Fenomen osobnog brendiranja: studija slučaja Justina Trudeaua

master's thesis

• Title (english): The Personal Branding Phenomenon: a Case Study of Justin Trudeau
• Author: Iris Herman
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Helena Popović (član povjerenstva)
• Committee member: Dunja Majstorović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U 21. stoljeću brendovi su prisutni u svakom području ljudskoga života. Osim proizvoda i usluga možemo brendirati i osobu, grad, državu itd. Zahvaljujući internetu, brendovi imaju platforme preko kojih se mogu izgraditi, podići svijest o samom brendu i osigurati podršku javnosti. Izgradnja i komunikacija osobnog brenda u kontekstu politike poseban je izazov jer zahtjeva kovergenciju stranačkih, vladinih i osobnih komunikacija.
Cilj ovog rada jest doprinijeti razumijevanju osobnog brenda u kontekstu politike, te razotkriti način na koji se taj brend prezentira i gradi na popularnim društvenim mrežama. U tu svrhu, analiziran je brend kanadskog premijera Justina Trudeaua.
Analizom je utvrđeno da Trudeauov brend vješto usklađuje osobne, stranačke i vladine komunikacije, temeljeći svoj brend prije svega na vrijednostima koje proizlaze iz stranke kojoj pripada. Te vrijednost čine najveći dio komunikacija njegova brenda. Pritom se pridržava zakona osobnog brendiranja i uspješno koristi sve alate i tehnike društvenih mreža, dajući prednost posebnoj upotrebi službenih fotografija. Na društvenim mrežama brend njeguje sofisticiranost, suosjećanje i optimizam.

Abstract (english)

In the 21st century brands are present in every area of social life. Apart from products and services,
we can also brand a person, city, state etc. Thanks to the Internet, brands have platforms to build themselves, raise awareness and provide public support. To successfully build and communicate personal brands in politics is a special challenge as it requires the convergence of party,
governmental and personal communications.
The aim of this study is to contribute to the understanding of personal brands in the context of politics and to reveal the way in which they represent and built itself on popular social networks.
For this purpose, the brand of Canadian Prime Minister Justin Trudeau was analyzed.
The analysis found that Trudeau's brand successfully aligns personal, party and government communications, basing its brand on the values that come from the party to which he belongs. Those values represent the biggest part of Trudeau’s brand communications. Trudeau’s brand also adheres to the law on personal branding and successfully utilizes all social networking tools and techniques, giving priority to the use of official photography. On social networks, the brand nurtures sophistication, compassion and optimism.

• Keywords: brend; osobni brend; Justin Trudeau; Kanada; društvene mreže; politika; internet
• Keywords (english): brand; personal brand; Justin Trudeau; Canada; social networks; politics; internet
• Language: croatian
• URN:NBN: urn:nbn:hr:114:248583
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2017-10-26 13:22:46