Il politico come marca. Identità, posizionamento strategico e canali di comunicazione del brand Matteo Renzi
Keywords:
identità di marca, marketing delle esperienze, selfbranding, social media, design post-cosmeticoAbstract
Sempre più spesso nei dibattiti televisivi e sulla stampa si parla del politico come brand, ma tali discorsi presuppongono una definizione più metaforica che operativa. Nel seguente saggio saranno discussi i margini di applicabilità della categoria di “brand” alla leadership politica, attraverso modelli teorici mutuati dalla semiotica della marca e dalla sociologia dei consumi. Dopo aver individuato alcuni punti di contatto tra il branding politico e la comunicazione delle marche globali, saranno esaminate le caratteristiche specifiche dell’identità, dei contenuti e dei linguaggi/mezzi attraverso cui comunica il brand Matteo Renzi.
In many political TV talks it’s usually common to find the notion of brand referred to the name or the identity of a specific politician, even if those discourses presume more a metaphoric definition than an operative one. In the next essay will be discussed the category of “brand” and it’s possible application to the political leadership through a theoretical framework adopted by the semiotic of brands and the sociology of consumption. The aim of the paper is compare the global brands policies and the political communication processes, with a particular focus on the brand identity, the language and the mediatic strategies of the Italian Prime Minister Matteo Renzi.
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