衡量首相品牌:探索尼德姆评估英国鲍里斯-约翰逊和希腊康斯坦丁诺斯-米佐塔基斯的框架

IF 2.4 4区 管理学 Q3 BUSINESS
Panos Koliastasis, Darren Lilleker
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引用次数: 0

摘要

将政治品牌作为分析视角,有助于解释公民对政党及其领导人的情感联系和评价观念。衡量一个品牌成功与否的最佳方法通常是事后分析,我们可以根据民意数据解释一个品牌成功或失败的原因,并将其归因于事件。然而,我们的研究试图检验战略传播分析在多大程度上可以提供预测结果的机会。我们探讨了两个首相品牌的传播情况,这两个品牌因其相似性和差异性,为评估成功品牌的普遍性提供了机会。我们采用了尼德姆的框架,该框架旨在证明英国首相托尼-布莱尔(1997-2008 年)的品牌为何如此受欢迎。我们发现,成功品牌的各个维度在两位首相的战略传播中都有体现。然而,我们发现某些品牌的性质可能使其适合竞选活动,但不适合在充满挑战的时期进行治理。我们认为,政治品牌需要始终如一,但一旦进入政府,就必须适应不断变化的条件,并形成适当的风格,以应对 21 世纪总理所面临的挑战。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis
Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21st century.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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