Pub Date : 2020-02-18DOI: 10.1080/15377857.2020.1724410
M. Drzewiecka, W. Cwalina
Of the dead, nothing unless good—has this Latin quote practical implications for political marketers? We tend to view dead people (especially leaders) more favorably than their living equivalents. ...
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Pub Date : 2020-02-10DOI: 10.1080/15377857.2020.1724426
G. Simons
This paper is an attempt to try and understand the processes and interactions that take place in society when a group attempts to lobby in favor of contentious forms of public policy, which may not...
{"title":"Policy and Political Marketing: Promoting Conflict as Policy","authors":"G. Simons","doi":"10.1080/15377857.2020.1724426","DOIUrl":"https://doi.org/10.1080/15377857.2020.1724426","url":null,"abstract":"This paper is an attempt to try and understand the processes and interactions that take place in society when a group attempts to lobby in favor of contentious forms of public policy, which may not...","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.2,"publicationDate":"2020-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1724426","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48653511","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-02-10DOI: 10.1080/15377857.2020.1724408
G. Simons
{"title":"Consistency and change in political marketing","authors":"G. Simons","doi":"10.1080/15377857.2020.1724408","DOIUrl":"https://doi.org/10.1080/15377857.2020.1724408","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"1 1","pages":"1-3"},"PeriodicalIF":1.2,"publicationDate":"2020-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1724408","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47435450","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-11-04DOI: 10.1080/15377857.2019.1680931
G. Armannsdottir, S. Carnell, C. Pich
This paper focuses on an under-researched and under-developed typology of political branding and conceptualizes politicians as personal political brands. Further, this study answers explicit calls for more research devoted to exploring the development of intended brand identity particularly from a brand creator perspective. Members of Parliament from the Republic of Iceland contextualizes this study. This qualitative case-study approach reveals how personal political brands create, construct and communicate their identity. Personal political brand identities were established and managed via a clear brand mantra and offline-online communication tools, which in turn revealed a degree of alignment with their party-political brand. However, this paper also demonstrates the challenges of managing the identities of personal political brands in terms of authenticity and integration particularly with coalition partners. Our paper builds on the six-staged analytical process of personal branding and proposes the Personal Political Brand Identity Appraisal Framework as an operational tool to introspectively evaluate personal political brand identity. This framework can be used by political actors across different settings and contexts to assess personal political brands from multiple perspectives.
{"title":"Exploring Personal Political Brands of Iceland’s Parliamentarians","authors":"G. Armannsdottir, S. Carnell, C. Pich","doi":"10.1080/15377857.2019.1680931","DOIUrl":"https://doi.org/10.1080/15377857.2019.1680931","url":null,"abstract":"This paper focuses on an under-researched and under-developed typology of political branding and conceptualizes politicians as personal political brands. Further, this study answers explicit calls for more research devoted to exploring the development of intended brand identity particularly from a brand creator perspective. Members of Parliament from the Republic of Iceland contextualizes this study. This qualitative case-study approach reveals how personal political brands create, construct and communicate their identity. Personal political brand identities were established and managed via a clear brand mantra and offline-online communication tools, which in turn revealed a degree of alignment with their party-political brand. However, this paper also demonstrates the challenges of managing the identities of personal political brands in terms of authenticity and integration particularly with coalition partners. Our paper builds on the six-staged analytical process of personal branding and proposes the Personal Political Brand Identity Appraisal Framework as an operational tool to introspectively evaluate personal political brand identity. This framework can be used by political actors across different settings and contexts to assess personal political brands from multiple perspectives.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"106 - 74"},"PeriodicalIF":1.2,"publicationDate":"2019-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1680931","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44114585","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-11-02DOI: 10.1080/15377857.2019.1684419
Newly Paul, Mingxiao Sui
Twitter offers politicians a direct path of communication to the public, and by its very nature, encourages tweets that are often heavy on emotions. Given the rise of Twitter and emotional appeals in politics, this paper investigates two important questions: How “emotional” are political candidates on Twitter, and, how does the public respond to candidates’ tweets containing emotional appeals such as joy, fear, anger, and disgust? Based on Crimson Hexagon’s sentiment analysis of over 500,000 tweets for 541 members of the 115th Congress and the public’s corresponding replies, we find that the tone of candidates’ tweets and the public’s reactions is primarily positive. We also find congruence in the emotions between a political tweet and its reply.
