WEBLOGS AS A SUBGENRE OF POLITICAL COMMUNICATION / MARKETING

Interactivity and Branding, public political communication as a marketing tool

Effective communication is essential for brands to gain awareness, interest and loyalty from their consumers; the same is as true for politics as for any manufacturer or service provider. The challenge for political parties and candidates seeking support or election is finding the means to transmit their messages to an increasingly hard to reach audience. The consumer within a political context...

Impact and Diffusion of Sentiment in Political Communication - An Empirical Analysis of Political Weblogs

In this paper, we examine whether sentiment of political blog entries is associated with increased feedback in terms of the quantity of triggered comments and whether the diffusion of sentiment might take place in the political blogosphere. Based on a data set of approximately 17,000 blog entries from the 60 most important German political blogs, we find that blog entries with either more posit...

branding and political marketing; a new model for the development of participatory political communication

nowadays, one of the main goals of each organization, person or profession is having a good image and implications associated with it, intelligence and basically a good brand. generally, political advertising and image management or management of political image has been one of the fundamental principles for democracy and modern society. planning of public image needs a careful control of infor...

Weblogs as a bridging genre

A Proposal for Political Marketing