Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi

The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. This estimation is quite apposite. Nevertheless, what must not be forgotten is that the complexities of the bonding between political leaders and voters are not only premised primarily on the efficacy of social media techniques but also include other key dimensions. Thus, this article focuses on the importance of credibility as a key dimension. This dimension is inevitable to make social media techniques as effective as they are in political marketing. To substantiate this, we have comprehensively engaged with the fields such as traits of political leaders, crisis management and collaboration. These deliberations have been contextualized to the case of Narendra Modi, the prime minister of India. Further, these deliberations culminate in an effective framework. Academicians and practitioners of political marketing can extensively utilize this framework.     

Mediated political masculinities: the commander-in-chief vs. the new man

The media play a very influential role in our perceptions of our political leaders, irrespective of where in the world they appear. Since the latter part of the twentieth century, our leaders’ personalities came to play an increasing role in their appeal, in particularly their gendered performances. As Barack Obama's presidency draws to the end of its second term, this paper will examine the representation of his persona in the context of the election in 2008 when he became the first Black US president. Much has been written of him being the first Black president of the USA, however, if we explore his campaign through a gendered lens, we can see that he is equally revolutionary. This contrasts with the gendered construction of male political leaders in other parts of the world, particularly that of Vladimir Putin in Russia. Building on work carried out in relation to the mediatisation and personalisation of politics in the last 50 years, this article shows how gendered performances can be seen to mirror changes in society.     

Primed by the Euro: The Impact of a Referendum Campaign on Public Opinion and Evaluations of Government and Political Leaders

The premise of political priming is that public evaluations of political leaders are made on the basis of issues that are on the top of citizens' minds. This study investigated the impact of a national referendum campaign about a European integration issue on the evaluation of the incumbent government, the prime minister, and the opposition leaders. Drawing on a content analysis of news media and a two-wave panel survey, the results showed that as the topic of the referendum (the introduction of the euro) became more visible in the media during the campaign the importance of the euro issue for formulating general evaluations of political leaders increased. The incumbent government that was seen to handle the referendum poorly was penalized by the referendum. Exposure to news media outlets that covered the referendum extensively and offered negative evaluations of political leaders boosted the decline in the overall performance rating of political leaders by politically less involved respondents. These results stress the necessity of considering the campaign and the specific content of the media to understand fluctuations in public opinion during a referendum campaign. The study concludes with a discussion of the implications of a referendum campaign for political leaders.     

Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders

Political marketing advances by engaging with new and advanced concepts from both of its parent disciplines. One of the most recent fields of brand research—the study of the human brand—is taken into the political marketing arena in this essay. Human branding is an emergent topic in mainstream marketing. The value as a brand of a person who is well-known and subject to explicit marketing communications efforts is being investigated in many fields. The concept has clear prima facie value in political marketing, where the role of a political leader as part of the political marketing offer has been recognized extensively. Politics is also a unique context given the relationship between leaders and parties, each of which has some unique brand associations. The process of exploring the application of human branding in politics also provides a context in which some of the interactions among party and leader, human brand, and organizational brand can be explored and further developed. Among the conclusions are that political party leaders require brand authenticity as an advocate of the party policy platform and brand authority to command the organization and deliver on the policies being advocated. Implications for party and campaign management are outlined.     

The face of the party? Leader personalization in British campaigns

The personal characteristics of political elites play an important role in British elections. While the personalization of the media’s election coverage has been the subject of much debate, we know less about the conditions under which voters receive personalized messages directly from elites during the campaign. In this paper, we use a new dataset that includes more than 3300 local communications from the 2015 general election to explore variation in the personalization of campaign messaging. We find that there is systemic variation in terms of where photographs of party leaders are included in election communications, which provides further evidence that campaign messages are deployed strategically to portray the candidate – and their party – in the best possible light.     