{"title":"I Can Feel What You Feel: Emotion Exchanges in Twitter Conversations between Candidates and the Public","authors":"Newly Paul, Mingxiao Sui","doi":"10.1080/15377857.2019.1684419","DOIUrl":"https://doi.org/10.1080/15377857.2019.1684419","url":null,"abstract":"Twitter offers politicians a direct path of communication to the public, and by its very nature, encourages tweets that are often heavy on emotions. Given the rise of Twitter and emotional appeals in politics, this paper investigates two important questions: How “emotional” are political candidates on Twitter, and, how does the public respond to candidates’ tweets containing emotional appeals such as joy, fear, anger, and disgust? Based on Crimson Hexagon’s sentiment analysis of over 500,000 tweets for 541 members of the 115th Congress and the public’s corresponding replies, we find that the tone of candidates’ tweets and the public’s reactions is primarily positive. We also find congruence in the emotions between a political tweet and its reply.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"175 - 195"},"PeriodicalIF":1.2,"publicationDate":"2019-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1684419","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41801738","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-27DOI: 10.1080/15377857.2019.1680932
C. Pich, B. Newman
Political branding has developed into an established and vibrant sub-discipline of political marketing. Indeed, political branding research continues to push boundaries by critically applying consumer based branding theories, concepts and frameworks to the political environment. Recently, political branding scholars have segmented research into different categories such as corporate, candidate, leader, local-regional, internal or external in orientation. Despite this development, there continues to be limited research on alternative or different typologies of political brands. This study reaffirms political branding as a distinct area of research and discusses how political brands can be conceptualised and operationalised. Further, drawing on seven empirical and conceptual papers, which focus on different typologies of political brands from a range of international contexts including Canada, USA, Iceland, Indonesia and India, we reflect on the current political branding environment. We conclude that there are multiple relationships and numerous interconnected political brands, which represent an intricate environment or ecosystem. This study offers academics and political actors guidance on how to conceptualise political brands and provides a starting point to map out the ecosystems of political brands. Finally, this study provides explicit calls for further research in political branding.
{"title":"Evolution of Political Branding: Typologies, Diverse Settings and Future Research","authors":"C. Pich, B. Newman","doi":"10.1080/15377857.2019.1680932","DOIUrl":"https://doi.org/10.1080/15377857.2019.1680932","url":null,"abstract":"Political branding has developed into an established and vibrant sub-discipline of political marketing. Indeed, political branding research continues to push boundaries by critically applying consumer based branding theories, concepts and frameworks to the political environment. Recently, political branding scholars have segmented research into different categories such as corporate, candidate, leader, local-regional, internal or external in orientation. Despite this development, there continues to be limited research on alternative or different typologies of political brands. This study reaffirms political branding as a distinct area of research and discusses how political brands can be conceptualised and operationalised. Further, drawing on seven empirical and conceptual papers, which focus on different typologies of political brands from a range of international contexts including Canada, USA, Iceland, Indonesia and India, we reflect on the current political branding environment. We conclude that there are multiple relationships and numerous interconnected political brands, which represent an intricate environment or ecosystem. This study offers academics and political actors guidance on how to conceptualise political brands and provides a starting point to map out the ecosystems of political brands. Finally, this study provides explicit calls for further research in political branding.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"14 - 3"},"PeriodicalIF":1.2,"publicationDate":"2019-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1680932","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42819581","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-03DOI: 10.1080/15377857.2019.1666077
Brandon W. Lenoir, C. Matthews
Volunteers are one of the most valuable resources for a political campaign. Little scholarly attention, however, has been dedicated to understanding ways to motivate a campaign volunteer. With limited time, campaigns strive to get the most efficient output from their volunteers. Working in collaboration with two mayoral candidates, four city council candidates, and a candidate for the State House of Representatives, the authors implemented four field experiments to test the effects of a subconscious primed goal on the performance of 158 political campaign volunteers. Applying the findings of prior research on the effects of photo primes in a call center, the authors tested achievement and task-oriented photo primes compared to the absence of a photo prime on the volunteer productivity within the context of door-to-door canvasing. The results indicate that the photo prime intended to instill general achievement statistically outperformed the absence of a photo prime, resulting in more address contact attempts (doors knocked), and may serve as a low to no cost option to maximize volunteer productivity.
