Document Type : sience
Author
PhD graduated of Social Communication Sciences, Islamic Azad University, Science and Research Branch
Abstract
Despite the holding of numerous elections in Iran, studies of personal-political brand creation and management as an interdisciplinary field have not been given serious attention. Senior political officials are placed in executive positions, but there is no model for macro-evaluation of behaviors in personal-political brands. the role of individual agency in policymaking and politics is expanding day by day due to the development of new communication technologies.The purpose of this article is to introduce a model for recognizing and evaluating "the approaches of personal-political brands in Iran", The basic question related to the purpose of the research is: " Are there criteria for identifying the brand mobility of senior political officials?" Did you evaluate their political tendencies? In order to achieve the goal of the research, biographies, pictures and election films of four personal-political brands who have had a history of participating in election contests and holding the post of president during the last three decades has been examined. First, in order to obtain the internal and external characteristics of political officials, in three separate stages, the effective components in biographies, selected images and election clips of brands have been extracted and analyzed by thematic analysis method. Finally, by collecting 58 effective components in the conceptual regularity tables, twelve criteria have been presented under the name of mobility evaluation model of the personal-political brand. From the perspective of political communication knowledge, by using this model, differences and similarities in important approaches and decision-making styles of personal-political brands are evaluated.
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