Branding of Candidates and Parties: U.S. News Media and the Legitimization of New Polical Term

UNCP Author/Contributor (non-UNCP co-authors, if there are any, appear on document)
Dr. Mark Milewicz, Dean of Esther G. Maynor Honors College and Professor of Political Science (Creator)
The University of North Carolina at Pembroke (UNCP )
Web Site:

Abstract: Political marketing research indicates that brands and branding are a robust aspect of politics. However, little is known of the broader cultural appreciation of political branding. Through a content analysis of major U.S. newspapers over a 40-year period, we provide evidence that the U.S. news media is increasingly aware of political branding. Moreover, we present a typology of media treatment that indicates that the national media in the U.S. increasingly perceive brands and branding in the public sphereas an innate, multifaceted, and effective part of modern politics.

Additional Information

Journal of Political Marketing 13. 4
Language: English
Date: 2014
Branding, Media and Politics, Political Branding, Political Brands, Political Marketing

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