What Does Credibility Look like? Tweets and Walls in U.S. Presidential Candidates’ Visual Storytelling

This study considers the social media visual messaging of four candidates in the 2012 U.S. Republican presidential primary campaign. The analysis is guided by symbolic convergence theory, its method of fantasy theme analysis, and visual rhetoric theory. Using a schema of visual attributes, this study analyzes a rhetorical strategy of candidates' campaigns: the pictorial “public diary” found on their official Facebook and Twitter pages. It reveals how the credibility character traits of trustworthiness and expertise appear in the candidates' visual narratives, what messages dominate, and how candidates differ in succeeding or failing to visually communicate credibility. This study has important implications for how political management can use images in crafting and assessing messaging strategies in a competitive environment.     

Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

The purpose of this paper is to review the notion of branding and evaluate its applicability to political parties. As ideological politics is in decline, branding may provide a consistent narrative where voters feel a sense of warmth and belonging. The paper aims to build an understanding of the complexity of building a political brand where a combination of image, logo, leadership, and values can all contribute to a compelling brand narrative. It investigates how competing positive and negative messages attempt to build and distort the brand identity. A critical review of branding, relationship marketing, and political science literature articulates the conceptual development of branding and its applicability to political parties. The success or failure of negative campaigning is due to the authenticity of a political party's brand values—creating a coherent brand story—if there is no distance between the brand values articulated by the political party and the values their community perceives then this creates an “authentic” brand. However, if there is a gap this paper illustrates how negative campaigning can be used to build a “doppelgänger brand,” which undermines the credibility of the authentic political brand. The paper argues that political parties need to understand how brand stories are developed but also how they can be used to protect against negative advertising. This has implications for political marketing strategists and political parties. This paper draws together branding theory and relationship marketing and incorporates them into a framework that makes a contribution to the political marketing literature.     

Understanding Campaign Strategy

SUMMARY

The role of professional political consultants in campaigns is not very well understood, at least from a theoretical perspective. As a result, we know very little about how campaign strategy is developed. This article is an attempt to think theoretically about how professional campaign operatives craft strategies for candidates. It begins with a review of previous research on consultants and campaign strategy. That work helps lay a foundation for a theory of professional campaign activity that focuses on the development of campaign strategy. I then turn to campaign professionals themselves. Based on interviews with numerous consultants and other campaign operatives, I identify common approaches to building strategy within campaigns. Finally, I explain the notion of ‘deliberate priming,’ a theoretical understanding of professionally run campaigns that emerges from the consultant interviews and previous scholarship in this field.     

The leadership dilemma: Examining the impact of strong leaders on parties

Party leaders are often regarded as crucial to a party's success. Successful leaders tend to be big personalities who dominate their party's organisation, policy development and electoral campaigns. But does that control come with a price? We test to see if such leaders damage their parties in the medium term. This happens because strong leaders might be ceded too much control of the party organisation, policy and electoral strategy. We specifically hypothesise that political parties will go through a period of leadership instability and electoral decline after strong leaders step down. Using a dataset with elections under party leaders in nine countries over a 25-year period, and a qualitative case study, we find some evidence for the theory, which should prompt further research of the question.     

It’s All in the Name: Source Cue Ambiguity and the Persuasive Appeal of Campaign Ads

As strategies for campaign political advertising become more complex, there remains much to learn about how ad characteristics shape voter reactions to political messages. Drawing from existing literature on source credibility, we expect ad sponsorship will have meaningful effects on voter reactions to political advertisements. We test this by using an original experiment, where we expose a sample of student and non-student participants to equivalent ads and vary only the paid sponsor disclaimer at the end of the message. The only thing that differs across stimuli is whether a political candidate, a known interest group, or an unknown interest group sponsors the advertisement. Following exposure to one of these ads, participants complete a posttest battery of questions measuring the persuasiveness of the message, source credibility, and message legitimacy. We find that ads sponsored by unknown interest groups are more persuasive than those sponsored by candidates or known interest groups, and persuasion is mediated by perceived credibility of the source. We conclude by discussing our findings and their implications for our understanding of contemporary campaigns.     

