Introduction

Lilleker, Darren G.; Pack, Mark

doi:10.1057/978-1-137-58440-3_1

Cited by 1 publication

(1 citation statement)

References 11 publications

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“…Although most studies on brands have been conducted in the area of marketing research, it is now increasingly being integrated into political science as well, especially into the discipline’s subfield of political marketing (e.g. Casas and Wilkerson, 2017; Guzmán and Sierra, 2009; Lees-Marshment, 2014; Lilleker and Pack, 2016; Needham, 2005; Schneider, 2004; Smith, 2001, 2009; Speed et al, 2015). Branding relates both to discourses and to practices.…”

Section: (Human) Branding and Identity Politicsmentioning

confidence: 99%

Telling the Story of the Superhero and the Anti-Politician as President: Donald Trump’s Branding on Twitter

Schneiker

2018

Political Studies Review

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Given his extensive use of Twitter, the ways in which Donald Trump uses this platform are subject to a number of scholarly analyses. These generally attribute the success of Trump’s tweets to the ways in which he uses the features Twitter offers. Adopting a perspective of political marketing, I regard Donald Trump as a political product that is marketed through political branding. Drawing on the literature on celebrity politicians and based on a sample of 1469 tweets that were posted by Donald Trump’s personal Twitter account @realDonaldTrump between March 2016 and April 2017, I argue that Donald Trump’s image marketing strategy produces a new brand that distinguishes Donald Trump from his competitors and predecessors: the superhero anti-politician celebrity. The analysis furthermore shows that in contrast to the assumption formulated in the literature on celebrity politicians, this brand does not contribute to reinvigorating democracy, because it is based on contempt of the existing political system.

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Section: (Human) Branding and Identity Politicsmentioning

confidence: 99%

Telling the Story of the Superhero and the Anti-Politician as President: Donald Trump’s Branding on Twitter

Schneiker

2018

Political Studies Review

View full text Add to dashboard Cite

show abstract

Introduction

Cited by 1 publication

References 11 publications

Telling the Story of the Superhero and the Anti-Politician as President: Donald Trump’s Branding on Twitter

Telling the Story of the Superhero and the Anti-Politician as President: Donald Trump’s Branding on Twitter

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