{"title":"Effects of Priming on Campaign Volunteer Canvasing Performance: Exploratory Analysis of Four Field Experiments","authors":"Brandon W. Lenoir, C. Matthews","doi":"10.1080/15377857.2019.1666077","DOIUrl":"https://doi.org/10.1080/15377857.2019.1666077","url":null,"abstract":"Volunteers are one of the most valuable resources for a political campaign. Little scholarly attention, however, has been dedicated to understanding ways to motivate a campaign volunteer. With limited time, campaigns strive to get the most efficient output from their volunteers. Working in collaboration with two mayoral candidates, four city council candidates, and a candidate for the State House of Representatives, the authors implemented four field experiments to test the effects of a subconscious primed goal on the performance of 158 political campaign volunteers. Applying the findings of prior research on the effects of photo primes in a call center, the authors tested achievement and task-oriented photo primes compared to the absence of a photo prime on the volunteer productivity within the context of door-to-door canvasing. The results indicate that the photo prime intended to instill general achievement statistically outperformed the absence of a photo prime, resulting in more address contact attempts (doors knocked), and may serve as a low to no cost option to maximize volunteer productivity.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"21 1","pages":"161 - 174"},"PeriodicalIF":1.2,"publicationDate":"2019-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1666077","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45358826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-02DOI: 10.1080/15377857.2019.1678908
W. Cwalina, M. Drzewiecka
In the “age of manufactured images” recognition and response to voters’ needs might be crucial. Candidate positioning requires from political marketers constant monitoring of electorate’s perception and preferences. The aim of the study was to find the profile of ideal president in terms of his leadership style. The study was conducted in two countries of different democracy maturity (Poland and Georgia). The results show voters’ perception regarding real political figures and preferences of ideal president’s style on two dimensional perceptual map, built by agency and communion. Discussed issues broaden research on the role of leadership features in candidate image creation.
{"title":"Who Are the Political Leaders We Are Looking for? Candidate Positioning in Terms of Leadership Style. A Cross-Cultural Study in Goleman’s Typology","authors":"W. Cwalina, M. Drzewiecka","doi":"10.1080/15377857.2019.1678908","DOIUrl":"https://doi.org/10.1080/15377857.2019.1678908","url":null,"abstract":"In the “age of manufactured images” recognition and response to voters’ needs might be crucial. Candidate positioning requires from political marketers constant monitoring of electorate’s perception and preferences. The aim of the study was to find the profile of ideal president in terms of his leadership style. The study was conducted in two countries of different democracy maturity (Poland and Georgia). The results show voters’ perception regarding real political figures and preferences of ideal president’s style on two dimensional perceptual map, built by agency and communion. Discussed issues broaden research on the role of leadership features in candidate image creation.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"18 1","pages":"344 - 359"},"PeriodicalIF":1.2,"publicationDate":"2019-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1678908","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42604830","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-02DOI: 10.1080/15377857.2019.1678912
A. Falkowski, W. Cwalina
Both a party proposals and the politician’s personality are among the important determinants of their success in the political market. Studies on the perception of the surrounding physical and social reality clearly demonstrate that the evaluation of experienced objects and events depends not only on the properties of the perceived stimulus but also on the external context, made up of the surrounding stimuli and events, and on the internal context, consisting of the cognitive schemata of the individuals. Two performed experiments covering the same political party proposals and the same personal profile of a politician demonstrate that the evaluation of that party and politician, if presented in different political contexts, depends on the politician’s party affiliation and the voters partisanship. The results of the research lead to the hypotheses on political tolerance which depends on the political orientation of the voters and is subject to modification by the political object evaluated, that is, the party (a formally organized group) or the politician (a person).
