Who Are the Political Leaders We Are Looking for? Candidate Positioning in Terms of Leadership Style. A Cross-Cultural Study in Goleman’s Typology

IF 1.9 Q2 POLITICAL SCIENCE

Journal of Political Marketing Pub Date : 2019-10-02 DOI:10.1080/15377857.2019.1678908

W. Cwalina, M. Drzewiecka

引用次数: 2

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.

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我们在寻找什么样的政治领袖?候选人在领导风格方面的定位。戈尔曼类型学的跨文化研究

在“人造图像时代”，识别和回应选民的需求可能至关重要。候选人定位要求政治营销人员不断监控选民的看法和偏好。这项研究的目的是从领导风格的角度来寻找理想总统的形象。这项研究是在两个民主成熟度不同的国家（波兰和格鲁吉亚）进行的。结果表明，选民对真实政治人物的感知和对理想总统风格的偏好是由代理和交流构建的二维感知地图。讨论的问题拓宽了领导特征在候选人形象塑造中的作用研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Political Marketing POLITICAL SCIENCE-

CiteScore

4.10

自引率

8.30%

发文量

期刊介绍： The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.