002636739