{"title":"Partisan Schemata in Biased Interpretation of Electoral Proposals and Political Candidate Evaluation","authors":"A. Falkowski, W. Cwalina","doi":"10.1080/15377857.2019.1678912","DOIUrl":"https://doi.org/10.1080/15377857.2019.1678912","url":null,"abstract":"Both a party proposals and the politician’s personality are among the important determinants of their success in the political market. Studies on the perception of the surrounding physical and social reality clearly demonstrate that the evaluation of experienced objects and events depends not only on the properties of the perceived stimulus but also on the external context, made up of the surrounding stimuli and events, and on the internal context, consisting of the cognitive schemata of the individuals. Two performed experiments covering the same political party proposals and the same personal profile of a politician demonstrate that the evaluation of that party and politician, if presented in different political contexts, depends on the politician’s party affiliation and the voters partisanship. The results of the research lead to the hypotheses on political tolerance which depends on the political orientation of the voters and is subject to modification by the political object evaluated, that is, the party (a formally organized group) or the politician (a person).","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"18 1","pages":"360 - 379"},"PeriodicalIF":1.2,"publicationDate":"2019-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1678912","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43507434","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-02DOI: 10.1080/15377857.2019.1678903
C. Andrei
The Romanian presidential elections in 2014 have witnessed a large turnout to polls, an unexpected result but also two successful key-propositions on the winning side, the candidate Klaus Iohannis: “After 25 years, let’s say stop and restart everything from the beginning” and “We’re going to take our country back”. While the first is an original output of the campaign staff after both a data analysis of the race and a catch-phrase proposal from the author of this paper, the second one has more international history behind it. From Michael Dukakis in 1988, to Howard Dean in 1993 and also the Tea Party Movement in 2009–2010 or Donald Trump in 2016, “take back our country” or “take back America” have reemerged as powerful messages in US politics. More interesting, in recent years, the slogan has a polymorph and changing meaning in different international contexts: anti-immigration or anti-Muslims, anti-corporations, anti-elites or anti-politicians in general. Phenomena in politics like ideology contamination from a country context to another, exporting international political consultants, pollsters or strategists from one democracy’s electoral campaigns to another’s or just following some sort of “fashions” in campaigning style have been a long presence in western-like democratic systems. Yet, in the case of the 2014 message in Romania, there is more to the story than a simple copy-paste: a thin but visible new layer in understanding elections and public opinion. “Let’s take our country back” was at the moment in Romania more than a resurfaced message with a prior and ulterior tracking history, but also a descriptor for a wider spreading antiestablishment mood in societies and elections around the world. Eastern Europe alone provides other clarifying examples only the same year: Miro
{"title":"Exchanging Political Value: The Global Layer in Political Marketing","authors":"C. Andrei","doi":"10.1080/15377857.2019.1678903","DOIUrl":"https://doi.org/10.1080/15377857.2019.1678903","url":null,"abstract":"The Romanian presidential elections in 2014 have witnessed a large turnout to polls, an unexpected result but also two successful key-propositions on the winning side, the candidate Klaus Iohannis: “After 25 years, let’s say stop and restart everything from the beginning” and “We’re going to take our country back”. While the first is an original output of the campaign staff after both a data analysis of the race and a catch-phrase proposal from the author of this paper, the second one has more international history behind it. From Michael Dukakis in 1988, to Howard Dean in 1993 and also the Tea Party Movement in 2009–2010 or Donald Trump in 2016, “take back our country” or “take back America” have reemerged as powerful messages in US politics. More interesting, in recent years, the slogan has a polymorph and changing meaning in different international contexts: anti-immigration or anti-Muslims, anti-corporations, anti-elites or anti-politicians in general. Phenomena in politics like ideology contamination from a country context to another, exporting international political consultants, pollsters or strategists from one democracy’s electoral campaigns to another’s or just following some sort of “fashions” in campaigning style have been a long presence in western-like democratic systems. Yet, in the case of the 2014 message in Romania, there is more to the story than a simple copy-paste: a thin but visible new layer in understanding elections and public opinion. “Let’s take our country back” was at the moment in Romania more than a resurfaced message with a prior and ulterior tracking history, but also a descriptor for a wider spreading antiestablishment mood in societies and elections around the world. Eastern Europe alone provides other clarifying examples only the same year: Miro","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"18 1","pages":"303 - 306"},"PeriodicalIF":1.2,"publicationDate":"2019-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2019.1678903","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47508476","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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