Investigating political marketing using mixed method: the case for campaign spending data

This article is a response to calls for new research methods in the study of political marketing. We submit that the mixed method approach to studying how political parties use opinion research and political communication is underused. More specifically we believe that campaign spending data, which are commonly analyzed in electoral studies, can become a significant source of information for the study of political marketing. We summarize the availability of electoral expenditure data in 13 established democracies before using a mixed method design to study political marketing management in Canada. We seek to validate quantitative data about marketing spending activity by administering semi‐structured interviews with practitioners who held senior campaign positions in major political parties. Our preliminary look at campaign finance through a political marketing scholarship lens reveals the strengths of drawing insights from such data but also some limitations. We conclude that, as other research has posited, Canadian political parties focus more on advertising in their approach to campaigning. More broadly, we propose that students of political marketing should balance proprietary interviews with transparent, standardized, replicable and objective sources of information such as campaign spending data, and vice‐versa. Copyright © 2013 John Wiley & Sons, Ltd.     

试论中国政治发展进程中的乡镇长选举制度改革

目前、四川、山西、广东深圳等地所进行的乡镇长选举制度改革尝试的实质是政治参与水平和层次的提高与扩大，符合中国民主政治发展的长远方向。但在当前这个转型的关键时期，将这种改革尝试向更大的范围和更高的更次推广的时机尚不成熟。对当前的政治发展与政治稳定而言，遏制腐败蔓延比发展政治民主更重要，提高政府能力比扩大政治参与更重要，发展党内民主比发展党外民主更重要。     

Interpreting UKIP's ‘Earthquake’ in British Politics: UK Television News Coverage of the 2009 and 2014 EU Election Campaigns

UK broadcasters came under fire for the amount of airtime UKIP and its leader Nigel Farage received after the party won the most votes in the 2014 EU election. Our content analysis of television news during the 2009 and 2014 campaigns found little bias in terms of soundbites, but in the more recent election Farage visually appeared in coverage to a greater degree than other party leaders. Moreover, two core UKIP policies—being in or out of Europe and immigration—dominated coverage in 2014. We suggest the ‘UKIP factor’ and the media's fascination with Nigel Farage help explain why the 2014 campaign was more visible on television news than was the case in 2009 and was largely reported through a Westminster prism. Although television news bulletins attempt to impartially report elections, the 2014 campaign agenda was largely contested on UKIP's ideological terrain and the party's electoral fortunes.     

The Political Economy of Facebook Advertising: Election Spending,Regulation and Targeting Online

Political advertising on Facebook is the latest in a long line of developments in campaign practice, and is a tool that has been mobilised extensively in elections around the world. In this article, we explore what we know about Facebook advertising at elections and ask what existing data from the UK Electoral Commission can reveal about current usage. Highlighting the principles behind Facebook advertising, we argue that existing metrics offer little insight into current campaign trends—posing analytical, methodological and normative challenges for academics and electoral regulators alike. Moreover, we argue that these challenges strike at the heart of debates about democratic responsibility and the degree to which governments should cede responsibility to commercial actors who may have differing understandings of fundamental democratic norms.     

Impact of American Political Marketing on Israeli Society

The extensive literature examining the impact of American campaign styles in other countries generally attributes various political changes to the presence of American professionals and imported campaign techniques. Yet foreign professionals working on international campaigns may have more or less influence, and there is little systematic understanding of the factors that contribute to their actual influence over the local campaign. This paper examines the Israeli case as an example of strong penetration of American campaign professionals and techniques and analyzes the factors that contributed to their relatively high level of influence. Following this, a framework is proposed for assessing when imported American professionals and/or styles are likely to have a strong or weak influence on a campaign, based on factors leading to easy adoption or requiring more extensive adaptation. The study finds that in Israel, endogenous factors including social, political, cultural, and economic evolution contributed to the easy adoption of American campaign practices, creating a welcoming environment for American professionals. Thus, the major changes in campaigns often attributed to Americanization in other countries may be due at least in part to organic social, economic, and cultural changes of that society.     

