Political personal branding in social media under the European Parliamentary Elections 2014
Malmi, Anni (2014)
Malmi, Anni
Tampereen ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014052710450
https://urn.fi/URN:NBN:fi:amk-2014052710450
Tiivistelmä
This thesis commissioned by MEP Sirpa Pietikäinen concerns political personal branding in social media. The focus is on adjusting personal branding efficiently in social media particularly in the political field. The thesis is a qualitative study. The study method used is benchmarking with the primary data of expert interviews. The secondary data includes other researches on the topic, books and online publications that are analyzed from the political personal branding point of view. Besides the introduction to the thesis, the commissioner and the research methods, the thesis includes theoretical framework, the study and the conclusions. Lastly, the thesis presents two practical campaign suggestions based on the outcomes.
Being conducted in the fall 2013 and spring 2014, just before the European Parliamentary elections 2014, the study is fairly topical. Personal branding has gained a lot of attention in recent years as digitalization offered new dimensions for gaining visibility. Many successful political campaigns concerning effective personal branding latterly have shown the benefits of utilizing personal branding particularly in social media. However, as the trend is rather new, many extensive studies regarding this specific topic has not yet been conducted.
First of all, the thesis focuses on the theoretical point of view to personal branding in social media by explaining product-based branding, personal branding and social media on the theoretical level. Secondly, the thesis aims to utilize the knowledge and tools of branding and link the outcomes with the political scene and social media. Social media communication, social media channels, content creation process, participation and commitment are separately described and analyzed to understand efficient use of social media for political personal branding purposes.
The outcome of the thesis describes the best practices of political personal branding in social media to successfully convey the brand message and gain visibility. Therefore the study aims in creating a solid ground for maintaining and strengthening a political personal brand presence in social media. As a part of the outcomes, the thesis includes two campaign proposals that are confidential information and marked as classified.
Being conducted in the fall 2013 and spring 2014, just before the European Parliamentary elections 2014, the study is fairly topical. Personal branding has gained a lot of attention in recent years as digitalization offered new dimensions for gaining visibility. Many successful political campaigns concerning effective personal branding latterly have shown the benefits of utilizing personal branding particularly in social media. However, as the trend is rather new, many extensive studies regarding this specific topic has not yet been conducted.
First of all, the thesis focuses on the theoretical point of view to personal branding in social media by explaining product-based branding, personal branding and social media on the theoretical level. Secondly, the thesis aims to utilize the knowledge and tools of branding and link the outcomes with the political scene and social media. Social media communication, social media channels, content creation process, participation and commitment are separately described and analyzed to understand efficient use of social media for political personal branding purposes.
The outcome of the thesis describes the best practices of political personal branding in social media to successfully convey the brand message and gain visibility. Therefore the study aims in creating a solid ground for maintaining and strengthening a political personal brand presence in social media. As a part of the outcomes, the thesis includes two campaign proposals that are confidential information and marked as classified.