210094 SE BAK16: Culture and Politics (2022S)

Political consultant Simon Anholt understands a brand as a product, service or company that is considered in combination with its name, identity and reputation. According to Anholt, a brand includes an identity, an image, a purpose and a value. Although the brand concept was originally developed for products, companies and services, it is increasingly used in strategic communication in politics (e.g. nation branding, re-branding of political parties or personal brands). According to the brand concept, politicians need a clear idea of what they stand for and what goals they are pursuing in order to be able to align their actions and activities accordingly and communicate them to their target groups. Image management and message control are among the central instruments of political brand management. Social scientists such as Alex Marland or Melissa Aronczyk address problems and risks that can arise when importing the brand concept into politics. The seminar teaches the skills required for a scientific analysis of political brands and brand campaigns as well as for their critical assessment.

Methods:

Introductory lectures by the seminar instructor, presentations on basic texts, development of small projects.