The Challenge for Political Personal Branding - The Democratic Leader Paradox

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

The Challenge for Political Personal Branding - The Democratic Leader Paradox

Popis výsledku v původním jazyce

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&apos;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&apos;s political brand but directly as so-called personal brands, that is, as separate unique brands that are then in a &quot;co-branding&quot; relationship with the party brand. A candidate&apos;s brand is the politician&apos;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&apos;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&apos;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?

Název v anglickém jazyce

The Challenge for Political Personal Branding - The Democratic Leader Paradox

Popis výsledku anglicky

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&apos;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&apos;s political brand but directly as so-called personal brands, that is, as separate unique brands that are then in a &quot;co-branding&quot; relationship with the party brand. A candidate&apos;s brand is the politician&apos;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&apos;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&apos;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?

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

International Journal of Market Research

ISSN

1470-7853

e-ISSN

2515-2173

Svazek periodika

67

Číslo periodika v rámci svazku

2-3

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

14

Strana od-do

282-295

Kód UT WoS článku

001396904900001

EID výsledku v databázi Scopus

2-s2.0-105002636739