In this article we want to explain the role of the public image of parties and candidates in democratic elections. Our research is based on the content analysis of the concept of political communication, political PR and the main functions of the political system, as well as image strategies. The final part of the article is devoted a distinction between political marketing and political propaganda.
In addition to the theoretical work, we shall also consider the various researches performed during the last year on the political phenomenon in the Romanian space. We shall also try an approach based on our investigation of press materials (print, new media), political advertising materials, internal documents of political parties and documents of election campaign staffs.
În acest articol dorim să arătăm care este rolul imaginii publice a partidelor şi a candidaţilor în alegerile democratice. Cercetarea noastră se bazează pe analiza de conţinut a noţiunii de comunicare politică, PR-ul politic şi funcţiile principale pentru sistemul politic, precum şi strategiile de imagine. În finalul articolului facem o distincţie între marketingul politic şi propaganda politică.
Pe lângă aspectele teoretice, vom analiza şi diferitele cercetări efectuate în ultimul an asupra fenomenului politic în spaţiul românesc. De asemenea, am încercat un demers investigativ bazat pe materialele de presă (print, newmedia), materialele de publicitate electorală, documente interne ale partidelor politice şi ale staff-urilor de campanie electorală.
Key words:
political communication, image strategy, political marketing
comunicare politică, strategie de imagine, marketing politic
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