 THE POLITICAL ACTOR’S BRAND IN THE 2012 BACAU ELECTORAL CAMPAIGNCristina Cîrtita-Buzoianu Studies and Scientific Researches. Economics Edition, 2013, issue 18 Abstract: This paper aims to analyze the image and identity of political actors during an electoral campaign, as these two elements are defining for political marketing in attracting and convincing voters. With that in mind we will monitor the image of the two candidates for the position of mayor in the 2012 electoral campaign in Bacau, as it appeared in the written local press. The analysis of the two politicians will be made from the perspective of two pre-established image indicators: the political and the human dimensions. Each of the two dimensions has sub indicators pre-established in order to validate the general mediatized image of the candidate. Regarding the political dimension we will measure the sub indicators: political communication, attitude towards corruption, interest for civil problems, the ability to negotiate and political project, while the human dimension has the following sub indicators: faith, empathy, morality, honesty, charisma, consistency and leadership. Thus, we will try to identify if there are major differences between the two dimensions, for the two candidates, from a quantitative as well as a qualitative perspective. Keywords: political marketing; communication; brand; image; press (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bac:fsecub:13-18-38 Access Statistics for this article More articles in Studies and Scientific Researches. Economics Edition from "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences Contact information at EDIRC. |
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