LA MARQUE POLITIQUE : VECTEUR DE SENS ET MOTEUR D’ENGAGEMENT CITOYEN

Abstract

The concept of political brand depicts the adjustment of the political sphere to current communication imperatives. The brand model thus highlights the convergence of politics and consumption. The shift towards the branding field could potentially lead to the advent of a ‘political consumerism’ model, according to which, through social media, consumer sovereignty constitutes a new standard of political sovereignty. As new-fledged political brand communities, the Tea Party and the Pirate Party offer two modern examples of these new forms of mobilization grounded on the aggregation of consum-actors involved in politics