The political brand : meaning and impulse giving to civic engagement

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.