Political Brand, Symbolic Construction and Public Image Communication

Journal for the Study of Religions and Ideologies 17 (49):137-152 (2018)
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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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References found in this work

Between Man and Man.Martin Buber & Ronald Gregor Smith - 1948 - Philosophy 23 (85):177-178.
Between Man and Man. [REVIEW]Helmut Kuhn - 1949 - Journal of Philosophy 46 (3):75-79.
Advertising, Gender Stereotypes and Religion. A Perspective from the Philosophy of Communication.Mihaela Frunza - 2015 - Journal for the Study of Religions and Ideologies 14 (40):72-91.
Towards an antropology of communion.Iulia Medveschi & Nicolai Gori - 2017 - Journal for the Study of Religions and Ideologies 16 (46):77-81.

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