A Belated Debate

The three televised leaders’ debates dominated the 2010 general election campaign. The House of Lords Communications Committee report on Broadcast General Election Debates is the product of a welcome but belated public inquiry into their organisation and conduct. The report is supportive of the view that ‘broadcast general election debates should take place during future campaigns’ and makes a number of cautious recommendations to the broadcasters. At the time of writing it was unclear whether the format proposed by the broadcasters for 2015 would be an improvement on that for 2010—or even if there would be any debates at all.     

Priming the Parish Pump

Abstract

In this article we argue that the almost exclusive focus of political communications research on national political actors and agencies has led to an inadequate understanding of the functioning, the relevance, and the influence of local political communications strategies. This paper seeks to redress this neglect through exploring political marketing strategies of national political actors and agencies which have implications for local political communications; and political marketing strategies of local political actors and agencies and their implications for local political communications, with specific reference to the local newspaper coverage of the local campaign in the 2001 UK General Election. Drawing on a unique and extensive analysis of local newspapers' election reporting, combined with detailed interviews with journalists, editors, politicians and their agents, we argue that news management strategies enacted at a local level were characterised by an exchange relationship in which, although parties traded information for editorial space, the local news media retained a dominant role. Thus, although parties were, to differing degrees, successful in securing coverage of their candidates and policies, this success was always achieved in the context of local newspapers setting the broader agenda.     

„Politische Führung“ als politikwissenschaftliches Problem

‘Political leadership’ is one of the classic subjects of political science research on an international scale. Recently, in modern western democracies, ‘leadership’ has gained additional importance as a political function to evaluate governments and political leaders and is seen as rather independent of the policy dimension of leadership. Despite this increased relevance of ‘political leadership’, it has remained among the most neglected major issues in political science, particularly within research in the German-speaking world. This article discusses a wide range of recent approaches to studying ‘political leadership’. It then argues in favour of an ‘interactionist’ approach which takes into account both of the crucial empirical variables which influence the leadership process, the institutional, societal, and personal factors as well as political circumstances, and the normative expectations towards political leadership in modern established democracies.     

Culture,Institutions and Campaign Effects: Explaining the Outcome of Malta's EU Accession Referendum

This survey examines the background to and the campaign preceding Malta's EU accession referendum. The result of the referendum, which was held on 8 March 2003, and which was the first of the EU accession referendums of 2003, was a 53.65% vote in support of membership, on a turnout of close to 91%. Explaining both the relatively low support for EU accession and the high turnout on referendum day involves weighing up the relative impact of distinctive features of Malta's political culture and institutional framework against more immediate campaign effects. While the conclusion is that the high turnout in the Maltese EU accession referendum can be traced to Malta's political culture, the relatively low but positive vote in favour of membership can only be fully understood by focusing on a range of factors, including campaign-related factors, such as the credibility of the arguments presented by the ‘yes’ and ‘no’ camps and the balance of resources available. The most important factor explaining the result of the Maltese referendum are, however, the cues provided by the political parties prior to and over the course of the referendum campaign.     

Elections and Deceptions: An Experimental Study on the Behavioral Effects of Democracy

Traditionally, the virtue of democratic elections has been seen in their role as means of screening and sanctioning shirking public officials. This article proposes a novel rationale for elections and political campaigns considering that candidates incur psychological costs of lying, in particular from breaking campaign promises. These nonpecuniary costs imply that campaigns influence subsequent behavior, even in the absence of reputational or image concerns. Our lab experiments reveal that promises are more than cheap talk. They influence the behavior of both voters and their representatives. We observe that the electorate is better off when their leaders are elected democratically rather than being appointed exogenously—but only in the presence of electoral campaigns. In addition, we find that representatives are more likely to serve the public interest when their approval rates are high. Altogether, our results suggest that elections and campaigns confer important benefits beyond their screening and sanctioning functions.