Local media and the “political brand”: Candidates attributes portrayed on local media and their consequences on public perceptions

• Authors: Rocío Zamora
• Languages of publication: EN

Abstracts

EN

Mass media portraits are key factors for a candidate running for local and regional elections, where low name recognition demands mass media coverage in order to build his “political brand.” Attribute agenda-setting effects are more usual in these circumstances where media focus on certain candidate aspects could play a key role in the social learning of political candidates. This paper focuses on the role of local media in setting the “political brand” of two main candidates during 2007 regional elections in Murcia (Spain) underlining either emotional aspects for a more “human” candidate or professional aspects, trying to see the relevance of media content analysis (print and broadcasting) on public opinion, by using a survey (N = 818) conducted during the campaign.

Keywords

EN

personalization; political brand; electoral campaigns; attribute agenda-setting; local media

• Publisher: Polskie Towarzystwo Komunikacji Społecznej
• Journal: Central European Journal of Communication
• Year: 2010
• Volume: 3
• Issue: 2(5)
• Pages: 283-297

Dates

published

2010

Contributors

author

Rocío Zamora

• Catholic University of Murcia, Spain

Identifiers

ISSN

1899-5101