Change search
ReferencesLink to record
Permanent link

Direct link
Evaluating political party positioning over time: A proposed methodology
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2015 (English)In: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854Article in journal (Refereed) Published
Abstract [en]

In this article, we propose a methodology in order to measure political positioning and constituent perception. Political leaders should be able to effectively define the distinctive characteristics of their political brand and to subsequently utilize the most appropriate mechanisms of communication to promote an accurate perception of political image in the market. The specific aim of this research is to explore interrelations between a political party's positioning in two different periods in order to discover possible discrepancies and changes over time. The official blog of a political party, containing both official communication and the people's feedback, represents a perfect place in which to observe the concepts and the values on which both the political brand identity and image are founded. Leximancer, a content analysis tool, was utilized to analyze communications between a political party leader and his or her constituents. Illustrating the methodology, the blog of Beppe Grillo, founder of the Movimento 5 Stelle is analyzed.

Place, publisher, year, edition, pages
Wiley-Blackwell, 2015.
National Category
Political Science
URN: urn:nbn:se:kth:diva-175648DOI: 10.1002/pa.1561ISI: 000375857900004ScopusID: 2-s2.0-84929439340OAI: diva2:865048

QC 20151026

Available from: 2015-10-26 Created: 2015-10-19 Last updated: 2016-06-09Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Bigi, Alessandro
By organisation
Industrial marketing
In the same journal
Journal of Public Affairs
Political Science

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 53 hits
ReferencesLink to record
Permanent link

Direct link