عنوان

An Introduction to Party Brand:

شماره

TL80x8w029

زبان متن نوشتاري يا گفتاري و مانند آن

انگلیسی

عنوان اصلي

An Introduction to Party Brand:

نام عام مواد

[Thesis]

نام نخستين پديدآور

Ross, Justine Gail Margarethe

عنوان اصلي به قلم نويسنده ديگر

Lessons from Business-Marketing as Applied to the United States' Major Political Parties, 1976-2012

نام ساير پديدآوران

Cioffi, John; Ramakrishnan, Karthick

نام ناشر، پخش کننده و غيره

UC Riverside

تاریخ نشرو بخش و غیره

2018

کسي که مدرک را اعطا کرده

UC Riverside

امتياز متن

2018

متن يادداشت

Political scientists frequently invoke the term "party brand" as relates to partisanship, party breakdown, and heuristic voting, but scant attention is dedicated to brand as a meaningful construct in and of itself. Of the more recent studies that do expressly incorporate party brand, most treat the concept as manifestly inherent or employ it as a means to an end.This project joins business-marketing with the extant body of research on political parties and conceptualizes party brand as a standalone unit of inquiry that provides novel insight into long- and short-term processes behind strategic party decisions, while still allowing for analysis of the ultimate action. Party brand is a powerful explanatory concept, which links elite and mass stories and begets theoretical insight as to how and why parties develop overtime and which actors lead changes to the party's brand. As well, party brand complements existing narratives by systematically joining the study of parties-as-organizations, parties-in-government, and parties-in-electorate. Chapter 2 reviews relevant business marketing literature before introducing the party brand framework. It is argued each party sub-group actor contributes to the creation, perpetuation, and evolution of the national party's brand through different means and to various effect. Specifically, the national party committee operates as the central governing body and is the repository of the party's core brand identity, while the party's elected officials operate as franchise extensions. Chapter 2 further elaborates this framework with an emphasis on the relationship between the national committee, its elected officials, and the voting age population. Chapters 3 and 4 use machine-based learning to analyze party texts for the period of 1976-2012. Using various methods of computational text analysis a descriptive picture of both major parties' brand identities is presented, the evolution of both parties' brand identities across time and between actors are traced, and patterns emerge as to which actors lead changes to each party's brand. Chapter 5 adds a layer of description through elite interviews, which allows for further analysis of the role of party leadership - the driver of brand identity - with respect to its franchise extensions (members) in Congress.

مستند نام اشخاص تاييد نشده

Ross, Justine Gail Margarethe

مستند نام اشخاص تاييد نشده

Cioffi, John; Ramakrishnan, Karthick

مستند نام تنالگان تاييد نشده

UC Riverside

نام الکترونيکي

فرمت انتشار

p

نوع ماده

[Thesis]

کد کاربرگه

276903

سطح دسترسي

a

تكميل شده

Y